Rowe, Cronshaw and JD developed a business plan, hiring James Lamb of Tacoma, Washington as their first employee to begin as soon as he completed college at Pacific Lutheran University.
Briefly the Web site was launched as "UTV: Your Ultimate Television Network" before United Television, the half-owners of the UPN network at the time, had their lawyers send out a cease & desist letter, claiming the name to be too similar to their own, even though they admitted the name was internal and only relevant to their work as a station-ownership group and that the term UTV was not used in the marketplace.
The posting board is credited with facilitating a number of connections which resulted in marriages between the show's fans, including Lamb and his wife Lori.
The posting board software began as a free open-source perl script modified extensively by Lamb and Matthew Soffen of UltimateTV.
The software is in use today on The Fuselage, the official Web site behind the creative team for the popular TV show Lost.