 I think there's a lot going on. It's a really exciting time. We have to make the money go further. We have to look out, we have to turn ourselves inside out and work with people who are bringing us original and new ways of doing things. The key thing that's changed in the last couple of years is how simple it is to make audiovisual material and how easy it is to put it up on a website or get it onto people's mobile phones and how much access people have and also of course other opportunities like IPTV have started to emerge. So there's enormous space developed within which arts organisations can experiment with audiovisual material. So the opportunity really is to define the shape of this space and to do things that nobody's done before and find new ways to reach audiences. Yes, I think content needs to be platform specific. There is an expectation from the audience as to what level of quality your content is going to be depending on the setting in which they find it. If they find it online they're not expecting it to be high quality. If they're buying a DVD or watching it in the cinema then of course they want a finished product that's got a strong narrative. So it's very important to consider your resources before you choose the platform that you're going to present your work on. I think the most important thing is to be true to your values, be true to who you are and what makes you special and different and what you care about, what you're passionate about, what's unique about you at the same time as to be versatile as to how you tell the story, how you express yourself. If you make stuff that is engaging, if you make stuff that is relevant to your mission so that people who like what you do will follow you on the journey into that material then you're more likely to get some traction. But there is absolutely no simple way of doing it except maybe spending several million pounds on a billboard advertising campaign which few organisations are going to do. I think it's really important at the moment to be cost effective with ideas too. We might as well be honest and vulgar about it. We've got to make less money go further. I think that goes back to engagement and not necessarily looking for new paying audiences but providing the content for your existing audiences that is deemed to be rich enough and valuable enough to actually pay for. I think this afternoon we'll offer up all sorts of different exciting ideas as to how we might work together.