Optimedia encouraged BMW to consider new distribution channels to showcase BMW Films beyond the Internet. We identified several appropriate 'new media' partners who could include BMW Films as content on their media services (TiVo, VOD, In-flight, DirecTV). As media brand steward, Optimedia developed the concepts, negotiated the deals and coordinated all executional details. In the case of Microsoft, who approached BMW, we reworked their proposal to give BMW Films top billing – rather than 'BMW Films presents the Microsoft Cinema Series', it became the 'BMW Films Digital Cinema Series'. For these innovations, Optimedia should be recognised as an agency of media firsts.