Since 1997, the Video Quality Experts Group (VQEG) has been active in the field of subjective and objective video quality assessment. The group has validated competitive quality metrics throughout several projects. Each of these projects requires mandatory actions such as creating a testplan and obtaining databases consisting of degraded video sequences with corresponding subjective quality ratings. Recently, VQEG started a new open initiative, the Joint Effort Group (JEG), for encouraging joint collaboration on all mandatory actions needed to validate video quality metrics. Within the JEG, effort is made to advance the field of both subjective and objective video quality measurement by providing proper software tools and subjective databases to the community. One of the subprojects of the JEG is the joint development of a hybrid H.264/AVC objective quality metric. In this paper, we introduce the JEG and provide an overview of the different ongoing activities within this newly started group.