Of course we play it for longer than 30 days.
It's important to also think of the download of that music in the same context as you might an iTunes context. When we bring the music down from the service that's provided to us by the studio—which incidentally saves them the cost of having to ship the CD to us by an over-the-ground process—there's a lot of money saved on both sides of the equation.
We get a song that comes down that's in a particular form—and the Bell representative talked about that a little bit—but we also get a range of data as to who wrote the song, who published the song, and whether the song has Canadian content or not. The process of entering that on iTunes has the stuff all load into your computer automatically, but it doesn't work like that for us.
In our case it's a little bit like what it is for those of you who maintain a contacts database, say in Outlook, where you've got to put in the name of the person, their address, phone numbers, and e-mail, and that all takes time—say five minutes. So it takes five minutes to download the song, and then it takes five minutes for you to input that data, which sounds great, but then think about it in the context of 9,000 pieces of data a month. That's where we get to that small-market broadcaster who was talking about having to hire somebody. You literally have to have somebody who has to sit there for 9,000 times five or ten minutes for every song, every month.
That's why it's not just about—as one of the parties who was here earlier talked about—transferring from one hard drive to another. The system doesn't work that way.