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Category: BLOGS

  • The main issue however is this: Should mass media be used to promote such a deeply personal product?

    Anil Thakraney | 18 Again: A question of ethics

    By Anil Thakraney

     

    Ordinarily, I would have dealt with this ad in the Debrief section. But the TVC for 18 Again isn’t just another ad. It opens the whole Pandora’s Box of itchy issues like morality, ethics and decency. Here’s the link to the naughty commercial, if you haven’t already ‘enjoyed’ it:

     

    The product in question is a ‘vaginal tightening’ gel. And the positioning is: ‘Makes you feel like a virgin’. Am sure Madonna would approve, but before I discuss the communication itself, must say I am quite flummoxed by the product description. Is it scientifically possible to tighten the vagina? That too with a simple gel? Sounds pretty farfetched and dubious to me. And being a man, I can’t even suss it out! So let’s proceed further by assuming that the damn thing works.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=nFX3n-B6G-E[/youtube]

    In the ad, a middle class housewife suddenly feels, er, horny, and dances the salsa with her excited hubby. The dance is obviously a metaphor for sexual intercourse. The message: 18 Again’s magic makes you feel as fresh as an unplucked lily. No problems with the treatment itself. There is no skin show, no vulgarity, so that’s fine.

     

    However, there is a fundamental problem with this one. They say, if a product is being allowed to be manufactured (and my cigarette manufacturing friends will readily agree with this), it should be allowed to market itself. I, too, agree with this theory in principle. But that freedom comes with a rider. While I am all for keeping pace with changing times, 18 Again’s ad alarms me. Because it seems to have been created for the mass media, that too for television, which is a ‘full family’ medium in India. Parents will most likely feel very uncomfortable explaining this product to their inquisitive kids. I haven’t seen the media plan, but am hoping this TVC occupies the mid-night slot, at the very least. The main issue however is this: Should mass media be used to promote such a deeply personal product? Should not selective direct mail or targeted digital media be used, especially considering that this will end up being an urban brand? I do believe so. This product has no business being on the mass media. Period.

     

    Additionally, I also believe a medical product such as this one can’t be sold over the counter. There is also the niggling worry of possible side effects. 18 Again should ideally be dispensed by a chemist, under medical supervision. Much like Viagra is. I hope the makers of this brand have factored in and accounted for all these considerations.

     

    Anyway, let’s see how the hyper-active moral brigade of this nation reacts to this one. Should be interesting. And fun.

     

    * * *

     

    PS: Insightful blog post on all the hype around interactive advertising. That, it seems to be delivering a lot less than it promises. This is another reminder to all marketers and their ad agencies to focus on the good ol’ Big Idea. The new media obsession may not get them very far.

     

    Link: http://adcontrarian.blogspot.co.uk/2012/07/why-interactivity-makes-advertising.html?m=1

     

  • Fareed Zakaria's act of plagiarising from a New Yorker article is unfortunate, though not the first by a high profile editor

    Mediaah! History will also record Zakaria as a plagiarist

    By Pradyuman Maheshwari

     

    As a term, Indian media loves to define copyright as the right to copy than a protection of the intellectual property of a body of work. Under the garb of inspiration, many of our films are ‘lifted’ from their international counterparts without permission. Television is a nicer place with channels paying fair monies for formats of popular shows like Kaun Banega Crorepati, Indian Idol, Bigg Boss, Jhalak Dikhla Jaa, etc. Radio has had its issue on copyright for payments for airing of songs, but not for filching ideas.

     


    Fareed Zakaria’s apology (and comments):
    http://globalpublicsquare.blogs.cnn.com /2012/08/  10/a-statement-from-fareed/

    The article with the plagiarised text:
    http://www.time.com/time/magazine/article/ 0,9171,2121660 2,00.html

    The original New Yorker article by Jill Lepore:
    http://www.newyorker.com/reporting/2012/04 /23/ 120423fa_fact_lepore?currentPage=all

    The Economic Times Code of Conduct
    http://articles.economictimes.indiatimes.com/2010-09-18/news/27597028_1_editors-confi dentiality -church-and-state

    The MxMIndia Code of Conduct
    http://www.mxmindia.com/code-of-ethics/

    The Slate controversy
    http://www.slate.com/articles/arts/culturebox /2010/10/great_writers_steal.html

    For many years, a majority of Indian print media editors have condoned plagiarism. In fact, many encourage it, some even indulging in them. News reports – in full or part – are often copied without permissions or attributions and no one really appears to worry about it much.

