Mumbai: Disney+ Hotstar creates history yet again with a record-breaking peak concurrency of 5.3 crore viewers during the semi-final match between India and New Zealand of ICC Men’s Cricket World Cup 2023. Virat Kohli registered his 50th ODI century in the semi-final match surpassing Sachin Tendulkar’s record of 49 centuries in ODI format. The outstanding Indian team stands undefeated in the tournament and is now only a match away from the coveted trophy.
Let’s take a look at Team India’s performance in the ICC Cricket Men’s World Cup 2023 so far:
● Team India defeated Sri Lanka and South Africa by bowling them out with a double-digit score
● Rohit Sharma ‘The Hitman’ becomes the top player with 51 sixes in the ICC Men’s Cricket World Cup after Chris Gayle
● Virat Kohli ‘King Kohli’ is the top scorer with 711 runs in ICC Men’s Cricket World Cup surpassing Sachin Tendulkar’s record of 673 runs
● Mohammad Shami becomes the first Indian bowler to take 7 wickets in one match in ICC Men’s Cricket World Cup 2023
Commenting on this, Disney+ Hotstar India head Sajith Sivanandan said, “It’s not just Team India breaking records with their 10th straight win at the ICC Men’s Cricket World Cup 2023. Indian fans are also tuning into Disney+ Hotstar in unprecedented numbers. Their incredible passion has led us to shatter the peak concurrency record four times during this tournament, setting new benchmarks in live sports streaming. The 5.3 cr concurrent viewers for India’s semifinal against New Zealand exceeds the combined population of Australia and New Zealand by more than 1.5 times! This milestone is not just a triumph of technology but a testament to our viewers’ unwavering support. With the final just around the corner, we look forward to bringing the nation together to witness the making of sporting history.”
Disney+ Hotstar, in collaboration with the International Cricket Council (ICC), recently added MaxView – a technological innovation that allows cricket fans to watch the game in vertical mode (9X14 portrait view) for the very first time in the history of streaming cricket. This feature facilitates a one-handed viewing experience, aligning with the way most users consume content. MaxView is a brand new, bespoke opt-in feature. Other surrounding features, such as the Live feed tab, Scorecard tab, have also been made available in vertical mode, along with vertical ad formats.
Following the success of the Asia Cup 2023 and the ongoing ICC Men’s Cricket World Cup 2023, Disney+ Hotstar recently announced that Pro Kabaddi League Season 10, will be made accessible to all mobile users without the need to subscribe.
Mumbai: After the resounding success of the Asia Cup 2023 and the ongoing ICC Men’s Cricket World Cup 2023, Disney+ Hotstar is gearing up to present Pro Kabaddi League, the most watched sport in the country after cricket. The platform has announced that the upcoming season of Pro Kabaddi League will be available to stream for all the mobile users in India starting 2 December 2023.
The decision to enable ad-supported streaming of the tenth edition of Pro Kabaddi League closely follows the historic viewership achieved during the ICC Men’s Cricket World Cup 2023. During the India vs South Africa match, the platform recorded a peak concurrency of 4.4 Crore viewers, and this is expected to go up as we draw closer to the culmination of the tournament.
Commenting on this, Disney+ Hotstar India head Sajith Sivanandan said, “The landscape of sports viewing is evolving, as was witnessed by the phenomenal response to our free on mobile offering during Asia Cup 2023 and ICC Men’s Cricket World Cup 2023. Our audience is continually seeking the thrill of sports with the convenience of on-the-go access and we are elated to meet this demand. The popularity of Pro Kabaddi League spans across age groups and by making it available to all our mobile audience without having to subscribe, our aim is to make Kabaddi accessible to all of India and foster a stronger sense of engagement amongst the fans.”
The upcoming season of the Pro Kabaddi League will be conducted in a 12-city caravan format with 12 competing teams.
Tune into Disney+ Hotstar to stream Pro Kabaddi League 2023 live. The tournament will also be broadcast live on Star Sports Network.
Mumbai: With a potential reach of 600+ million, the World Cup on television is the place to be for advertisers looking to capture the attention of viewers during the festive season. The interview series “Pitch Perfect” discusses with leading marketers their thoughts about the World Cup and how advertisers can best leverage the mega event on television.
Indiantelevision.com’s Anil NM Wanvari in a fireside chat with Britannia CMO Amit Doshi association with Cricket on Live TV.
