 Thanks so much for having me here, the entire Pitch Madison team, a shout out for sponsors always amongst my most favorite people, the list you see there. And if I get it right, you're streaming this, right? Not broadcasting? I think pretty passionate presentation just a moment ago. I can't help but think that maybe some people of my vintage would remember this from 25 years ago when there was a passionate defense of typewriter saying typewriter cannot be replaced by word processors. Yeah? Or just a few years ago, what was it, feature phones? Feature phones can never die, smartphones will never come in, but anyway, we should move away from there. The reason I put this quote up is we are possibly in the middle of a revolution, yeah? And when you're in the middle of a revolution, ask all those typewriter guys, it's very difficult to see when you're in the midst of it saying that there is a revolution coming. The good thing is that this revolution, this time, is giving us two months advance notice, right? Because ITL comes in approximately two months. So there are decades when nothing would happen, but these two months, lots would happen. Sorry, am I supposed to forward this? So the key question is, or the question that was posed is how should brands decide? Is it TV or digital? And I think that's a pretty unfair question. Actually the question should be, should it be linear TV or should it be digital streaming, which includes mobile, TV, web and more? All said and done, this is reality. And as you heard before, you must check this with Bach, what's happened? It's now down to 108 and going down further. This is what has happened on ratings. And I can tell you, I really feel for it. I sold TV for a number of years, as a lot of you know. This is what has happened on ratings. But yeah, ratings can go down because a number of things, right? And all of you are bigger experts than me in this room on how ratings work. Ratings work as a function of reach. This is what has happened on reach. But very often when you talk about reach, the theory is that it's because time spent would have gone up. Engagement on television can't go down. And this is what has happened on engagement. I'm just going to leave that for a minute. Sorry, not a minute. A minute is a long time in digital, so I'll just leave that. So if you honestly ask me, this is what has happened. The growth of internet users and as well as connected TV users has gone up dramatically. And this is the reason why you see the struggles which a legacy medium like television has. And if you don't believe me, just wait for what is it, five, six months when the World Cup comes and you have people selling TV and digital together, you'll see the story. One of the things that we want to do is this time, ensure that there are absolutely no barriers, yeah? Whether it's a barrier of affordability, we will absolutely ensure that anybody who has access to an internet device will be able to watch IPL and will be able to enjoy IPL as long as they want. So there is no five minute restriction, etc. Every consumer, as long as they want, can enjoy it. And there are some mind blowing features that I'll talk about very soon. But let me first start with, why is the scale so big? We'll have 12 languages, including languages that haven't been done on sport before, like Bhojpuri, like Udyya. This is going to be complemented with four other interest feeds for the cricket fanatics, fantasy feeds, lifestyle feeds. Basically anybody who wants to watch IPL will actually have an option of watching it in their desired language, in the desired cohort that they want to. And we have over 140 experts and this is growing day by day. And if you think about the people, so one is about claiming a number. But the people we have include AB Devaliers, Chris Kale, Suresh Raina. You name the biggest names, Anil Kumbley. So anybody who's a who's who is going to commentate on digital. Why? Because they recognize where the medium is going. It's better. HD is there, but 4K is about ten times better than SD. We will be providing 4K feeds absolutely free. So on any device that you want, you can actually watch this. Multi-cam, as a consumer you can choose which camera angle suits you best. You want to see it from the bowler's hand, you want to see it from the spider cam, all those options right in the consumer's hand. These are natural advantages of digital, right? Because you have immersive technology, which include a play along, which is meant to ensure that consumers are glued to our screen for the entire match. So there will be interesting ways that consumers can participate. And this is something that no dumb medium can deliver. This is absolutely something that an interactive medium can deliver. Social chatter, you can sort of converse with your friends, engage, exchange ideas. You can also react to saying, look, this is what I feel. Donis got out, this is what my view is. We'll also be doing a first time 360 degree VR experience. And we will do it in a really, really affordable manner such that the average Joe can watch it on their screens. Efficiency is something which is very, very important. And it's really important to figure out who you're targeting, right? So you need to have a really out of the world cohort whom you can't target very, very specifically on IPL, on GeoCinema. We'll have about 20 cohorts whom you can uniquely choose. Now, the advantage of this is there is zero wastage. And I'm sure all of you know, advertisers know this, agencies know this. If you're selling a car, you don't really want a two-year-old baby to be considered a viewer and end up paying for it. The real key here is that if you're targeting women who are 15 years and above and in Bareli, you actually end up paying only for them. You don't have to address the whole of India and sort of assume that that is your calculation for CPM. Your CPM calculation should be based upon who you target, because that is the relevant audience you're reaching, yeah? And 100% measurement. You pay only for what you sort of consume. And this is actually really, really important. And I would certainly encourage all my television colleagues also to do this to ensure that it's only, it's not based upon an average selling rate, based upon some assumption of rating, especially in an era when ratings are going down, you should only be asked to pay for what is delivered to your target audience. Digital CPMs are lower, and you can do this. We can sort of sit down and sort of simulate this and work with any TG. And we'll work with the Bach-defined TGs, because that's how you will actually get the confidence of what is right. So again, just leaving this here for 10 seconds. The other thing that we are doing is unlike legacy medium, we will not just leave the ad once it's done. Your consumers, if they like it, or if your ad has played during the event, for the entire event, there will be a rail which is dedicated for your ads. The implication of this is you've paid once for the ad, but during the entire IPL tournament, your ad continues to be there. If it is liked by consumers, it actually comes right up. So this is something that, again, legacy medium can't do. I think we will certainly aim to hit 500 million plus. And just to give you a sense, this means 500 million people that you can target. This is not one minute reach. You know, one minute reach during 74 games or four hours or something, that is not what you're saying. You're saying, look, if you pick 300 million people that you want to reach, then 300 million people will see your ad. You pay us only when that happens. And don't believe me. For all in the room, please do come down to GeoWorld Center on the 20th and 21st. We are running an interesting exhibition where we will demonstrate each of them. Unfortunately, Sam didn't give us too much time, and it would have taken long to demonstrate this. But I would invite each one of you to come see, play cricket with our legend cricketers, but certainly experience a digital medium here. And that's free too.