It would be very profitable for them. We've been on record on many things, and advertisers are relatively mercenary. We follow the eyeballs, and if the programs have the eyeballs, then we purchase the eyeballs. When you look at Little Mosque On the Prairie, I think that's a perfect example. It is a hit. It drives more advertising, which will produce more revenue to allow more programming.
The other thing—just as kind of a side comment to that, and it was just very lightly mentioned in a presentation—is that CBC—Our study hasn't been updated for a while, but I watch enough CBC to believe it would still be true, anecdotally. Commercial television is supposed to have 12 minutes of commercial time per hour. It's actually well over 15 minutes of commercial time when you have a U.S. program come in, because there's the time that has to be filled up and it's filled up with promos, etc. CBC in fact lives, we think, relatively close to the 12-minute rule. It provides a much higher-quality environment for us. So that's another thing we think CBC is good at.
The other thing is that big or small—because it's the same thing, for specialty channels, etc.—they do have an audience. So as long as the eyeballs and the cost of reaching those people are proportionate, then the CBC will still garner the advertising dollar. We think it's a great environment.