What are you seeing in terms of the broader piece, in terms of people we would've seen previously as more kinda text-based publishers or people we might previously seen as video-based publishers converging on, on video? Is it, is this a thing, and what are you seeing that's sorta driving it?

Definitely.

I mean, I heard it referred to last week as video being kind of the new language of the internet almost.

And I think that, that there is an industry-wide recognition around its growing dominance, and I suppose what-What we're kind of seeing a lot with sort of the legacy publishers and broadcasters is challenging of those historic divides.

So, for example, Sky have always been a, a, a very kind of prominent, obviously, news broadcaster and it, it's easy to sort of associate TV with video and digital with text.

But actually, their kind of new 2030 strategy, which we heard about, you know, at the conference last week and we've seen Press Gazette writing about, it's all about collapsing that divide and actually treating video as a, as a platform as well.

And I think as well, we're seeing different models.

First for you, Connie.