 You know I think having been a journalist for decades, I think that there is need for a distinction between news and views. It is getting blurred because a lot of people think that commentary and chatter is substitute for content for actually what happened. Now commentary and you know chatter may actually be content but it is not news. So for me there is a very clear line between news and views. In the business VRN which is communications, we tend to allow a blurring because it is to a client's advantage or it gets you a few more eyeballs. But I think that the audience which is discerning which is powerful and the audience which is likely to pass it on forward tends to be able to see this distinction. It is the job of PR sometimes to blur that temporarily but ultimately I do not think it holds. PR has evolved but the game is still the same. The game ultimately is figuring out what does the client want, who does she wants to speak to and how long are they going to be in the game. And once you have these three things figured then you have the plan. Creativity is best applied to short term but I think creativity in the long term is much harder to do. So for example you are doing say the fourth convention of laundry makers of Coimbatore. Now what can you do new in the fifth year? So you have done everything in the first four years and that is when a higher level of creativity and client immersion will matter and really people who can make the difference then are the ones to watch out for. They are the ones who are long term players.