Ben Jankowski, group head, global media at MasterCard and an Effies judge who was surveyed, said new media metrics require evolved thinking.

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Casey Wasserman, head of Wasserman Media Group, has begun quietly signing up top talent in "action sports" (the preferred tag now that "extreme" is so overused) to form a sanctioning body that would demand media fees.

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Take the case of Brazil's Roberto Marinho, head of Latin America's largest media group, Organizaes Globo.

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