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abc, cbs or nbc. we don't have to reach everyone. and the fact is -- >> it was very clear rupert had made this a priority within news corp. and he was going to invest until it worked. and you know, if all of us dropped dead along the way, that'd be okay. there was no guide to what to do. and it was pretty clear very fast that the unconventional shows worked. 21 jump street. >> oh, god. >> in loving color. >> two snaps up. >> married with children. >> who would you rather spend the night with, a, your wife, or b -- >> b. >> the simpsons. >> it was really just a slightly lower brow, more populist approach to entertainment. >> i'm rupert murdoch, the