Advertising in TV9 Bangla
TV9 Bangla, a leading Bengali news channel, was launched in 2021 as part of the TV9 Network. The channel quickly established itself as a prominent player in West Bengal’s media landscape by delivering comprehensive news coverage that resonates with the cultural and socio-political context of the region. TV9 Bangla caters to a diverse audience base, offering in-depth reporting on regional, national, and international events, alongside special programs addressing various issues relevant to the Bengali-speaking population.The TV9 Network, founded in 2006 with the launch of its flagship channel TV9 Telugu, has expanded significantly over the years, covering multiple languages across India. TV9 Bangla is a key part of this expansion, focusing on providing credible, timely, and engaging news content in Bengali. The channel has rapidly gained viewership by offering a balanced mix of news bulletins, debates, and exclusive interviews, positioning itself as a trustworthy source of information in a competitive regional news market.
One of the standout features of TV9 Bangla is its commitment to high-quality journalism and its focus on breaking news as well as investigative reporting. The channel’s team of experienced journalists and reporters ensures that it stays ahead in covering major events with precision and depth. The success of TV9 Bangla can be attributed to its viewer-centric approach, tailoring content that appeals to the cultural ethos of West Bengal, while also addressing the growing appetite for reliable news in the regional language.
In the context of advertising, TV9 Bangla presents an excellent opportunity for brands looking to connect with the Bengali-speaking audience. The channel’s strong viewership, coupled with its focus on delivering credible content, makes it an ideal platform for advertisers targeting the region. Whether it's during prime time or special programs, TV9 Bangla’s diverse content allows brands to reach a wide range of viewers, ensuring maximum visibility and engagement for their campaigns.
Table of contents
- Advertising in TV9 Bangla
- Benefits of Advertising in TV9 Bangla
- Importance of Advertising in TV9 Bangla
- Ads Format for Advertising in TV9 Bangla
- Factors Affecting the Cost of Advertising in TV9 Bangla
- Best Practices for Advertising in TV9 Bangla
- Why Choose Ginger Media Group for Advertising in TV9 Bangla?
Benefits of Advertising in TV9 Bangla
Advertising on TV9 Bangla offers a range of strategic benefits for brands aiming to tap into the Bengali-speaking market in West Bengal and beyond. As a leading regional news channel, TV9 Bangla has quickly earned a reputation for delivering high-quality news content that resonates with its target audience.
With its extensive reach, deep regional focus, and ability to engage a culturally distinct viewership, TV9 Bangla provides advertisers with a robust platform to effectively communicate their message and influence consumer behavior. Below are key benefits of advertising on TV9 Bangla, each explored in detail:
Deep Regional and Cultural Connection
One of the most significant advantages of advertising on TV9 Bangla is the channel's strong cultural connection with its audience. Bengali culture is rich in tradition, history, and values that shape the social fabric of West Bengal and the Bengali diaspora. TV9 Bangla understands this cultural nuance and tailors its programming to resonate deeply with its audience. The channel covers news and events with a local flavor, making it highly relevant and relatable to Bengali viewers.
This cultural affinity allows brands to create campaigns that are more emotionally engaging and effective. For example, advertisements during festivals like Durga Puja or Poila Boishakh on TV9 Bangla can harness the cultural sentiment, making them more impactful. By aligning with the values and interests of the Bengali community, brands can establish a stronger emotional connection, fostering long-term brand loyalty.
Extensive Regional Reach
TV9 Bangla has a comprehensive reach across West Bengal and the Bengali-speaking diaspora in other regions of India. The channel’s widespread viewership spans urban centers like Kolkata, as well as smaller towns and rural areas. This extensive reach ensures that advertisers can target a diverse demographic that includes people from various socio-economic backgrounds. Unlike national channels that may only offer limited regional coverage, TV9 Bangla’s focus is squarely on the Bengali market, making it the ideal choice for brands looking to penetrate this specific segment.
Additionally, the channel’s presence on cable and DTH platforms, as well as its digital offerings, enhances its accessibility, ensuring that advertisements reach a broad spectrum of viewers. For brands seeking maximum visibility within West Bengal, TV9 Bangla offers a targeted and efficient way to connect with millions of potential consumers.
High Viewer Engagement and Credibility
The credibility and trust that TV9 Bangla has built in a relatively short span of time translate directly into higher viewer engagement. As a news channel, TV9 Bangla has positioned itself as a reliable source of information, which increases the likelihood that viewers will pay attention to the content, including advertisements. Unlike entertainment channels where viewers might skip or ignore ads, a news channel like TV9 Bangla benefits from high audience retention during commercial breaks.
This is particularly true for prime-time slots when viewers are tuned in for major news stories and special programs. The trustworthiness associated with the channel also rubs off on the brands that advertise, lending them credibility and making their messages more persuasive. When audiences see a brand advertised on a channel they trust, it reinforces the brand's reliability, making the advertising more effective in driving consumer action.
