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This article summarizes the main results of a joint endeavor towards a standard reference model (SRM) for intelligent multimedia presentation systems (IMMPSs). After a brief motivation, we give basic definitions for media terms and presentation systems. The core of this contribution is a generic reference architecture that reflects an implementation-independent view of the processes required for the generation of multimedia presentations. The reference architecture is described in terms of layers, components, and knowledge servers. Our SRM focuses on the functions assigned to the layers and components, rather than on the methods or communication protocols that may be employed to realize this functionality. Finally, we point to some possible extensions of the reference model.