You gear yourself up to produce great content for the medium you're serving. We've been serving the primary medium of television for many years, and so our systems and creative people are very focused on that notion. The way we got our digital media businesses off the ground was extending our TV shows and franchises, but now we're starting to see that each medium has its own dynamic and its own rhythms. What works on MTV may not work on Overdrive, and vice versa. So we wanted to creative groups of people who are obsessed about serving new platforms as we have been in the traditional TV area.
