It's exactly what we did with the Montreal Canadiens, and their concern is exactly as you've stated, that they do not want to have another company's production on their airwaves. They want to produce it themselves, and if they produce it themselves, obviously there's a cost to that; therefore they also want to have the ability to sell the advertising. That, of course, makes this situation completely impractical for us.
On May 12th, 2009. See this statement in context.