I’ve just had two technicians round to connect up the cable system for TV and phone. Whilst here, we got to discussing the BBC. The whole concept of TV/radio without advertisements seemed to astound them and there were a lot of questions about how it worked, how you paid the licence fee, how did they know you had a TV. Using HBO as a reference point, we got over the astonishment and then discussed whether it would work here – would you pay a higher subscription not to have ads, could you have a choice of ad-supported or ad-free. As we move to a digital, on-demand system, that must one possible way.