     

    When Mediaah! ran as a standalone blog in the early 2000s, it wrote about how a reporter with a business daily had plagiarised from a report on the website of a rival paper. My attention was drawn to the apology that appeared.

     

    At that point, my contention was while the reporter was to blame, her team leaders were equally responsible as they ought to have been more vigilant and tracked what immediate competition had written.

     

    The reporter went on to work at various workplaces later, and I haven’t really tracked whether she has repeated the act or not. At another former workplace, I was faced with a situation where a columnist confessed to plagiarising. The column was dropped with immediate effect.

     

    Many years back, a Hindustan Times editor also disgraced himself (and the paper) by plagiarising. His services were dispensed with after a furore over the issue.

     

    Plagiarism – in any form is a crime – and it’s critical that organizations adopt strict rules. At the Economic Times and ET Now, for instance, it’s a “firing offence” as per the code of conduct.  At MxMIndia too, we have a no tolerance policy towards plagiarism and it could mean an immediate termination of employment, regardless of the utility or seniority of the journalist. However, as we figure, not all organizations have stringent standards on plagiarism. Some just let it be.

     

    If it was easy to escape plagiarism a decade back, the wide use of the internet and social media in particular will ensure that those caught in the act will not be forgotten in a hurry.

     

    For instance, I am sure India Today group chairman and editor-in-chief Aroon Purie had no role to play in his signed editorial picking up generously from a Slate.com article two years back. Sadly, whenever there is a discussion on plagiarism, his name will surface in the list of well-known Indian editors indulging in the act. In fact, a Wikipedia entry on the media baron has a fairly visible mention of the Slate case.

     

    I guess the same would hold true for Fareed Zakaria. This is what Zakaria’s bio reads on the homepage of his website (fareedzakaria.com):

    Fareed Zakaria hosts CNN’s flagship foreign affairs show, is Editor-at-Large of TIME Magazine, a Washington Post columnist, and a New York Times bestselling author. Esquire Magazine called him “the most influential foreign policy adviser of his generation.”

     

    The Wikipedia entry on Zakaria already highlights the plagiarism case.

     

    Books on media history and ethics will now have one more way to describe Fareed Zakaria: great mind, writer, TV host, author and a plagiarist.

     

    Sad.

     

    Mediaah! is written by Pradyuman Maheshwari, senior journalist and Editor-in-Chief and CEO, MxMIndia. He can be reached at: pradyumanm[at]mxmindia.com, Gtalk pradyumanm@gmail.com, BBM 29FEA79C. Twitter @pmahesh and of course the mobile: 98338 76278. The views expressed here are his own.

     

  • The correct thing would be to construct fairy tales around specific features of Birla Sun Life's plan

    Debrief: Birla Sun Life: What’s different??

    By Anil Thakraney

     

    The good thing Birla Sun Life has done for their new ad to promote ‘Recurring Savings Plan’ is to stay away from celebrities. Usually they use excessively wealthy cricketers, but for a middle class (and lower) product like a recurring savings plan, that would have been a huge stretch. However, the creative route they have chosen doesn’t work for me.

     

    The TVC features a combo of live action and animation. A father tells his little son the classic tale of the thirsty crow, who thought differently to fish out water from a pitcher. And by extension, the message is that Birla Sun Life also thinks differently for their customers.

     

    There are two problems with this one. One, most of us have heard of the thirsty crow fable, and therefore there’s zero novelty. And this directly hits the entertainment value of the ad. There are enough fascinating tales in the Jataka series, and many are not known by the masses. Would be a better idea to release a series of animation commercials featuring these little known stories. That would keep the viewers engaged. In any case, this is a low cost approach, therefore production budget should not be an issue.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=YrG9oF1yUaY[/youtube]

    Second, exactly what makes Birla Sun Life’s scheme different isn’t told to us at all. The correct thing would be to construct fairy tales around specific features of Birla Sun Life’s plan. Right now, I am left tearing my hair out, like in those ketchup commercials: ‘Isme different kya hai, bhaiyya?’ And, er, there is a huge difference between tomato sauce and investment schemes.

