What we mean by this is that we can't simply assume that we can build a wall around the Canadian market and assume that some of the rules we had in the past—for example, the provision of linear space on a linear channel—would do the trick of enticing viewers to the programming. The reality is that you're all going to go home tonight, and if you turn on the television set, you will make a personal decision as to what you're going to watch.
What we're trying to do, from a business perspective, is say.... We have been big supporters of the BDU sector in their VOD environment. We're saying, if Canadians want to watch a program right now, then we're going to give them the programming right now and we're going to try to put it through the BDU pipe. Why? It's because right now that's where the business is. We don't want our content on some of these new over-the-top platforms. As a producer in the short term, terrific, we might make a little bit of money.
By the way, there isn't any money in the digital environment right now. If producers want to play in the digital environment, step up, become our partners, and pay for it.