 We started as after the agency 1984 and then you know the business, the changes in the environment, the whole dynamics caused us to become a multi-faceted, integrated marketing communication service provider, which is when we got into BTL, PR, events, media, all kind of special services and then that thing bloomed and then our next big step was that you know we were busy serving clients and we asked ourselves a question, is it a good idea to sell our creative solutions, our thoughts, our ideas, our properties to our clients or at for a one-time fee, how much can they pay, they pay me 10 lakhs, 5 lakhs, 20 lakhs or should we try and follow the PCS model, TARA Consultancy Services those days had just launched Tali and the story of Tali was very simple, you know prior to Tali everybody who came to a software solutions company, the solutions company understood the requirement just like us, like an agency and created a customized solution for them, again the solution took the money right, now this may have cost them 10 lakhs or a lakh whatever, so when TARA realized that listen everybody is coming to them for an accounting solution, so they combined that entire brief and created a uniform product and called it Tali and they launched Tali and then they gave people an option to tweak Tali marginally to suit their individual requirements, now when they did that, that one Tali sold for maybe 10% of the total solution cost but they sold hundreds of thousands of Tali's right, so we said we should do something similar, so we tried with one or two of our clients and we said to them that one was Reed and Tala, you know we gave them a line born with the best, so we told them listen we're not going to sell the line to you, you pay me 50 rupees every time we use the line and the guy thought around for a bit and he says no, I pay you one time, how much, so we realized it's not going to work, we also tried with Hero Honda, in those days just Hero Honda, it wasn't Hero and we came up with a line called Deshki Dhadkan for them, we ran a big campaign successful in those times and we told them okay we don't want to sell the line to you, every time you use it pay me 50 bucks, 100 bucks, whatever and they said no, take lump sum, go to hell, I said what does this mean, it's my idea, it's my thing, it's up to me to decide that I want to sell it or I want to lease it but the whole, the way the industry was, nobody would take that idea, so we said come on, after I leave it, we'll try this elsewhere, which is when we go into movies, content, events and these kind of wide piece, we raised some capital but we blew all of it up in the first year itself, the global economic meltdown hit us, so we lost a lot of money in the movies and luckily we survived and you know we made some properties like sunburn still come alive, as we speak today, I think we've done, we've gone around a complete circle, 33 audience as of Jan, right, I think this whole thing, so we're broadly three sides to our business now, what is the whole mark home piece, marketing, communication, which was originally just an advertising agency that became multifaceted, you know whatever services and this other side of our business is content, okay, which is your movies, television content, digital content, so on and so forth and the third part, which was a part of live content, which is entertainment, which we made now live media, so now three big blocks, the entire mark home piece we've now unified under Percept One, so we are now marketing ourselves as mark home solutions service provider, rather than an advertising agency or PR agency or digital agency or media agency, we're not and that is I think we believe what the client needs, because the client also fed up of dealing with multiple vendors, I mean today even if a client has a you know two crore, ten crore budget, he needs to deal with some 20 agencies, so you're trying to offer all the services with one roof, so I think that's the future and that's what we're focusing on doing, on the content side we're a bit slow, but we're trying to rebuild Percept pictures, we've got a couple of releases lined up and we are going to go pretty big on the digital content, the short format content and live entertainment business is repositioned as live media and which is doing fine now and we are, I won't say making a lot of money, but we are definitely in the black, so we're okay now. More consolidation, more focus and more efficiency, that is all that we are focusing on, see we grew too wild, we grew too wide and I think we, I would say it's wrong to be ambitious, we solely were ambitious and we will continue to be, but I think we went a bit too thin and a lot of these things that we tried to do were up, couldn't have done, couldn't have done them better, but it's just unfortunate that they coincided with entire collapse in the so-called ecosystem, so the global economic meltdown 2008, 2009 and that's the time when we put all our lives earning plus all the money that we raised and all the debt that we had into the pipeline and when our products were ready there were no takers, so in one shot we blew up a couple of hundred crores, now that's tough, now we struggled for a few crores, that time we blew up a few hundred crores in a matter of months, so it'll take us a little while to clean that out, so we have, I wouldn't say downsized, we have right-sized our organization, we are bringing focus of what we are doing and it's okay, we've done this many times before so we'll do it again.