I am amazed that Vic has not had his own radio show before, and after hearing him standing in for Suggs, we had to find him a slot. Our listeners grew up with Vic and his humour is perfect for the station. Virgin Radio is building an enviable stable of talent from Tim Lovejoy and Christian OConnell Vic Reeves and Suggs to Ben Jones and Pete and Geoff. They are all delivering excellent shows which are attracting new listeners to Virgin Radio.
This is such a new market for advertisers that only some are willing to test the waters before knowing what they're getting for their money. They see the value of videogame advertising in that this is a highly sought-after demographic and difficult to reach through other media. And they'll base their decisions on some of our data that we're doing in a custom fashion. But, for video game advertising to hit critical mass, we need to have that ongoing metric. That's when we'll see explosive growth, like the 56 compounded annual growth we saw in Internet advertising, which we believe is largely due to the measurability of that medium. We think we're going to see similar types of compounded annual growth for video games once we get measurement.