     

    Rating: (On a scale of 1 to 5): 2. Too broad based and unengaging

     

  • In Freaking News, Ranjona Banerji reviews the fare in the morning papers and the nightly news. And sometimes the afternooners, the newsmags and all that's on the Web

    Ranjona Banerji: The news that did not happen on TV

    By Ranjona Banerji

     

    All day on Monday all that happened in India was that yoga teacher Baba Ramdev and a few thousand followers continued their protest against corruption and black money in New Delhi. That is, if you watched television. As the day progressed, political leaders attended the protest and gave speeches. That was it. The rest of the news day was in Shavasana – the dead body pose.

     

    Not however, if you read the newspapers on Tuesday. Grains rotting in Gujarat, Haryana minister Gopal Kanda on the run after an employee’s suicide writes a letter saying that a suicide note is not admissible, the latest on the Mumbai violence, especially the provocative doctored videos on the attacks on Muslims in Myanmar, Sharad Pawar given the number 3 slot in the Cabinet behind AK Anthony, a woman researcher allegedly molested on the IIT Mumbai campus by a staff member and the end of the Olympics.

     

    This is just a smattering of the news that did not happen on TV. There is more, though undoubtedly a lot of it is city specific. However, it would have been interesting to know how Delhi reacted to the traffic snarls created by Ramdev’s protests, whether people suffered or not, how many were affected and so on. TV sadly did not oblige.

     

    ***

     

    Press Council of India chairman Markandey Katju has been mainly silent after his dramatic ascension to the throne. But now he’s popped up again. Strangely, it is not the media which is his focus. Rather it is West Bengal chief minister Mamata Banerjee, who he had once lauded for her honesty and determination. Now he is appalled at her authoritarian ways after a farmer was arrested after he questioned the CM at a rally. Banerjee accused the farmer of being a Maoist.

     

    Katju has also stated that Anna Hazare and Baba Ramdev’s anti-corruption movements are “empty gas”.

     

    He said: “Nothing is going to happen by Anna or Ramdev’s crusade against corruption”. The former judge said he was not justifying corruption but instead was pointing out that India was going through a “transitional period where there is no moral code”. His prophecy: corruption will continue for 15 years.

     

    Presumably, we will all become moral after that.

     

    * * *

     

    What does one make of anti-corruption activist Kiran Bedi’s statement that the media spends too much time on “small rapes” (she then said she meant rapes by “small” people) instead of corruption? In Bedi lies a lesson for the media. She was pumped up for being India’s first female IPL officers and qualities were attributed to her which she never had. Once she was made into a heroine in the people’s eyes, it became very difficult to dethrone her. As a result of all that hype, she is now in textbooks and has won numerous awards.

     

    Prolonged exposure to her during the Anna Hazare-led movement has however exposed her many short-comings. Now we know that amongst her other faults, she is also dismissive of rape. Some female role model.

     

  • Comics are an essential part of growing up and for millions they continue to be an essential part of their lives, says Jatin Varma

    The Anchor: 6 reasons why comics are useful, essential and appeal to various age groups

    By Jatin Varma

     

    1. Everyone loves comics

    Everyone has read comics as they grew up and many continue to read them. From reading Chacha Choudhary to the Spider-man, they bring alive amazing characters and worlds. You can be of any age and you’ll have comics that will cater to your taste.

     

    2. Prolific, powerful & great literary works

    The world of comics has given us writers, editors and artists such as Neil Gaiman, Stan Lee, Warren Ellis, Harvey Pekar, Alan Moore, Art Spiegelman, Robert Crumb, Jack Kirby…the list goes on and on. So many of their creations are considered literary masterpieces, and some of the most prolific sequential art in the world. In India, we have people such as Anant Pai, Pran, Ram Wareekar, RK Laxman, to name a few, whose work has touched many people and continues to inspire so many readers and creators in the medium.

     

    3. Socially and politically relevant

    Comics are a very powerful visual medium. They put faces and images to various issues and topics facing our society, I can cite Joe Sacco’s Palestine & Amir-Khalil’s Zahra’s Paradise as examples of two really powerful graphic novels that highlight conflicts and injustices in different parts of the world, helping us understand them in much more personal way.

