The Innovation Lab at the Athenaean Hawks

The innovation lab was really the dedicated, kind of protected space where we could think about not what's happening this season, but in anaxio two, three, four plus year so a, it was an opportunity to step out of the data day. And especially in our industry, it's things like changing consumer behavior on how you consume content,. Like, we are fighting for people's attention more than ever, and there's so much noise and distraction around you.