I'm not sure what that 2% refers to, first of all. If we're talking about simply ratings and it's coming from broadcast figures, I'd say it's questionable. I'd have to do the analysis. Frankly, no, 2% ain't good. It ain't good enough for me. It's not something I would be happy about. But I would challenge the figure and I would say we are getting audiences that are much larger than that, but they're audiences that are not being recorded anywhere. We go across the country and we have screenings. I'll give you one example that's not recorded anywhere.
We did a film a couple of years ago called Being Caribou. It's a remarkable film. Two young filmmakers—one filmmaker, a husband and wife team—decided to see what it meant for the Porcupine caribou herd when there was talk of oil drilling in their calving grounds, so they walked on foot from September through April following this herd, going on this route.
This film was picked up by the Alaska Wilderness Society and others. They organized what were called “living room screenings”, in which they sent out 2,000 copies, DVDs, and individuals then organized parties where they invited 10 to 20 people into their living rooms. We were told that out of that alone, probably on one night 300,000 people watched it. It's not recorded anywhere. It's not in that figure. I'd say that happens again and again in terms of our films, that we touch and connect with audiences in ways that our systems for recording just aren't there.
Having said that, I still don't think we're where we should be, but we have plans, and very ambitious plans. Hopefully with the support of this committee and hopefully with the kinds of investments that we can get in our future, we will be in every home directly, online, every day.