 The nature of content has changed and the way in which we distribute that content across platforms has changed. That's the story everywhere I guess. In terms of how that's changed, we are much more visual than we used to be, that's a big change. So, particularly for younger audiences, video is a key part of making our radio mission come alive for a younger audience, whether that's kind of longer form content that we can make available on more televisual kind of platforms or whether that's short form content that's great for mobile services. In terms of audio content, we have grown a whole range of new content to suit digital platforms. So that we extend out from the analog broadcast, say with a Stationite Radio 1, we've created a sister station for digital only, Radio 1 Extra, for a station, we have a station for news and sport, rolling news and sports, called Radio 5 Live. We have built a 5 Live Sports Extra that just does radio commentary. So that will go in for, say, around big sports events, you can get unbroken commentary around those events or say for the Olympics. So we have developed content that way, we've also adapted our content, say for a podcasting environment, so that we have less of the, maybe the experts, here's just a slice of it, maybe less of the expert, more of the enthusiastic amateur who's going to help you understand the subject and go on that journey with you, but isn't necessarily the expert giving you all the answers. There's quite a shift going on in terms of the way, the kind of content we might make, the format, the tone, the kind of presenting, and alongside the complexity that comes with delivering across a wide range of platforms, but trying to keep it still as a very simple brilliant experience for the listener. We have a mixture of specialists, so we have people who specialise in making great video. Where there's a concentration of that skill needed, but in some other ways, if we're trying to create short bursts of video that will work with social media, for example, you know, you want a short gif, you want a short video, we are training up our production teams to be able to do that to a certain standard. We also employ specialists, a small number of specialists in social media. All these are quite small numbers of people, but that specialism really makes a difference to the quality right now. There may come a time in the future where the ability to do that becomes a very generalised skill, but we're not seeing that yet. There's a real mixture of general skills evolving and new specialist skills required. If you look in car, there isn't much competition for radio, but still in the UK 70% of people say radio is the one thing they don't want to be without when they buy a new car. It's the top thing, more than a CD or music streaming. Only 1% say music streaming is essential. Right now. In home, that picture is very different. In home we've seen quite big declines in not the reach. People still come to radio, but they're listening to less. I think that's because of the range of competition. It correlates with age. The younger you are, the less radio you're listening to at home, and the more other stuff you're doing. We know there's a huge rise in the use of social media and internet, etc. We are seeing growth in social, growth in access to our content via YouTube, Facebook, Facebook Live. All of that, we're seeing big growth from a small base, but big growth. The decline really has come where the competition is fierce. I know that sounds very obvious. Take the kitchen. More people have a television screen in their kitchen now rather than just listening to the radio. Not everybody, but more do. Therefore, there's just more choice. It's great, actually. It just means that radio has to produce the right content for you and give it to you in really easy, simple ways across all the devices you want to use. It's very good for the listener, for the consumer, ultimately. The number of teenagers who say in the UK that they're planning to buy a traditional radio device over the next 12 months is zero percent. If they're not going to buy a traditional radio, they're going to be listening via a smartphone or an iPod or another way. That is a huge challenge. That is a good reason to stay up at night, thinking about that.