There are a couple of aspects. With ownership of CTV, we'll be able to, as I mentioned a few times, take the content and distribute it over the various platforms, sometimes with some niche content. I gave the example in the opening statement of the Montreal Canadiens' reality show just to Bell Mobility subscribers. What does that do? That actually gives more choice to the customer. If there is a consumer who's on the fence deciding “Do I want to choose Bell Mobility or another wireless provider?”, and this is what tips them in our favour, that's great for us.
What does it do? It forces the other competitor to say “I have to do the same thing, so maybe I'll do a reality show with the Calgary Flames“, or whatever the idea is, and all of that kind of feeds upon itself in a very creative way. Yet at the end of the day—and this is the key point, Mr. Angus—that hockey game that you want to watch is available on every single platform to everybody, regardless of your wireless provider, and there's nothing wrong with exploring niche content on the margins.