ITV

Category: GECs

  • Cas effect: net reach of TV genres down in Mumbai, Delhi, Kolkata

    Cas effect: net reach of TV genres down in Mumbai, Delhi, Kolkata

    MUMBAI: With conditional access (Cas) coming into effect in certain areas of Mumbai, Kolkata and Delhi, the net reach as well as market share of all key genres has come down with the exception of Hindi News and cable channels.

    This is not surprising as Hindi news channels are free to air.

    Audience Measurement and Analytics has done a study on how Cas has afected television viewing. Total usage (Usage per viewer) of television shows a drop of 14 minutes in the first week of January 2007 versus the last week of December 2006.

    In Delhi the drop at the peak of prime time (for cable homes) is close to 12 per cent in the first week of the Cas rollout. Similarly Hindi movie channels too lost viewership all across the day. Mass channels and the mass genre retained reach but lost out on market share and time spent. Cable channels were the biggest gainers in this situation notes aMap.
    Mumbai presented a picture similar to Delhi with mass genre (Cable Homes) losing in terms of viewership in evening prime time and movie channels losing viewership in afternoon and evening prime time. Hindi News and Cable channels gained in market share as well asusage per viewer.

    In Kolkata the drop in ratings of mass genre across various day parts is the most. The drop is as steep as 25 per cent and 39 per cent during the afternoon prime time and the evening prime time respectively. There is a similar drop in ratings of Hindi movies and the drop during the peak day parts both in the morning and evening prime time is to the tune of 23 per cent. Cable and Hindi News channels gained market shares as well as registered an increase in the usage per viewer.

  • Apple launches TV interface

    Apple launches TV interface

    MUMBAI: Apple is moving steadily towards its aim of changing the way consumers view entertainment in the digital arena. The company’s founder and CEO Steve Jobs has unveiled a new mobile phone and a set-top box that allows people to stream video from their computers to their televisions.

    Apple TV, the company says allows users to wirelessly play iTunes content from the Mac or PC onto the teelvision. This service can be used for movies, TV shows, music, photos and podcasts.

    Using Apple TV’s interface, one can browse and view his/her entire collection of digital media from across the room using the simple and intuitive Apple Remote. Apple TV connects to almost all modern widescreen television sets.

    Jobs says, “Apple TV is like a DVD player for the 21st century—you connect it to your entertainment system just like a DVD player, but it plays digital content you get from the Internet rather than DVDs you get from a physical store.

    “Apple TV plays the same iTunes content that users enjoy on their computers and iPods, so now they can even watch part of a movie in their living room, and watch the rest later on their iPod.”

    Apple TV has a 40GB hard drive to store up to 50 hours of video, 9,000 songs, 25,000 photos or a combination of each and is capable of delivering high-definition 720p output. Apple TV can be connected to a broad range of widescreen TVs and home theater systems and comes standard with HDMI, component video, analog and optical audio ports. Using high-speed AirPort® 802.11 wireless networking, Apple TV can auto-sync content from one computer or stream content from up to five additional computers right to your TV without any wires.

    The integration of Apple TV and iTunes lets users choose from over 250 feature-length movies and 350 TV shows in near DVD quality; four million songs, 5,000 music videos, 100,000 podcasts and 20,000 audiobooks.

    Apple also unveiled the iPhone. it has partnered with and Cingular which cloaims to be the largest wireless carrier in the US. It will be Apple’s exclusive US carrier partner the iPhone. As part of this multi-year partnership, Apple and Cingular are working together to provide innovative new features to mobile phone users, such as iPhone’s pioneering and unique Visual Voicemail, a first on any mobile phone in the world.

  • Rive Gauche Television to slate array of reality, docu shows at Natpe

    Rive Gauche Television to slate array of reality, docu shows at Natpe

    MUMBAI: Rive Gauche Television SVP sales Dorothy Crompton, has announced that its slating out a catalogue of reality and documentary programming to international broadcasters at Natpe.
    Crompton said, “We look forward to bringing our ever-growing line-up to global broadcasters at Natpe because it reflects Rive Gauche’s commitment to refreshing the content level and quality of our properties. Rive Gauche has experienced tremendous growth over the last year and we anticipate continued success for our entire catalogue in 2007.”