     

    4. Great tool for inculcating reading habits at an early age

    Comics are a great way of introducing children to the world of books. It’s the perfect tool for engaging children.

     

    5. Fun & Educational

    Some of the most popular comic books in India are based around our History and Mythology. Both Amar Chitra Katha and Tinkle are proof of that. Lastly, I feel everyone who reads comics develops a strong personal and emotional bond with them. Comics are an essential part of growing up and for millions they continue to be an essential part of their lives.

     

    Jatin Varma is the founder, Twenty Onwards Media and Comic Con India

     

  • The two-day INMA South Asia Conference for newspaper marketers starts in the Capital today

    I Venkat on 10 things to look forward to at the INMA conference

    By I Venkat

     

    1. The entire conference is built around the theme- current complexity and advantages. The treatment of this subject is the first for INMA hence makes it worth attending.

     

    2. Keynote address by Nandan Nilekani where he will talk about sustaining in the volatile market.

     

    3. Earl Wilkinson of INMA will focus on the key subject of new growth plan and how to get there.

     

    4. Discussion on the future of news

     

    5. Youngsters will be involved who will make a case for how they want their newspapers to be

     

    6. The concern area of ad-growth challenge will be another discussion that is worth attending

     

    7. Battle of the bulge will discuss the issue of cost depreciation and utopian expectation. The point being can you really reduce the cost?

     

    8. The burning issue of increase in circulation but decline is readership will also be discussed at length

     

    9. The ever-pressing matter of talent shortage and what one should do about it is another topic that will be brought to the fore.

     

    10. All the topics this year are very provocative that will encourage debate and discussion.

     

    I Venkat is the Director at Eenadu and Chairman of ASCI. He is also on the Board of INMA South Asia

     

  • It's single-minded on beauty. It's a surprising solution. But most importantly, the commercial puts jaan into an entirely boring product category

    Debrief: Greenlam: Ati sundar!

    By Anil Thakraney

     

    Greenlam Laminates is a fun account to work on. The client is quite creative savvy, and this is obvious from the sort of offbeat advertising that happens on this brand. I had the good fortune of working with them during my stint with Lintas,New Delhi, and must say I have a lot of respect for these guys.

     

    Greenlam has released another cool TVC. This one features a gentleman called Shri Saundarya Premi, whose life’s mission is to make this world a more beautiful place. He goes around making sure women get their make-up right, he teaches some rural belles the art of carrying a water pot sensuously, and so on. Finally, when asked what will happen after he’s gone, Shri Premi says the job of beautification will be carried forward by Greenlam Laminates. And that’s when the brand enters the story.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=6Td9z0g7S2Y[/youtube]

    I like this one. It’s single-minded on beauty. It’s a surprising solution. It’s humorous and entertaining. And the jingle is pretty catchy too. But most importantly, the commercial puts jaan into an entirely boring product category, something that the makers of Greenlam ads have been doing repeatedly.

     

    One really wishes Shri Saundarya Premi pays a visit to dirty Mumbai. We can do with some beautification.

     

    Rating: (On a scale of 1 to 5): 4. Single-minded and entertaining.

     

  • Zakaria will pay for his cut-paste chori. But it's 'loose change' crime compared to all the malpractices that go on here. Must say journalists in India are truly free!

    Anil Thakraney: Fareed ‘Chindi-chor’ Zakaria

    By Anil Thakraney

     

    Fareed Zakaria isn’t the first journalist/columnist caught with his hand in the cookie jar. And he isn’t going to be the last one either. Across the world of journalism, at all levels, folks have been caught ‘cut-pasting’ stuff. It’s either because they believe no one will notice, or they are too lazy/busy to do their own research work. Some offenders lose their jobs, others get away with it. I suspect Zakaria’s career is finished, given his exalted status in international journalism. The mightier you are, the heavier the fall. The man should seriously consider joining Indian politics. Chaps like him are more than welcome.

     

    I actually have a poor opinion of Zakaria as a columnist. I read a few of his articles in Newsweek, in the aftermath of the ‘War on Terror’. And I felt he was regurgitating obvious truths and belting out trite arguments. While that’s not a crime, he did lose at least one reader. Zakaria’s act of stealing content (either himself or through his rookies) from another writer perhaps explains the regurgitation of thought.

