I think there are two issues. We need to develop the technology better and bring it in, but we also have to open ourselves up to more price discrimination.
The problem in the broadcasting system, for example, is that you negotiate your fee with a BDU; you don't negotiate with a consumer. It's a real problem. Every show has its price discrimination.
You mentioned RuPaul's Drag Race. When it comes out in a few weeks, it will be the number one show in Canada on iTunes for at least one month. It will be the number one show for us on broadcast, and the number one show on our OTT.
Consumers are very platform-first. You were talking about platforms. They start at their platform, and then they go and find the content that they need. Access is number one on the content side. I think that if Let's Talk TV were really consumer driven, they would have opened up the wholesale market and given consumers more content but would have changed the pricing structure so that it wasn't done at the negotiating place.
If somebody looks at a package of 10 channels they've just spent $10 for, they think they're paying $1 per channel, but really they're paying $9.50 for one channel—probably owned by the BDU—and everybody else gets about 5¢. That's not seen by the consumer.
It's about breaking that barrier down and creating pricing models. You have shows where people will pay transactionally, where they'll pay in a bundle under a subscription, and they'll pay in advertising. Our job as broadcasters is to find the price that works for each consumer and to do it as quickly as possible. The more the system is congealed the way it is right now, the harder it is to break out and create new pricing models that make sense for the consumer.