Edited excerpts
On live sports role on television as a marketer
If you look at the Indian landscape, there are a few passions that bind us as a country. Cricket is pretty much a religion for most of the country and it provides those really high-octane eyeballs, and media situations for us as marketers. It’s an opportunity for us to reach out to large audiences at scale in a short period of time. It’s getting proven the world over, while there may be those switches in some parts of the media-consuming population to streaming and to look at, mediums which are beyond appointment viewing. But when it comes to live sports, everyone wants a big screen, everyone comes together and there is an ambience of people really tuned in to what’s playing out. That’s a great opportunity for most marketers, and that’s how we view it. Especially time for let’s say a new product launch or a promotion, which is for a specific period and want to build reach very quickly. Live sports on television is certainly a great vehicle. In India when it comes to live sports, obviously, nothing beats cricket.
On your association with the IPL and in terms of brand and business impact for Britannia
There were a bunch of brands that we advertised at that point in time. The good thing about live sports broadcasts at this point in time is the multiple feeds that have been created, which are language feeds, HD feeds, and streaming feeds, and what it allows brands to do today is to be far more intelligent, far more precise about how we’re using media. That has been a big change, I would say, compared to the previous, we did use that feed quite intelligently. So, for example, the Tamil feed, a brand like Milk Bikis has been advertised through it. If there’s a mass brand like Good Day, we had the opportunity to use national feeds going into the Hindi-speaking, and English-speaking markets. So, there were a bunch of brands that we married, the media team did a really smart job of marrying them intelligently with the different feeds. We’ve always seen good results. With live sports on television, it obviously manages to build a quick reach in a short span of time and is able to add so much more fuel and muscle to the media plan. I think it has to be an absolute meeting of two things and I believe it has to be a meeting of the business or marketing objectives with the property.
On large-scale collective viewing during live sports especially Cricket World Cups helping advertising brands drive impact
It obviously makes for a great opportunity to increase consumption. I don’t think advertising exactly at that point in time translates into a long-term effect of advertising. So if one has done consistent advertising over the last few quarters, hopefully when the Cricket World Cup kicks off, that brand gets preferred over others. We’re quite confident that with the rate the portfolio of choices, or the new products that we have, not just biscuits, we have croissants, crackers, snacks, and beverages now, which are premium products, which you can munch around this time. So, we’ve got a bunch of different products, not just biscuits, which present the consumer with many options depending on who they are and what the size of the party is at home.
Mumbai: The festive season brings a double whammy for advertisers and brands as the Asia Cup and the much-awaited World Cup (Hosts – India) is set to take the country by storm. With a potential reach of 600+ million, the World Cup on television is the place to be for advertisers looking to capture the attention of viewers during the festive season. The interview series “Pitch Perfect” discusses with leading marketers their thoughts about the World Cup and how advertisers can best leverage the mega event on television.
Indiantelevision.com’s Anil NM Wanvari in a fireside chat with Mondelez India Anjali Madan association with Cricket on Live TV.
Your thoughts on India winning the recently concluded Asia Cup which you were a part of on TV
Well, I was definitely elated and it’s a great thing for the team and Indian viewers with the World Cup coming up. We were at the Asia Cup as a sponsor brand. It’s a great investment for us from an opportunity standpoint.
On your thoughts about the World Cup 2023 and any plans to leveraging this opportunity
The timing is absolutely perfect for us. It’s also the time of the year when all our brands are, targeting different sets of consumers for the festive season. We have a large gifting portfolio of brands and chocolates have now become ubiquitous to the gifting category. So we will be going live with some interesting campaigns at that point in time and the timing couldn’t get better.
On how Mondelez is planning to leverage Cricket World Cup on television
There is going to be a lot of excitement around it. We are expecting that a lot of people will tune in to watch the megaevent. We have a remarkably interesting campaign that we are launching at that point in time. I cannot reveal too much about it. But it’s a campaign that you will see centered around one of our brands that has a very large share in our portfolio.
We also have a campaign for Cadbury Dairy Milk. Cadbury Dairy Milk every year comes live on to the IPL. We have a theme of generosity around the brand. So you will see the generosity campaign coming to life again during the World Cup and there’s a lot of engagement planned with the brand. It’s a very new and refreshing take on generosity for the campaign this year. That’s what we have planned in the pipeline. Definitely I think it’s going to be one of those events where everybody is going to be glued to their TV sets for sure or their mobiles to catch the action.
