Sam, if we've got 10 years for this to maybe happen, is there anything that broadcasters have to do or that we've got to talk to the public about to sort of get them ready for this? Oh,

there's a huge amount.

And this is one of the things we want to talk to government about because the signaling, the leadership of government is really, really important.

If you think back to the switch over from analog to digital around 2010, 2012.

Which went way smoother than a lot of people expected.

Extremely well.

And I would argue that is in part because once you've set the vision, once people realise it's arriving, then the TV manufacturers lined up behind it and started marketing the products.

Do you think it's a sort of reinvention of their business? Do they want them going for broadcast again after selling a lot of their TV assets previously?