In late 2008, The Sundance Channel was gearing up to launch a significant blog presence on its award-winning website, and they approached me to help them get the operation off the ground. The vision: a robust daily content stream that would combine aggregation, cultural commentary, and careful promotion of the channel’s shows. I participated in early conversations about tone, structure, focus, and posting frequency, and I was drafted as a launch contributor. When the blog, “SUNfiltered,” debuted in early 2009, I was a marquee participant, listed second, right under Robert Redford himself. Among my other fellow bloggers were the sex columnists Em & Lo, The Village Voice’s Michael Musto, and Elvis Costello. For several months, I contributed three or four posts a week about film, advertising, design, music, and other topics.