We see digital and mobile media as a blank slate. There are parts of online and mobile media where it behaves like television, radio, print, etc., instead of services such as Google and paid search, and we think marketers are starting to understand that you can’t lump digital/ mobile all into one category. In new media, there are sites and services like Saavn that are about upstream demand creation as well as downstream sites and services like Google that convert that demand into sales.
We are making big strides in analytics. We are going beyond our competition and using analytics to understand the most efficient channels and the most effective vehicles. We are going beyond that to see how we can evaluate from a quantitative perspective content opportunities for certain genres of television and certain insights around our audiences that we can leverage back into our target insights so we can literally feel becoming better at targeting by knowing what’s working.