You've just settled down to watch a commercial-free movie on cable, but it turns out the opening credits rolled 20 minutes ago. If only there was a way to get back to the starting point.

Turns out there is. In an inventive application of cable's EBIF platform, Starz Entertainment has developed "Watch Now," a simple on-screen tool that whisks a viewer from a linear exhibition of a film to the On Demand version that's stored and ready for viewing anytime. The application, which drew acclaim at the 2008 Cable Show in Washington D.C., reflects the work of a team led by Rebecca Rusk Lim, Starz Entertainment Senior Director, Internet & Interactive TV. A well-known participant on the iTV scene, the former journalist (CNN and Asia Business News) has worked for more than 25 years developing innovative applications built on emerging technologies. Here, Rusk Lim talks about the possibilities (and limitations) of EBIF - and the importance of keeping things simple. Click here to read the full article...