    Entertainment and Reality Series:

    The Dog Whisperer, season three (20 x 60’) is hosted by canine psychologist Cesar Millan. Millan teaches dog owners to become the pack leader to resolve their pet’s behavioral issues. The series follows Cesar as he visits homes, and works with dogs and their distraught owners to solve the behavior problems.

    Produced by MPH Entertainment, The Dog Whisperer is already sold in 15 territories, including BskyB (UK); NHK B.F. (Japan); TV4 (Sweden); SBS (Netherlands); TV2 (Denmark) and TVNZ (New Zealand) and UBC (Thailand), asserts an official release.

    Is That A Nail In Your Head? (6 x 60’) showcases the shocking, true stories of medical science – all caught on tape. The series features patients who cope with real-life medical battles, facing staggering odds of recovery. Featuring video coverage of medical procedures, Is That a Nail In Your Head? allows viewers to explore the extremes of medicine and health conditions. The series is produced by LMNO.

    Beyond The Badge (10 x 60’) showcases footages of catastrophic crashes, shootouts and attacks on officers captured from police cruiser dashboard-mounted cameras, helicopters and television news crew. The series is a co-production of Matchlight Entertainment and Rive Gauche Television.

    Outrageous Home Videos (3 x 60’) captures the hilarious, candid action of kids in Crazy Kids Clips, Party Fouls and bizarre holiday moments in Holiday Bloopers from unique home video footage. The series is produced by Discovery.

    Documentary Specials:

    Dino Lab (1 x 60’) combines the latest scientific technology with a cast of living, breathing digital dinosaurs created by the same electronic animators who first brought the creatures to life in the Discovery Channel’s Dinosaur Planet. A wide variety of prehistoric creatures are dropped into a modern, controlled laboratory setting where lab technicians attempt to assess the creatures’ abilities with a variety of experiments.

    Outside the lab, technicians put the digital dinosaurs through “real-life” trials, demonstrating their colossal size and strength. The testing space – part Olympic training facility, part obstacle course— is designed to illustrate paleontologists’ latest insights about these creatures in a dramatic and highly entertaining way. Dino Lab is produced by Quiet Motion and is distributed by Rive Gauche Entertainment.

    Cuba: A Lifetime of Passion (1 x 60’) looks at the current reality of the Cuban revolution and its uncertain future. This documentary highlights present-day Cuba, its revolutionary past and its impending changes. After four decades in power, Fidel Castro remains the central divisive figure in a decades-long struggle over what Cuba is, the meaning of the Cuban experience and the country’s future.

    With perspectives from the nation’s citizens, those within the exiled Cuban community in Miami, and American officials in Washington, this documentary reveals how Cuban-Americans and native Cubans are at odds about the country’s future.

  • Zee ramps up prime time schedule with ‘Maayka Saat Zindagi Bhar Ka’

    Zee ramps up prime time schedule with ‘Maayka Saat Zindagi Bhar Ka’

    MUMBAI: Zee TV is sprucing up its primetime offering with the launch of a new weekly show titled Maayka Saat Zindagi Bhar Ka at 8:30 pm.

    Yet another family drama, the show will kick off on 15 January and replace Jab Love Hua, which has been shifted to 10:30 pm and conveniently kicks Johnny Aala Re off the channel.
    Zee TV senior VP programming Ashvini Yardi tells Indiantelevision.com that the channel will be replacing Jab Love Hua with new show Maayka Saat Zindagi Bhar Ka and will position the former into the 10:30 pm slot.

    Maayka Saat Zindagi… revolves around the story of a Punjabi family of three daughters and a son, which struggles to preserve the family bond after the daughters get married.

    It is evident from the programme restructuring that Zee has placed immense faith in the new serial as it will lock horns with Star’s Kasauti Zindagi Ki at the same time band.

    This rounds up Zee TV’s programming plan with Dulhaan, Maayka…., Kasamh Se, Saath Phere, Betiyann and Jab Love Hua to strengthen their weekday 8 – 10.30 pm time band.

    But will the regular Zee fans continue to be glued to the channel during the crucial 9-10 pm slot or will they flock to see SRK in his new avatar, is yet to be concluded?

  • Sahara One to launch ‘Ghar Ek Sapnaa’ on 15 Jan

    Sahara One to launch ‘Ghar Ek Sapnaa’ on 15 Jan

    MUMBAI: A bridegroom kidnapped for a marriage, a wedding held at gunpoint. That is the broad plotline of Ghar… Ek Sapnaa, Sahara One’s new show which launches 15 January at 10 pm.

