In August, 2008, Bill Densmore arrived at the Donald W. Reynolds Journalism Institute at the Missouri School of Journalism with a mission -- create a shared-user network owned by the nation's news and information-services industry which could address privacy, enhanced advertising and charging for content.

In this 12-minute excerpt of a May 5, 2009 event at the institute, Densmore describes the process which started with an idea, evolved through research and testing to the impending launch of a product/service.