I think it could look a plethora of ways. There could be a tax incentive where digital media companies get a portion of what they spend on innovation written off, for example, or back as a subsidy. There could be a special fund that's created potentially by advertisers who spend on digital platforms—like Meta, for example—for advertising. Maybe there's a percentage that goes into a fund that can be deployed just to digital media companies because, again, that's what our model is based on. We can't tap into other programs because we don't own infrastructure on the airwaves, for example, or licences, like radio licences or TV licences.
It is an opportunity to think of different ways, but I would start off with an incentive program. Again, I also don't want to create an industry where we're solely reliant on these government programs to survive. I would rather an industry where it's so robust that advertisers and companies are inclined to spend money with Canadian digital media companies because it just makes sense. Actually, we want it to make dollars, not cents. You know what I mean.
Again, I want us to think about this as a full multipronged approach.