Diverse Content and Programming Opportunities
TV9 Bangla offers a varied mix of content that caters to different segments of its audience, from hard news to special features and talk shows. This diverse programming provides advertisers with multiple avenues to reach their target demographic. For instance, brands targeting youth can choose to advertise during debate shows or current affairs programs that are popular among younger viewers. On the other hand, those aiming for a broader or older demographic might focus on prime-time news bulletins or special reports. The channel’s flexibility in terms of content allows advertisers to select the most appropriate time slots and program types for their campaigns.
Additionally, TV9 Bangla often runs special programming around key events, such as elections, regional festivals, or significant socio-political developments. These events attract higher viewership, offering advertisers an opportunity to capitalize on peak audience times for maximum impact.
Cost-Effective Targeting in a Competitive Market
Advertising on TV9 Bangla is not only impactful but also cost-effective when compared to national channels. For brands with a specific interest in the Bengali market, regional channels like TV9 Bangla offer better ROI due to their focused audience base. National channels may have a wider reach, but a significant portion of their viewership might not be relevant to brands targeting Bengali consumers.
TV9 Bangla, with its specific regional focus, allows for more precise targeting, ensuring that the advertising budget is used efficiently. Moreover, the competitive rates for ad slots on regional channels make it feasible for brands of all sizes, from local businesses to national enterprises looking to enter the Bengali market. This cost-effective approach, combined with high engagement levels and extensive reach, makes TV9 Bangla a strategic choice for any brand aiming to build or strengthen its presence in West Bengal.
Importance of Advertising in TV9 Bangla
Advertising in TV9 Bangla holds immense importance for brands targeting the Bengali-speaking market. Since its inception, TV9 Bangla has grown to become a trusted and widely viewed news channel in West Bengal, delivering timely and relevant content to its audience. The channel’s emphasis on regional news, cultural relevance, and social issues has attracted a broad viewership base, making it a powerful platform for advertisers.
As one of the fastest-growing regional news channels in the Bengali market, TV9 Bangla offers unique advantages that go beyond mere reach and visibility. Below are five distinct points that highlight the importance of advertising in TV9 Bangla:
Influence on Public Opinion and Local Sentiment
TV9 Bangla plays a crucial role in shaping public opinion and local sentiment in West Bengal. The channel’s in-depth coverage of regional politics, social issues, and cultural events allows it to connect deeply with its viewers. For brands, this means that advertising on TV9 Bangla doesn’t just reach a large audience; it reaches an audience that is highly engaged and influenced by the content they consume.
When a brand’s message is integrated into this influential platform, it gains credibility and can sway consumer behavior more effectively. For instance, during election seasons or local controversies, TV9 Bangla’s analysis and reporting become central to public discourse, and advertisements during such periods can benefit from heightened viewer attention. The channel’s ability to influence local opinion makes it an essential advertising medium for businesses seeking to align their brand with key societal trends and discussions in West Bengal.
Strategic Timing and Market Relevance
TV9 Bangla’s focus on delivering up-to-the-minute news and timely content allows brands to strategically time their advertising campaigns to coincide with relevant events and trends. Unlike general entertainment channels, news channels like TV9 Bangla offer advertisers the chance to synchronize their campaigns with ongoing discussions, breaking news, or significant events. For instance, a brand launching a product during a major festival or an important political event can benefit from aligning its advertisements with the heightened viewership during those periods. The immediacy and relevance of TV9 Bangla’s content provide advertisers with a platform to deliver timely messages that resonate with the current mood of the market.
This capability to tie advertising with relevant news and events enhances the effectiveness of campaigns, ensuring that the brand’s message is not just seen, but seen at the right time.
Reaching Decision-Makers and Key Demographics
TV9 Bangla’s audience includes a substantial number of decision-makers, business leaders, and professionals who are keenly interested in news and current affairs. These viewers are typically more attentive to content that directly impacts their decisions, whether it’s in business, politics, or social matters. Advertising on TV9 Bangla allows brands to target this influential demographic, which often drives purchasing decisions within households and organizations. For example, financial institutions, real estate companies, and B2B businesses can greatly benefit from reaching this audience, as their products and services are directly relevant to these viewers.
Moreover, the channel’s content is particularly appealing to educated and informed audiences who are critical thinkers and value credible information. By placing advertisements on TV9 Bangla, brands can tap into a viewer base that is more likely to engage with high-quality products and services, making it a strategic platform for reaching affluent and decision-making segments of the population.
Building Trust through Association with Credible Journalism
In today’s media landscape, trust is a key factor influencing consumer behavior. TV9 Bangla has built a reputation for delivering reliable news and objective journalism, which has earned the trust of its viewers. When brands advertise on such a trusted platform, they benefit from this association, as viewers are more likely to trust the products and services being advertised. This trust factor is especially important in markets where consumers are increasingly skeptical of advertisements.
