 There is an epithet now, which is that technology is content and content is technology. The thesis is that these two are becoming indispensable interconnected, that in order to be successful in television and future, you will have to both master the creativity of program making and the use of technology. For example, a lot of content now comes to us via internet, and if it does, the content provider can know exactly who's watching what all the time. So he has a lot of data, this is big data sometimes called, and they can use this to shape the program, shape the future of the program.