David Verklin will have to paddle very, very fast in his new job.

As of Aug. 4, Verklin will head Canoe Ventures LLC, the New York-based joint venture established by Comcast, Time Warner Cable, Cox Communications, Charter Communications, Cablevision Systems and Bright House Networks.

His assignment: build the foundation for the next generation of cable TV advertising before the Internet starts cutting into it, and do it by convincing six large corporations that don't always see eye-to-eye to link arms, form a kick-line and dance in perfect unison.

Canoe, officially announced last week with Verklin's hire, is being funded by $150 million pooled from the operators, with ownership stakes based on the proportion of subscribers each operator contributes.

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