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Are doing all the time and anyway on the main channels. so i think it was just that. it's well, you know, it was a perfect storm of the war in ukraine, all sorts of things happening at the same time, so i think people are coming around now to understanding that it around now to understanding thatitis around now to understanding that it is a good idea, they are going to wait and see how it works and all the rest of it, but i have no doubts that it's the right decision to move into this area. it it's the right decision to move into this area.— into this area. it looks like streaming _ into thi...

Legions of people in this building thinking about that at this very moment too well, but the creative idea. just this very moment too well, but the creative idea.— the creative idea. just before we finish. — the creative idea. just before we finish, kevin _ the creative idea. just before we finish, kevin lygo - the creative idea. just before we finish, kevin lygo from i the creative idea. just before i we finish, kevin lygo from itv, we finish, kevin lygo from itv, we have talked a lot about how it itv is evolving its business, its products, you have got itv x landing, i'm just wondering i...

Perhaps not quite what itv hoped for? perhaps not quite what itv heped for?— perhaps not quite what itv hoed for? ., , ., hoped for? how very dare you? know. it hoped for? how very dare you? know- it was — hoped for? how very dare you? know. it was the _ hoped for? how very dare you? know. it was the way _ hoped for? how very dare you? know. it was the way people i know. it was the way people watching television has changed and is changing all the time. all of us, if you think how you watch television when you get home, the streamers have influenced and beyond anything else the way we now ...

While, they have a limitless win. when you have such successful presenters on your books, help us understand the calculations you make about how much to use them, because most things they touch our successes, but presumably, there is a lot of diminishing returns at some point. i think if you like, talent management is terribly important, particularly in the entertainment business, and you will find that it is no piece of luck that's longevity of people, they are very good pickers of shows themselves, they are quite cautious. they don't collect hits. some presenters think after a couple of seri...