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No. You have the ability to manipulate data, and if you collect the data-- you've got to get it, but you can get--I just looked at a CD-ROM the other day on mapping in the United States. If you give me your telephone number I can locate your house very quickly, postal zone and everything. Then you start breaking those things down by the economic information that's available by postal zone. So from a marketing point of view it's much more precise than it was when I first started out in the business.

But in terms of predicting the success of a program, do you think--

Programs?

Yes.

I don't think technology has done a lot on that score. But I don't know, maybe it has. If it has, I haven't been aware of it. [Laughter]

There was a man, David Mark, who wrote a book called Demographic Vistas, who's talked about how market research has become so segmented in this particular generation, beginning really in the 1970s, that programs have become over-specialized to a certain group that they are supposed to be appealing to. There's something been lost in terms of general programming. Would you agree?

Well, that's true. The proliferation of delivery channels as a result of cable will allow you to be much more precise as a viewer and as a marketer than you ever were with