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as we see examples like the the Grand Prix can this year where brands are really creating films documentaries other forms of content that truly are as good as anything else people might choose to spend time with I think that these companies have to rethink the idea that advertising somehow corrupts the integrity of the content experience but I do understand at the same time that they donamp;#39;t want to introduce especially if they have an audience thatamp;#39;s paying you know a subscription a monthly subscription to get for them that they donamp;#39;t want to necessarily bring in the same formats that worked in free television so I think thereamp;#39;s got to be innovation on both sides the media companies and the brands have to come together to figure out if brands are gonna be part of the funding model for this what are that what are those marketing what form does that marketing take