We have been working on our regulatory frameworks for the last number of years. I know we keep coming back to Let's Talk TV. We're very proud of that exercise, but because of all the changes with respect to digital media, the technology has meant that Canadians consume the product that the industry has traditionally produced in a different manner. They have different expectations. We can't turn the clock back on those expectations, and those changes and those evolutions are all good things for our industries. Our industries are currently being challenged to deliver the best potential content they can, and the successes that we are hearing about occur because our industries are showing up and trying to do their darndest and provide the best that is available out there.
However, the old tools don't work in this environment, so when we've been looking at applying content quotas, that simply won't work. What have we been concentrating on through all of our own findings? We've been looking at what is key in this environment. We've learned that having the best of the best story is key in this environment, so we've made changes to some of our regulations and some of our funding mechanisms to recognize development dollars. We're saying that companies should invest in R and D ahead of production.
For production companies, we're highlighting that they may need to become better capitalized. “Better capitalized” doesn't mean one or two giant corporations that control everything; it is being able to invest in R and D from project to project. An example would be when developing that story, working the story and figuring out what the right platform is for it going forward.
Those are things that we're looking at. Do we know exactly how that's done? Not yet, but we're cluing in to that as being a potential way forward.