 I think TV delivers on long term brand building and that happens only once you are building memories and building solutions in consumers mind. That happens only if you are able to garner sufficient attention, you are able to play and deliver emotions and you are able to build fame. Now, those all three are components of large brand building which delivers not only in the short term but also on the long term. I see it akin to sewing and harvesting. It does the job, TV does the job of both sewing from a brand building point of view also harvesting. Digital and other activation mediums I think largely can play only the role of harvesting brand equity.