    Produced by Ajai Sinha of Astitva Ek Prem Kahani fame, the show is superseding Comedy Champions, which is currently airing in the 10 pm slot. The new show will have its task cut out considering the fact that it would be competing against Star Plus’ Kahaani Ghar Ghar Ki, which has just got a makeover, Sony’s Bigg Boss and Zee TV’s Betiyaan Ghar Ki Laxmi.

    Commenting about the show, Sahara One programming head Kalyan Sundaram said, “It’s a family show at an important slot. Though everyone has a space and audience, we are confident of our content. Since it’s a family drama it can’t be completely different from a family soap but the USP is the treatment and with someone like Ajai Sinha you can sure keep high expectations.”

    The starcast of the show includes debutant Sayantani Ghosh as Kakul, Shammi, Alok Nath, Harsh Chhaya and Himani Shivpuri amongst others.

    The plot of Ghar… Ek Sapnaa revolves around the lead protagonist Kakul, daughter of Om Shankar a politico-business magnate of Bihar. Kakul’s family consists of her father, her elder sister Trisha and her brother-in-law, Sujit.

    At Kakul’s best friend Reena’s wedding, Samman, the bridegroom’s friend even though in a committed relationship with Vanshika, takes up a bet with his friends to flirt with Kakul and win her over. Unaware of the territory that he has treaded on, Samman promises undying love to Kakul who in turn falls in love with him almost immediately. Although Samman wants to break free from this situation, he is forced to marry Kakul and takes her home with him.

  • Fujitsu Siemen’s new product looks to take entertainment on the PC to the next level

    Fujitsu Siemen’s new product looks to take entertainment on the PC to the next level

    MUMBAI: European IT provider Fujitsu Siemens Computers has launched its new range of entertainment PCs. the aim is to immserse th consumer into digital entertainment.

    The firm says that the high definition images and crisp surround sound makes users feel like they have dived into the PC game, or in the audience at a live concert. The flatscreen monitors are designed to fit seamlessly into the living room says the firm.

    The Scaleo EV PC has integrated Intel Viiv technology and is now more silent thanks to an improved housing and cooling concept.

    The Scaleo EV allows instant control of all TV, DVDs, music, films, photos and radio with one remote control. With the Intel High Definition Audio and 7.1 surround sound, one can listen to the cinema-like audio quality via the stereo.

    The digital video recorder (PVR) also lets viewers pause, record, and replay from the TV. This is the hub of the digital home – music stored on the PC can be played on the stereo, photos can be accessed on the television and stormed fils can be watched on other clients as laptops. It can store up to 320 GB of data, as well as thousands of photos.

  • Discovery focusses on ‘Planet Earth’ with an in-depth portrait

    Discovery focusses on ‘Planet Earth’ with an in-depth portrait

    MUMBAI: One of infotainment channel Discovery’s biggest shows of the year focusses on Planet Earth. It kicks off on 1 February 2007 and airs every Thursday at 8 pm.

    The 11 part show took five years to make. It used 40 cameramen filming across 200 locations. The programmes were made over four years by producer Alastair Fothergill and his team, who were responsible for the successful Blue Planet.

    Filming involved visiting 62 countries. Each of the 11 episodes (except the first) focusses on one of the Earth’s natural habitats and examines its indigenous features, together with the breadth of fauna found there. Several animals and locations are shown that have hitherto never been filmed, using innovative camera technology.

    Previously unseen animal behaviour includes: wolves chasing caribou observed from above; snow leopard pursuing markhor in the Himalayas; grizzly bear cubs leaving their den for the first time; crab-eating macaques that swim underwater; and over a hundred sailfish hunting en masse.

    From mountains to rivers, the series will take viewers on a journey through the challenging seasons and the daily struggle for survival in Earth’s most extreme habitats. The show uses HD photography and unique filming techniques.

    Some sequences do have potentially disturbing content. Examples include a lone elephant being brought down by lions and a polar bear unsuccessfully attacking a walrus colony and subsequently being overcome by hunger and exhaustion. Fothergill was quoted in reports saying that he asked BBC in the UK for an appropriate warning before transmission in such cases.

