I think there are a couple of ways. The CRTC took a step the other day in talking about how we may have to repurpose some of the money off the screen into promotion. I know Telefilm, which is coming up after us, is going to spend time talking about their promotional activities.
Part of it is ensuring, and it goes into our export strategy, that there is presence at what are called markets around the world, where products are developed and also sold. We have spent the last three years travelling to a lot of countries with Telefilm and the Canada Media Fund to promote the industry. A lot of our major producers now spend as much time out of the country as in because they realize the importance of selling to the globe.
The number one thing is to ensure that people have the ability to travel to markets, and have programs that can help finance delegations coming to this country to do co-production activity or to take advantage of the opportunity to film products, as Hollywood does, in the country. Because of the labour market we have in this country, and the locales, skills we've developed, it is an incredible opportunity to bring investors to the country if we can create programs that finance trade delegations coming in.