     

    Anyway, Fareed Zakaria is history, and he totally deserves it. However, let me add here that slyly stealing text from a fellow journalist is much like picking a lower middle class pocket, or chindi chori, as it’s called in Mumbai. It’s petty theft when you compare it with the nefarious deeds of some of our much awarded and respected journos during Radiagate. That was no petty theft. That was about selling your soul, and being dishonest with your profession and your country. And yet, nothing happened, no one was punished. Most of these journos continue with their routine work, convinced they did no wrong. Even the smugness is intact!

     

    Zakaria will pay for his cut-paste chori. But it’s ‘loose change’ crime compared to all the malpractices that go on here. Must say journalists in India are truly free!

     

    Hope you had a peaceful Independence Day. Jai Hind!

     

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    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=vK10B0Jgb8o[/youtube]

    PS: Kellogg’s isn’t really renowned for brilliant advertising. Much of their work is safe and formulaic. But this commercial created for Team USA, during the recently concluded Olympic Games, is powerful. It’s a super idea and Kellogg’s can make it their core strategy, for use across the world. Can work for any field of activity.

     

  • Indians are seeking out solutions which can help them meet like-minded individuals, have fun experiences, and form real-life relationships, says Adam Sachs

    Anchor: 6 reasons why networking sites appeal to Indians

    By Adam Sachs

     

    1. India is a very young country. It has one of the youngest proportioned demographics in the world, even of the BRIC nations.

     

    2. There are over 500 million young people in India and all are looking at an opportunity to interact and know others.

     

    3. More Indian women are going to college and are more educated than ever before. The literacy rates have increased from less than 10 per cent to more than 50 per cent today. With education, comes freedom and the desire to make personal choices for themselves, one of these being who they are going to spend their time with.

     

    4. The Indian population is one of the fastest growing Internet populations in the world. According to Mckinsey, youngsters in aspiring countries drives the adoption of online services, and the level of their engagement with online activities such as social networking. In fact their online activities often exceed that of their developed country counterparts.

     

    5. The socio-cultural dynamics around relationships and marriage in India are changing very rapidly. This change is resulting in Indians seeking out solutions which can help them meet like-minded individuals, have fun experiences, and form real-life relationships. They are ready to experiment and meet prospective people outside their community and family circles

     

    6. Indians are getting married later. There are fewer arranged marriages and far more love marriages. Young adults in India are now interested in having relationships with multiple people before getting married. According to our survey, on average, Indian young adults have 5-6 relationships BEFORE getting married.

     

    Adam Sachs is CEO, Step Out

     

  • What e-commerce needs is logistic efficiency at industry level, not at the player level, says Ankur Warikoo

    The Anchor: 5 musts in e-commerce to get to the next level

    By Ankur Warikoo

     

    Cross-sharing of a Logistic Network

    From a back end operations or a logistic perspective every e-commerce company is trying to build its own logistic setup which is their own last mile delivery network. While that is a very good initiative, it is not scalable because what you are ultimately doing is creating a large setup without the economies of scale.  So what e-commerce needs is logistic efficiency at industry level, not at the player level.

     

    Payment Gateway Efficiency

    Industry still suffers from miserable payment gateways options. The failure rates on credit cards, debit cards even net banking are fairly high, much higher than what the west experiences and for no logical reasons. So, we do need someone coming in with innovative payment gateway solution which makes sure that the customers entering legitimate data is never failed. The industry suffers from almost 25 per cent failure rate, which is extremely high. So a payment gateway innovation is required to make sure that the failure rates are lower.

     

    Cash on Delivery Innovations

    This was introduced to bring in people who do not have credit cards or debit cards and are more comfortable with cash transactions. However what has happened is that now cash on delivery is beginning to be misused as people are now using it as an excuse to test what kind of product is coming to their door step and if they don’t like it, they just reject it and that’s not a healthy practice. There needs to be an innovation around this, which means that Cash on Delivery should be restricted to only people who cannot transact through prepaid mechanisms like credit card, debit cards etc. and steps should be taken to not allow cash on delivery to be misused.

     

    Focus on Profitability and Sustainability

    All the companies now need to shift their focus towards profitability and sustainability. So far in the last 2.5 odd years the focus has been on top line growth, to get the customer in but, none of the players are closer to being profitable and definitely not sustainable. So, that needs to be a focus for e-commerce because if it is not profitable and sustainable then all customer pro initiatives could be taken away.