    In describing the show Attenborough in the opening montage says, “A 100 years ago, there were one and a half billion people on Earth. Now, over six billion crowd our fragile planet. But even so, there are still places barely touched by humanity. This series will take you to the last wildernesses and show you the planet and its wildlife as you have never seen them before.”

  • Sony Electronics focusses on transformation this year

    Sony Electronics focusses on transformation this year

    MUMBAI: Sony Electronics says that it is continuing its transformation into an entertainment powerhouse.

    At the Consumer Electronics Show in Las Vegas it has a 100,000 square-foot exhibit that brings together all of the company’s strengths from electronics, music and gaming to movies, television and online entertainment.

    In a press conference kicked off by Sony BMG Music Grammy award-winning musician Joshua Bell, several of the company’s US business leaders announced products and technologies related to four strategic growth areas — gaming, high definition, digital imaging and mobile products.

    Sony Electronics president and COO Stan Glasgow unveilled the company’s first Internet video system. He announced that in 2007 the majority of new Sony televisions — starting
    with several Bravia flat-panel LCD TVs this year– will accept an attachable module that can stream broadband high-definition and other Internet video content with the press of a remote control button. The module will be available this summer.

    Glasgow said, “While other companies struggle with standard definition, Sony has developed a scalable Internet HDTV solution with some notable partners providing content”. Those partners include AOL, Yahoo! and Grouper, now part of Sony Pictures Entertainment, as well as Sony Pictures itself and Sony BMG.

    Sony’s Xross Media Bar (XMB), an icon-based user interface similar to what is already found on Playstation 3 (PS3), PlayStation Portable
    and a recently introduced Sony A/V receiver, made its debut in conjunction with the Internet video demo.

    Glasgow also reported that Sony Electronics enjoyed strong holiday sales in the US, which have put the company on track for a year of double-digit growth.

    PlayStation: Sony claims to have shipped one million units of PS3, equipped with high-definition, Blu-ray disc drives, in the US by the end of December.

    More High Definition: Acknowledging its position in what the company calls ‘Full HD’ across practically every product category in both consumer and professional
    arenas Sony Electronics’ home products division senior VP Randy Waynick highlighted a continuum of HD technology from the lens
    to the living room.

    Waynick previewed a prototype 55-inch SXRD Grand Wega rear projection micro-display television with a new laser light engine
    technology that enhances color uniformity and brightness, while maintaining a slim profile.

    He also recounted the success of Sony’s Bravia flat-panel LCD line, which comprises 16 models ranging in size from 23- to 52-inch screens,
    before announcing the newest member of the family, a 70-inch 1080p HD television.

    The model features a new backlighting system and contrast ratio enhancements, as well as three HDMI inputs for full 1080p connectivity to
    the latest Blu-ray Disc players. It is also distinguished by its high refresh rate and x.v.Colour technology, which is Sony’s name for xvYCC, a new international standard in colour technology for personal video applications.

  • Star Plus prepares ground for ‘KBC’ arrival

    Star Plus prepares ground for ‘KBC’ arrival

    MUMBAI: Paving the way for King Khan to make his grand re-entry onto the small screen with Kaun Banega Crorepati (KBC), Star Plus is rejigging its week day prime time line up.

    In a strategic move, the channel has uprooted Karam Apnaa Apnaa from its well-ensconced 9:30 pm slot and placed it in the lower profile 8 pm slot, where it will take on rival Zee TV’s Banoo Main Teri Dulhaan, a show that is giving decent ratings returns to Subhash Chandra’s flagship channel.

    Speaking to Indiantelevision.com on the prime time strategy of Hindi entertainment’s lead network, Star India creative director Shailja Kejriwal asserts that Karam Apnaa Apnaa currently grabs the third top spot on the channel alongside Kyunki Saas Bhi Kabhi…… and Kahaani Ghar Ghar Ki and therefore, it is a good way to kick start prime time viewing on Star Plus.

    In sync with this, Star Plus’ Viraasat which the industry buzz has it is expected to go off air, has now been shifted to sibling Star One’s 8:30 pm slot. Ironically, this position may give way to its gradual demise as it competes with the heavyweight Kasautii Zindagii Kay on Star Plus.
    However, Kejriwal is optimistic about Viraasat and says, “Even if Viraasat carries one third of its audience to Star One, that will be great for the channel.”

