 You know, the last 25 years have seen a spectacular boom in content creation. We no longer talk just about a small number of production hubs. It's not just Hollywood, Bollywood, Hong Kong and Europe. Now you have content being made everywhere and you have audiences everywhere engaging with this content like never before and it's really spectacular to see. We take the example of Sub-Saharan Africa where there's been an incredible growth of content production and a growth in the number of platforms available for audiences to engage with films and TV and we like to say that every time someone has a good experience watching a movie or watching a television show that's good for everybody who makes movies and TV shows and we've reached this inflection point now where we have to ask ourselves what does it take to make this boom sustainable? Make sure the marketplace is not dominated by a small number of platforms or outlets. I think copyright plays a really critical role in that so that's what gives the power to the creator and the producer to approach the marketplace, shape the audience, shape their product for the audience and that's what we ultimately want to see is the ability of creators and their business partners to engage with audiences make them happy around the world. I think it's a fantastic future for the for the creative sector because people love what we're making and they engage with it and the more they do that the better off we are.