By choosing to advertise on TV9 Bangla, brands can position themselves as trustworthy and credible, thereby reducing resistance to their message. Furthermore, the channel’s consistent focus on transparency and factual reporting enhances its credibility, making it an ideal partner for brands looking to build long-term relationships with their audience. This association with credible journalism is a powerful asset for brands, particularly those in industries like finance, healthcare, and education, where trust is paramount.
Targeting Regional Markets with Precision and Customization
TV9 Bangla provides advertisers with the opportunity to target regional markets with a high degree of precision and customization. Unlike national channels that may require a broad and generic approach, TV9 Bangla allows brands to tailor their messaging specifically for the Bengali-speaking audience.
This is particularly important in a region like West Bengal, where cultural nuances, language, and local preferences play a significant role in consumer behavior. Advertisers can leverage this platform to craft campaigns that resonate deeply with regional sensibilities, whether it’s through language, imagery, or cultural references. Additionally, TV9 Bangla offers the flexibility to create localized campaigns that address the unique needs and concerns of different parts of the region, from urban centers to rural areas. This level of customization ensures that brands can communicate more effectively with their target audience, driving higher engagement and conversion rates. For businesses looking to establish a strong presence in West Bengal, TV9 Bangla’s ability to offer precise targeting and culturally relevant advertising is invaluable.
Ads Format for Advertising in TV9 Bangla
Advertising on TV9 Bangla, a prominent Bengali news channel, offers traditional ad formats that can effectively reach a large and diverse audience. Traditional advertising on television remains a powerful tool, especially for brands targeting a regional audience.
Below are key traditional ad formats used in TV9 Bangla, all designed to maximize brand visibility and audience engagement.
Spot Advertising
Spot advertising involves placing short commercials, typically between 10 to 60 seconds, during scheduled breaks in TV9 Bangla’s programming. These ads can be strategically timed to run during popular shows or news bulletins, ensuring they capture a significant portion of the audience's attention.
This format allows advertisers to customize their campaign's timing and frequency, making it ideal for targeting specific demographics and maximizing visibility during high-viewership slots.
Sponsorship Tags
Sponsorship tags, or brand mentions, are a popular format where the advertiser sponsors a specific program or news segment. The brand’s name or logo is displayed, often with a brief mention, such as “This news is brought to you by.” This format offers consistent brand exposure throughout a program, reinforcing brand association with specific content that viewers trust and engage with regularly.
It’s particularly effective for brands looking for long-term visibility without the need for full-length commercials.
In-Program Branding
In-program branding involves integrating a brand or product within a TV9 Bangla program, either through subtle product placement or by incorporating the brand into the storyline or visual elements of the show. This format blurs the line between content and advertisement, making the promotional message feel more natural and less intrusive to the audience. It’s effective for increasing brand recall, as viewers associate the brand with the program they are already engaged with, leading to a more memorable advertising experience.
Scroll Advertising
Scroll advertising, also known as ticker ads, consists of text or images that scroll across the bottom of the screen while a program is in progress. These ads do not interrupt the viewing experience, which makes them highly effective in maintaining audience attention while delivering promotional messages.
Scroll ads are typically used for concise, urgent messages like ongoing sales, new product announcements, or event promotions. They are particularly effective during news programs where viewer attention is high.
Show Sponsorships
Show sponsorships allow advertisers to be the primary sponsor of an entire show or segment on TV9 Bangla, often including opening and closing credits that feature the brand’s name prominently. This creates an exclusive association between the brand and the show, helping to boost credibility and viewer trust.
The constant repetition of the brand’s name throughout the show builds strong brand awareness, making it a highly effective format for long-term campaigns aimed at cementing a brand’s presence in the minds of viewers.
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Factors Affecting the Cost of Advertising in TV9 Bangla
Advertising on TV9 Bangla can be a strategic move for brands looking to engage with the Bengali-speaking audience. However, the cost of advertising on this regional news channel is influenced by a range of factors.
Understanding these variables is crucial for advertisers aiming to plan a cost-effective campaign that maximizes ROI. The factors include elements such as time slots, content alignment, duration of the ad, and more. Below are key factors that affect the cost of advertising in TV9 Bangla, each detailed to provide a comprehensive view:
Time Slot and Peak Viewership Hours
One of the most significant factors influencing the cost of advertising on TV9 Bangla is the time slot during which the ad is aired. Prime-time slots, usually between 7 PM and 10 PM, attract the highest viewership and therefore command premium prices.