    Stretching the prime time line up further, the channel will bring Star One’s Paraaya Dhan with all original episodes to Star Plus at 11:30 pm. Presently, repeats of the show air in the given time slot on the channel.

    Star Plus will have virtually no competition with sister channel Star One for the 9 to 10 pm duration of KBC as Sathi Re whose ratings are almost negligible, remains in its 9 pm slot. In the 9:30 pm position, what will air are repeat telecasts of Paraaya Dhan.

    All hopes that the channel had in the big budget sci-fi series Antariksh, seem to have been short lived as the show is being taken off air. Along with its poor performance, Kejriwal admitted that “it was also too expensive.”

    The rescheduling means that Star Plus has beefed up its week day line up to the extent that Karam Apnaa Apnaa will get the ball rolling from 8 pm, followed by Kasauti… while KBC is positioned at the peak of prime time viewing at 9 pm. This will be followed by the likes of Kahaani…., Kyunki…., Kahin To Hoga and Paraaya Dhan.

    All of these changes will come into effect with the launch date for KBC, 22 January.

    What’s left to be seen is whether season three of KBC with its new look and host can once again rewrite ratings records for Star Plus in the 9 to 10 pm slot and in the process stymie Zee’s resurgence which has been scripted on the back of Kasamh Se and Saath Phere.

  • ‘Expanding home video relationships with the Hollywood studios into other areas will be a big ticket for us’ : Subroto Chattopadhyay – RPG Enterprises – Ent. Sector president and CEO

    ‘Expanding home video relationships with the Hollywood studios into other areas will be a big ticket for us’ : Subroto Chattopadhyay – RPG Enterprises – Ent. Sector president and CEO

    Saregama, India’s oldest music company, is in makeover mode. Having slipped into the red with a net loss of Rs 211 million in the nine-month period ended 31 March 2004, the RPG Group company has chalked out a five-year growth plan in music, movies, TV content, home video, events and digital formats.

     

    The man responsible for this new script: RPG Enterprises – Entertainment Sector president and CEO Subroto Chattopadhyay. The company has turned around and in FY06 posted a net profit of Rs 88.7 million on a turnover of Rs 1.19 billion.

     

    The focus so far has been to put in place the management bandwidth for running the businesses. Now it is all set to execute these plans and scale up operations as a content company available on all platforms.

     

    In an interview with Indiantelevision.com’s Sibabrata Das, Chattopadhyay talks of the efforts made to regain the grand old company’s status as a creative hothouse and of the challenges he faces in establishing Saregama as an entertainment powerhouse with stress on bottomline.

     

    Excerpts:

    How has Saregama managed to turn around after slipping into the red?

    We have put in place a five-year strategy. We have decided where to place our bets and where to withdraw. We, for instance, have taken a stance that we won’t get into owning radio stations. We have divided our businesses, are getting into adjacent areas and have identified touch points.

    What is the plan for the music business with T-series grabbing the lion’s share in acquiring rights to new Hindi movies?

    We have decided to be a content company in music and not a distributor of CDs and cassettes. We will create, acquire and make available to consumers music while remaining platform agnostic. We will be exploiting different delivery systems like mobile and radio. That is a positioning we have taken as part of our restructuring strategy. And we are buying music rights for new Hindi movies like Gangster, Bluff Master, Anwar, Kaliyug and Vivah.

    Have you tied up with the mobile and FM radio station operators?

    We are doing such deals through the Indian Performing Rights Society (IPRS) and the Phonographic Performance Ltd (PPL). That is a strategic decision which we took upfront. We have tied up with all the mobile operators. We also see upside in revenues from radio stations which would soon be springing up across the country. Out of our total revenues, 15 per cent comes from digital format. Our earnings from digital exploitation should go up. Digitisation is critical to our business model.

    What are your digital initiatives?

    We are launching an entertainment portal and it is likely to be called saregama.com. The aim is to make it the digital supermarket of entertainment. Consumers can download music and later on we will add movies. We are behind schedule by four months as we are adding many other features.

    How much of Saregama’s library is digitised?

    We have digitised 190,000 out of the 300,000 tracks we own. We will have the remaining content digitised and work on it will start by April-May. This process, in fact, has helped us discover our vast library. We, for instance, came to know that we have 30,000 tracks in Tamil. The challenge is for us to go out and make our products locally relevant.
    ‘Valuations are too high at this stage for acquisitions. We are in the make rather than buy mode‘

    Saregama had stopped producing movies as it started losing money. Why is it making a re-entry?