On how Mondelez has benefited from its continued partnerships with Star Sports on major cricketing events
Like every year, we have a very interesting campaign that we do with the IPL with the network that we are working with this year for the World Cup. I think one of the big things that we see every year for us when we do IPL is that the ROI uplift for us is significant. We see almost a 3-4X uplift that happens in the brand metrics as well as our ROI numbers when we are on cricket. And that’s a huge impact property for us that we’re building.
The association also means that they help us get the right talent on board. They also help us with planning out how our activity should happen. We have special content snippets that we have, we have placement that happens at the opportune moment during the sporting season. I would say that they are indispensable partners of ours for all these years. Undeniably, they are the ones that helped us bring the eyeballs in so a very strong partnership over there.
On the role of cricket on television has played for Mondelez in driving impact
I think one thing for sure is that television helps you get that quick, rich build-up that you need, especially with a high-impact property, like sports and cricket. You get that build-up almost immediately for your campaign, what also helps us is that there is a lot of peripheral activity that happens as well, apart from the main sporting event itself, right. Apart from just the matches, there’s a lot of other conversations that happen. Those conversations that happen around the matches, what is happening in the back rooms, and what is happening with the players and the commentary and all that helps us build a lot of the storytelling that we want to do for our brand. We leverage that I would say phenomenally well with Star Sports and our association over the last few years.
Even today, watching a sport on a big screen is an experience in itself. A lot of people who watch sports on their mobile phones probably are catching up on what they have missed between the big events in the activity. Watching the World Cup or watching the IPL or watching any sport on a large television screen has its own charm and the role of television is undeniable in that case. What we did with Star Sports is every year in partnership with them, we work very closely with their content and editorial team to build the central thought or idea that we have around the brand.
Mumbai: Star Sports, the official broadcaster of Asia Cup 2023, has achieved a record milestone for sports viewing in India. With an astonishing 266 million viewers tuning in to the Star Sports’ live broadcast for the tournament, excluding the final, Asia Cup 2023 has become the most-watched edition of the tournament. Total viewing time for the tournament has increased by 75 per cent compared to the previous edition with over 73.5 billion minutes watched, excluding the final. The ‘Super 4’ encounter between the ‘Greatest Rivals’ (India & Pakistan) was the highest-rated ODI match ever, outside of world cups, garnering more than 6.4 million AMAs.
The tournament also witnessed 75 per cent growth in live match ratings (TVR**) for non-India matches. The extraordinary response to the tournament reaffirms fans’ love for multi-nation cricket with marquee stature and strong context.
“Disney Star’s presentation of Asia Cup 2023 was focused on elevating the stature of the event as a premier multi-nation tournament with the greatest rivalry – India v Pakistan – as its centerpiece. The unparalleled success of the tournament, despite challenges related to the unpredictable weather, reflects the impact of Star Sports’ multi-dimensional marketing campaigns, enhanced programming, ‘Best in the world’ coverage and most of all, the deep relationship India’s leading sports broadcaster has with Indian Cricket fans. It also underlines the pre-eminence of marquee multilateral sporting events on TV as the ultimate aggregator of audiences. The record viewership for India and non-India matches in Asia Cup also sets the stage for fandom to touch new highs during ICC CWC 2023 and for previous records to be challenged,” said a Star Sports spokesperson.
Asia Cup 2023 was not just about on-field heroics; it was a complete cricketing experience that brought fans closer to the game they adore. Star Sports went the extra mile to provide viewers with exclusive behind-the-scenes access to Team India. A diverse panel of cricketing experts offered their insights and analyses, elevating the viewing experience to new heights and keeping fans engaged on rain-affected matchdays. Shows such as ‘Follow the Blues,’ ‘Game Plan,’ and ‘Cricket Countdown’ delved deep into the nuances of every game, enriching the understanding of die-hard fans and casual enthusiasts alike. These shows not only provided a comprehensive view of the tournament but also celebrated the spirit of cricket.
Asia Cup 2023 has set the stage for the ICC Men’s Cricket World Cup 2023 and Star Sports is geared up to bring fans closer to the live cricketing action with Team India playing the warm matches against England and Netherlands on 30 September and 3 October respectively.
