I think TV is a medium where you can be entertained, you can be informed, you can relax and you can escape whenever you want. There's no other media, exception for fictional books, where you can do that. But additional to books you also have the picture, it's not only the text and that's the reason why, in terms of getting to the heart of the people, getting to the emotions of people, TV is the ideal media to get them. There is no other media who can do that.