    When we sat down and took stock of the company, we decided that we had to be on the content side of the business. We identified our second vertical should be films because it is adjacent to music. The ecosystem is changing and we believe technology will have an impact. The game will change dramatically and we won’t have to depend entirely on the current star-loaded model.

    What is the business model you are adopting?

    We have identified creative people to head the business. We have taken on board BR Sharan of Lalita-ji Surf ad fame and noted film actor-director Aparna Sen who will look after the Hindi and Bangla movies. We will be producing movies in these two languages initially. Bangla is a widely spoken language and the overseas population (including Bangladesis) is large. There is shortage of good content and we can create a business out of this market. Noted cinematographer Vijaylakshmi will also be involved.

    What will be the budget size and how many movies will Saregama be producing in a year?

    We may start with mid-budget movies and see how we can scale up along the way. We have just taken in the people and will be firming up the business plan within three months. We will try and build a financial logarithm to movie making. Our focus will be to make good movies with strong scripts.

    Saregama already produces TV content in the southern languages. Will you be expanding into Hindi as well?

    We produce 14 hours of programming per week for the Sun group of channels. We will be transferring that capability to the other languages. We have Sharan, Sen and Vijaylakshmi to take care of the TV content business.

    Saregama was in negotiations to buy controlling stake in K Balachandar’s TV content company Min Bimbangal, but the talks failed. Is there a conscious decision not to take the acquisition route?

    We are in the phase where we realise that capability build up is crucial to us. We were in the buy mode, but now have decided to be rather in the `make your own product’ mood. Valuations are too high at this stage and the overall company philosophy is that we make rather than buy. It is because of a mix of both these reasons that we are not acquiring.

    Do you have plans to ramp up your home video business?

    We are exclusive partners with some major Hollywood studios like Paramount, Warner Bros, Universal, Dreamworks and MGM for distribution of their home videos in India. We have access to 20,000 films and it contributes around Rs 250-300 million to our revenues. It is a nice business to be in. If we can expand our relationships with the studios into other areas, it will be a big ticket for us. We also distribute Hindi movies but our fundamental positioning in the home video segment is that we provide the best of international flavour.

    Moser Baer has entered the home video segment and drastically dropped down prices of VCDs and DVDs. How do you see that impacting the industry?

    We don’t believe in price drops as a competitive strategy if we can hold them firm. People, after all, buy content. They will pay more for better content.

    Will you be getting into event management as well?

    We will have a presence in this vertical as it brings consumers and entertainment together. Our broad plan is to be available for music, home video, theatrical, domestic and international consumers.

    Saregama was earlier thinking of merging its two overseas subsidiary companies RPG Global Music and Saregama Plc. Is that plan dead now?

    We are happy being in the state of status quo. Our focus is to first fix the business and create clean surpluses in each subsidiary company so that they become robust. We use them to deliver products to consumers in different areas of the world. While Saregama Plc focuses on the UK, US, Europe, Canada, Caribbeans and South Africa, RPG Global looks at Middle East, South East asia and New Zealand. And as India globalises, our subsidiaries will become good and strong.

    What is the status of HamaraCD.com?

    We are changing the positioning and it will become B2C. Consumers can place an order and we will get it delivered to them.

    How much will Saregama be investing for expanding its business?

    We will be firming up our fund requirement after we decide what we will make and what we will buy. We are evaluating our options and haven’t taken the decision yet. We have been busy cleaning up our operations and strategising to be in businesses where our performance not only becomes successful but also sustainable.

    Won’t Saregama forego a big opportunity by chalking out a slow process of growth while some media companies are taking an aggressive route?

    We have been funding our growth from internal operations and internal accruals. Our purpose is to keep tight control and make the businesses sustainable. Our ability to accelerate will be better two years later. We have not yet become a creative hothouse as we were earlier. We are preparing ourselves towards that. The entertainment industry needs management bandwidth to run the businesses. None of that was required in this industry earlier. But those days are gone.

    Will you not then be left with too little space in the marketplace?

    We will be moving fast in the areas of exploitation, music and cinema content. We have formed business units and are building competitive advantage and strategy for them. If those dots join up, then it will be very exciting for us.