Catch all the action from India’s warm-up matches vs England and Netherlands, on 30 September and 3 October, LIVE & exclusive on the Star Sports Network and Disney+ Hotstar.
Mumbai: The festive season brings a double whammy for advertisers and brands as the Asia Cup and the much-awaited World Cup (Hosts – India) is set to take the country by storm. With a potential reach of 600+ million, the World Cup on television is the place to be for advertisers looking to capture the attention of viewers during the festive season. The interview series “Pitch Perfect” discusses with leading marketers their thoughts about the World Cup and how advertisers can best leverage the mega event on television.
Indiantelevision.com’s Anil Wanvari in a fireside chat with Bimlendra Jha, Navroze Dhondy on the Jindal’s association with Cricket on Live TV.
Edited excerpts
On associating with cricket
Jha: Well, there are two religions in India, cricket and Bollywood. If you really look at it, somebody had the brilliant insight to combine the two in the form of IPL. IPL has become the greatest sensation because of this unique combination that works so well in India. Getting associated with this large number of viewership where particularly any brand that gets associated with sports, always gets more positive vibes compared to anything else, that is what the research says. Missing action in this one is not a great thing for any brand that wants to really establish itself at the national level.
On associating with cricket for the first time
Jha: It was last year and we started getting associated with many other sports also. We have been supporting sports at tribal level. Wushu, which many people would not have even heard about, we produced international champions out of that from the tribal boys and girls. We are into kickboxing, hockey, and we are supporting a lot of sports including kabaddi, we have been associated with different sports. And I do believe that when you are trying to become the number one brand at that time, having higher visibility, particularly through the sports channels, is a great way to connect with audiences.
On approaching mass media communication and not going for trade advertising
Dhondy: That’s a very interesting question. Jha and I had this discussion since last year. So as Jha just mentioned, this whole association with sports began last year, with the Pro Kabbadi League, moving on to the ISL, Women’s World Cup, and of course, IPL and now Asia Cup and the World Cup. If you look at the essence of the brand, for eg. Jindal Panther, the brand name itself evokes a certain personality. So when you have a brand, which has a very strong brand personality, you have to find the right kind of fit in terms of the media opportunities too. Sports, interestingly, is a perfect brand fit, because it talks about speed, talks about strength and flexibility exactly what the brand stands for.
Jha: To answer your question on why approach mass media communication for what could potentially be only a B2B brand. But India is a very unique place, you would not imagine rebars being retailed in any other country like India. And if you really go across the country, you would find retail outlets for rebars and cement. Now these retail outlets are the ones which are catering to really small demand and a large proportion of steel through the rebar route and cement gets consumed in retail. So creating these footfalls is a very important element of strategy, particularly if you want stability in your supply chain. Retail provides the highest amount of stability compared to B2B sales. In fact, B2B sales may have large variations in prices. Retail gives far more consistency in prices. So anybody who wants to really sell his rebar well, would do well to consider the retail segment in their strategy.
If you look at the pyramid of the rebar business, right on top are the B2B businesses. So, big builders, big developers like DLF etc, do you buy a flat and you don’t know what rebar and what cement is gone into it. But when you come down the pop strata and you go into smaller towns, that’s where people like me, when I came from from Alabama, we all need our own homes, and those other small towns where a lot of construction is happening, either making your own shop or your own factory or your own home. And that is where a brand connected with B2C is also as important as it is for B2B.
On the retail constituent of your entire sales
Jha: At the moment, it has been a lower percentage. Pure retail has been about 25 per cent. But we want to take it to 75 per cent.
On what does it mean for being an advertiser, having a massive national distribution network and associating with a sport like cricket
Jha: I think you have to be smart about the money that you spend. If you take a titled sponsorship, it has a completely different connotation, it has completely different viewership. And it allows the viewers to soak in with this kind of a title sponsorship. So, we have been smart about what we are wanting to do, and we do not want to burn the money and use it in a manner where it does not give us the proportionate returns. So we have done our own evaluation and we have actually cherry picked some of the events that allow us to get more miles for our buck.
Dhondy: You will have very large investors in cricket, we have heard the story about dream 11 and all the various dot coms and gaming, investing large sums of money being thrown into cricket. But what we need to do, the word which is very important, is smart and making sure that we stand out of the clutter whether it is a one day match or in a T20 match.
