Television is much better than ever before. So it's a far more competitive environment. A lot of media companies, of course, have lost out. You see this on television, like what are the top best shows? They're not really quite main stream products. But you can't just put slop out there any more. And i think that will be the trend looking forward. I'll hand country level and then ask you what you mean by cultural i think countries and also regions within countries. Oh, we won't see so much convergence. We'll see a lot of divergence.

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