Howard Shimmel, previously the SVP Ad Sales Sports Research at Turner is now Turner's new CRO. With some big shoes left by departing CRO Jack Wakshlag, Shimmel is amply up to the task and will continue Turner's strong tradition of strategic research. In this video interview (which can be viewed here) Shimmel talks about the role of research, the roll out of segmentation analysis, set top box data, Turner's cross platform initiative All-Screen and some predictions for the media landscape going forward. In this article, we explore the details of CNN's recent All Screen cross platform measurement study which was recently highlighted at the 2014 CIMM Summit.