One thing to understand is that we think analog transmitters are going to be slowly decommissioned over a period of years, so it's never too late. It doesn't have to be that large. Heritage Canada has started on a website. I notice they have a 1-866 number. I haven't tested what information they actually give on it yet, and this may be the beginning of a call centre.
The PSAs need to be neutral so that everybody is driven to those centres and so that BDUs aren't pushing lower-income Canadians onto pay platforms that are not necessary.
What's significantly missing—and there is nothing attacking this yet—is information packages for municipal planning authorities in rural areas to tell them how to fill the gaps being left by retreating broadcasters. Lots of rural communities have already been offering rebroadcasting solutions for upwards of 20 years, but most rural areas don't know about that. There are a few that have figured it out, but most don't know, and all that's missing is the information.
It doesn't need to be big. One of our appendices gives a breakdown. We think that about $10 million is needed. Those 20 groups I mentioned put together an estimate of $10 million, and that's a tiny amount. In the Bell-CTV transaction, which we suggested could finance it, that's 5% of the total public benefits. If you think of what's going to be made from the spectrum auction driving this transition, if they make $5 billion, then $10 million is nothing, just a fraction of a percentage.
I don't think it needs to be massive; it just has to be concerted and targeted.