The Decline of the Pay TV Subscriber Base

The traditional TV audience you know continues to erode it's probably like reaching kind of near the point of stasis in a way. The reason for advertisers to be spending it up from making these year long commitments in the upfront has been well TV there's this huge audience huge opportunity to reach people but because TV networks show for the most part the same ad to everyone who's watching a given show at a given period of time there's that scarcity and so advertisers had to buy in the upfront or felt like they had to commit in the upfront in order to reserve inventory.