The choice which Jindal made and what we all worked together to create Jindal Panther cricket live made it stand apart. It actually had a unique spot, a unique position in the entire broadcast ecology and therefore we got that standard part to the extent that literally within the first three or four days, I remember we were having a discussion with our trade partners and the word they use was Jindal Panther ‘Chaa Gaya’.
On collective viewing experience helping getting the word out to your viewers and targeted audience
Jha: There are multiple ways like being visible.Visibility is not in short supply as far as Jindal Panther cricket live is concerned, it gets mentioned every now and then. It is constantly there in front of your eyes, as you’re watching that program pre match, mid match and post match. Much more than that, what we have also done and that is where Navroze has helped us a lot in creating some crucibles of experience, where we have taken our channel partners to the studio to get them to experience it. And they can’t get over themselves about these kinds of experiences. This is what by word of mouth further spreads into the channel. Now people look forward to the opportunity of being selected to be able to get into that exclusive group of people who would be chosen for these kinds of relationship building exercises, I think this is invaluable money can buy.
Dhondy: Along the way, we realised that viewing sport happens in three different ways. One is a very individualistic one, when you’re on your mobile, and you’re just watching it one on one. One is in a family environment where you’re at home, and you’re watching with three or four or five people and one is on a much larger scale. It could be in a bar or a pub where you got to 300-400 people watching it together, or a larger place where they put up a huge screen and you got 500 to 1000 people watching it together. In all these cases, interestingly, from that small four inch mobile to that 100 foot screen, when the brand is being visible across, the best part is you are not missing out any target view, you are not missing out any opportunity. The large screen with those big speakers almost transforms the person sitting over there into a real stadium kind of an environment, which actually helps and has a halo effect and rubs off on the brand. So many things are very intangible. But they have their own magic, which they create for the brand.
Wisden, better known as the bible of cricket, is an almost 150 year old brand and they were collecting data all the time. But it was just one book published every year. It’s only in India, that from the year 2002 onwards, the last 20 years, we were the pioneers of something called the pre, the mid and the post show which is what Jindal Panther cricket live is all about, you know the interesting insight about this. We as Indians love statistics, we love records, we love discussing and debating and that is why the eyeballs are sticky eyeballs, even for non line in most of the countries the moment they gave us over, telecast is over. But in our country, the game carries on to almost half an hour 45 minutes so that is where the magic of the Indian madness statistics lies.
On the association helping in terms of getting your customers to really buy further into the product
Jha: One of the constant themes of all our interaction with our retail channel partners has been that we are not visible adequately. That was the pre Jindal Panther cricket live. And one big difference that has already happened is that our channel partners are absolutely cheering this entire sponsorship because they have seen that now people ask for Jindal Panther by name. There is still a bit of a brand association of Jindal that rubs off on some spurious other brands who try to claim the same kind of stature as a result. So that’s a good problem to have, because imitation is a form of flattery. Of course we can use the same channel to also communicate to the people, to be careful about not getting duped by look alike brands.There is a lot more that can be achieved compared to what we have achieved. We have occupied the top of the mind slot. The next is to also educate people on being careful about what they choose.
On being important to be consistent in your associations with cricket orbit
Jha: I said earlier that cricket is a religion in India and it is likely to remain a religion in India. There are more sports that are coming up in India and I think the time has come when there is adequate support for sportsmen. And we would like to continue our association with sports not just for cricket, but also for other sports which do not sometimes get that kind of money visibility etc. We are very happy to see for example, the premier Kabaddi League, after IPL has got the maximum amount of eyeballs and we felt that getting associated with Kabbadi which is a quintessential sport invented in India and once again, the speed strength flexibility are the values that are very core to the sport of kabaddi there. We also find that there is interest in some pockets particularly West Bengal and Kerala, around football more than anywhere else. But increasingly it is finding an expression and viewership as well as coming into the collective consciousness, both soccer as well as hockey, and these are the sports which are coming up. And we would like to definitely remain associated with them as well. So it is not just cricket.
