We're in a new world today, and, unfortunately, those supporting the old formats of media are actually being left behind. They're being overrun. What's important about having objective measures is understanding your audience. That's not at all to say we should only fund the most popular programmes, but we have to ensure we're reaching the audience that we want to. If we set out to target a programme at a certain audience, how do we know if we're reaching them? If we don't measure it in some way, we won't know. Of course, there's a bit of a fear of sunlight here and in the industry, I feel—particularly on the other side of the House—and I think that's a shame.