     

    Customer Relation Management

    CRM is missing from most e-commerce companies today. They are neither customer profiling to understand that there are different consumer behaviors and buying patterns. Understanding and treating your value propositions for each and every customer based on how they behave on your platform.

     

    Ankur Warikoo is the CEO of Crazeal

     

  • In other words, they applied a terrific amount of strategic thinking into each and every sport and took a very business performance management approach to everything

    Peter Mukerjea: 2012 Olympic Games – The philosophy of marginal gains!

    By Peter Mukerjea

     

    So now that the 2012 Olympic Games are over, I felt a sense of withdrawal for a day or so. I had got so used to watching hours of fabulous TV coverage across 24 channels – some in HD, of virtually all the events from different venues across the City ofLondonand further afield – sailing and rowing. I wasn’t one bit disappointed though, at not having been to the Games to see anything LIVE, only because the TV broadcast was of such a high standard, that making the effort to steer through the traffic to get there, shuffle with seating, break for snacks or lunch or tea or a pee break, that watching several events at the same time on TV was simply unbeatable, as an option.

     

    But, I did start wondering what it is that the recent 2012 Olympics did for me, in context to India Inc. and what I learnt from the Games themselves. The Games were terrific, as an event of course, the opening ceremony, the athletes, the management, et al, but how did Team GB do so well and so much better than the Beijing Games, just 4 years ago. What was their secret and how did they go about it? I asked a few people who are in the know of these things and the answers I got were astounding, although not surprising. There was also some timely in-depth research done by the IES (Institute for Employment Studies ) which will give us some insight on this.

     

    What stuck out for me was the “The concept of marginal gains”. This simple philosophy has made a big difference to the end result – the medal tally and put Team GB in 3rd place. This was a real surprise for me but not so when I probed a little to find out more.  Each sport had a performance director who had set a very clear goal for the team and at every stage of activity, the same question was asked – over and over again  – “is this going to make us better?”

     

    Be it rowing, sailing, running, jumping, shooting, boxing, whatever. They set a goal and then went about deconstructing the goals to see what needed to be done and how could something new make a slight marginal difference to the performance – a marginal gain each time. Not to make gains in leaps and bounds, but to do this on a step by step basis. And then to collectively achieve a better result each time.

     

    They would do multi-planner activity and had a meritocratic approach to everything – training, teamwork, funding, performance management, but they were also open to criticism. They were self critical at all times, got rid of flabbier organisations as compared to the earlier Games and better understood the concept of loss aversion. In other words, they applied a terrific amount of strategic thinking into each and every sport and took a very business performance management approach to everything. The support and funding that each sport got from Government was also based largely, if not entirely, on results achieved.

     

    None of this is earth shattering in itself perhaps, but the revelation gets more interesting when we see the ‘how’ and ‘why’.

     

    Based on interviews and focus groups with 154 team members, the research goes on to flag coaching and mentoring as key ingredients for a happy and successful team. It shows the team managers are not afraid of change and help create an atmosphere for innovation rather than wallowing in a blame culture. It also outlines 6 areas to avoid for anyone aspiring to engage their team.

     

    1. Never hope it will go away.

    2. Never have a bad day.

    3. Don’t be part of the problem.

    4. Don’t encourage discord and don’t play games to keep people on their toes or enhance competitiveness.

    5. Don’t manage performance before people

    6. Don’t hide, even if you are naturally shy and retiring.

     

    Great team spirit doesn’t happen by chance. The best leaders ensure their behaviour sets the standards for their staff.  The man behindBritain’s cycling success, Dave Brailsford, insists that it’s the little things that make a difference. Hence the likes of Chris Hoy and Victoria Pendleton taking their own pillows to meets, so they sleep better and making sure they clean gaps between their fingers to reduce probability of illness.

     

    Marginally obsessive perhaps, but dedication to success is infectious, particularly when it so clearly gets results. It’s certainly something for all managers to chew on in this post Olympic period.

     

    (But apart from this , what was also most endearing to me , was the lack of commercial breaks during any of the TV broadcasts. By the way, how’s the IBF getting on with limiting the volume of minutes per hour, for commercial breaks? )