On the meet and greet with the cricketing partners and the change they brought in
Jha: The very first thing is that the partners feel valued when you bring them to an event, whether it is a meet and greet, but it is not just a meet and greet with the company officials. They idolise these heroes from the cricket world, the commentators and the whole experience actually takes them to another platform. They start associating with the company, a far greater positive image, and about themselves as well, because they are visible on TV, this is their moment when they are visible to a larger audience. It also helps those who have not been selected, let’s say in the first round, to be a bit aspirational about the achievements that they should have, so that they are considered for the next round. So it’s a win-win win for everybody. An association that has helped us build the brand, the channel relationships, and create a positive mindset amongst those who want to be there.
On the upcoming World Cup & Asia Cup and expecting new milestones, putting more money etc
Jha: We would always prefer judicious spending of money over anything else. It is a value for money that we evaluate in each and every case. And we are very conscious of the fact that things like India Pakistan match, they get the top ratings compared to anything else. And both Asia Cup and World Cup does create multiple opportunities for this kind of an interaction to take place. How can you be missing in action on those? So of course, we see value for money. But we also want to bring to the people the whole excitement in a manner that they associate themselves with a brand. It is that positive association that we are looking forward to.
On Cricket Live going forward in the World Cup as well as in the Asia Cup
Jha: Anything that does not change will become stale. Innovation requires us to constantly change and make things more and more interesting. From a viewership perspective as well as those who we put forward for participation. So we would of course be looking for more and more innovation through this platform that we have created for ourselves. It is important to realise that one is that sports is a way of life, and our chairman himself is a sports lover. He is not just a sports lover, he actually excels at doing things for example, in shooting or in polo, he plays at national levels and therefore, it is a way of life that we have adopted for the company, there is a lot of focus on fitness etc. As far as sponsorship is concerned, apart from mass media, the very powerful medium is that of digital. We are still far away from an iconic brand like Amul, where they get quoted so many times, how do they come up with such brilliant lines, which can be seen in less than five seconds, and can be replicated. So there is a lot more that we have to do as a brand. But sports is a good start, how we’re building on it, with the power of such catchy phrases and things that we can connect with the audience and remain contemporary. That remains our challenge. And we would like to work in that and continue to make the world a better place to live with the quality of products and services we give.
Mumbai: The much-awaited Asia Cup 2023 is around the corner and to amp up the excitement, Disney+ Hotstar has unveiled its campaign ‘Bas Aao. #FreeMeinDekhteJao’, focusing on its proposition of ‘FREE on mobile’. The platform has lifted its paywall for mobile and tablet only viewers for both Asia Cup and ICC Men’s Cricket World Cup this year to further democratise the game of cricket. Starting 30 August, the Asia Cup brings some of the biggest cricket rivalries at the forefront with teams going head-to-head to win the coveted trophy. Cricket lovers can watch all the matches from 3:00 PM (IST) LIVE & Exclusive on Disney+ Hotstar and Star Sports Network.
Disney+ Hotstar’s new campaign for the Asia Cup 2023 takes a light-hearted and funny twist on the audience’s urge to catch the action packed matches anywhere – anytime on their mobile devices. Conceptualised by Tanmay Bhat, Deviah Bopanna and team Moonshot, the platform released a film that showcases the intensity of India’s love for cricket. The ad film is directed by Kishore Iyer.
Speaking about the campaign, a Disney+ Hotstar spokesperson said, “Cricket holds a special place in the hearts of Indians, and we want to make this sport even more accessible to our users. By offering the opportunity to watch the Asia Cup and the upcoming ICC Men’s Cricket World Cup 2023 for free on mobiles, we are geared up to take cricket to every corner of the country and tap into digital-first audiences. The campaign film too reflects the same ethos, bringing to light the lengths we Indians go to follow cricket, along with Disney+ Hotstar’s commitment to delivering a top-notch and convenient viewing experience.”
Adding to the thrill and fervor, the anticipated comebacks of big players such as KL Rahul, Jasprit Bumrah, and Shreyas Iyer to the Asia Cup will add a dynamic edge to the matches, making the tournament even more enthralling for fans. Starting 30 August, the tournament, co-hosted by Sri Lanka and Pakistan, will feature a total of six teams – India, Pakistan, Sri Lanka, Bangladesh, Afghanistan, Nepal – battling it out for the winning spot. The Group Stage of the tournament will be played from 30 August to 5 September, with India and Pakistan going head-to-head on 2 September. The next stage will be played from 6th September to 15 September, and the final match is scheduled for 17 September.