During these hours, the audience is at its peak, with viewers tuning in for the latest news, debates, and special features. Similarly, morning slots, where viewers catch up on early news and updates before starting their day, also tend to be costlier compared to less popular times like mid-afternoon or late night. Advertisers aiming for maximum visibility must be prepared to invest more for these high-traffic periods. Additionally, certain time slots become more valuable during special events like elections, festivals, or major socio-political developments, further driving up the cost. Understanding the dynamics of viewership and choosing the right time slot based on the target audience’s behavior is crucial for managing advertising costs effectively.
Ad Placement and Program Association
The placement of an advertisement, specifically the type of programming it is associated with, significantly impacts its cost. TV9 Bangla airs a variety of programs ranging from hard news bulletins to talk shows, cultural specials, and investigative reports. Ads placed during high-demand programs like exclusive interviews, breaking news segments, or flagship talk shows are priced higher due to the concentrated and engaged viewership they attract. For instance, an ad placed during a widely-watched news bulletin or a high-profile debate show can cost substantially more compared to less popular programs.
Moreover, advertisers can choose specific programming genres that align closely with their target market, thereby optimizing both reach and relevance, albeit at a higher cost. The association with premium content enhances the perceived value of the brand being advertised, making it worthwhile to invest in strategically important program slots. However, the more aligned an ad is with top-performing or high-interest shows, the more advertisers should expect to pay.
Ad Duration and Frequency of Airing
The length of the advertisement and its frequency of airing are critical factors in determining the overall cost. Standard ad durations typically range from 10 seconds to 60 seconds, with longer ads naturally costing more. Additionally, campaigns that require higher frequency, where the ad is aired multiple times a day or week, will accumulate higher costs. However, the trade-off is increased brand recall and visibility. Advertisers need to balance between the duration and the frequency to achieve the desired impact without overshooting their budget. For instance, a shorter ad aired frequently during relevant programs might be more effective than a single long ad aired less frequently.
Furthermore, the choice between running a sustained campaign over several weeks versus a burst campaign with high frequency in a shorter period also influences the cost. The decision must be guided by campaign objectives, target audience behavior, and the desired level of market penetration. Efficient planning in terms of duration and frequency can significantly influence how the advertising budget is allocated.
Geographic Targeting and Market Reach
Although TV9 Bangla primarily caters to West Bengal, the channel’s coverage extends beyond the state to Bengali-speaking audiences across India. The broader the geographic reach, the higher the cost of advertising. National brands targeting Bengali audiences outside of West Bengal, including significant populations in states like Assam, Tripura, and Jharkhand, may opt for broader coverage, which raises the expense. Conversely, localized campaigns that focus solely on specific regions within West Bengal, such as Kolkata, Siliguri, or Durgapur, can be more cost-effective.
TV9 Bangla also offers zonal targeting options, allowing advertisers to choose specific areas or districts for their campaigns. This flexibility helps brands optimize their spending by focusing only on relevant markets rather than paying for a blanket reach across the channel’s entire broadcast area. However, highly localized campaigns may be limited in terms of the time slots available, which could affect the cost. Therefore, geographic targeting remains a key consideration when budgeting for an advertising campaign on TV9 Bangla.
Seasonal Demand and Market Competition
The cost of advertising on TV9 Bangla is also subject to fluctuations based on seasonal demand and market competition. Certain times of the year, such as festive seasons (e.g., Durga Puja), elections, or significant local events, see a surge in advertising demand. During these peak periods, ad rates are typically higher as multiple brands vie for limited airtime. The competition among advertisers to secure prime slots during these high-demand periods drives up costs. Additionally, brands may increase their advertising spend during product launches or when entering new markets, leading to heightened competition for coveted time slots.
Conversely, during off-peak times, when demand for ad space is lower, advertisers may find more affordable rates and greater flexibility in choosing slots. Understanding these seasonal trends and planning campaigns accordingly can help optimize costs. Advertisers should consider booking ad slots in advance for peak periods or explore opportunities during off-peak times to maximize budget efficiency while still achieving considerable impact.
Best Practices for Advertising in TV9 Bangla
Advertising on TV9 Bangla can be highly effective if executed with a strategic approach that aligns with both the channel’s strengths and the preferences of its target audience. As a leading Bengali news channel, TV9 Bangla offers an expansive reach and credibility, making it an ideal platform for brands seeking visibility in West Bengal and among Bengali-speaking audiences. However, to truly leverage this platform, advertisers must go beyond simply securing airtime; they need to craft campaigns that resonate with viewers, utilize data-driven insights, and maintain consistency across multiple touchpoints. Below are five best practices that can enhance the effectiveness of advertising in TV9 Bangla:
Tailoring Content to Cultural Relevance and Local Sensibilities
One of the most effective practices in advertising on TV9 Bangla is ensuring that the content is culturally relevant and resonates with the local audience. West Bengal is a region rich in tradition, art, and literature, and advertising that incorporates these elements often strikes a chord with viewers. Brands should consider using local dialects, culturally significant symbols, and regional festivals in their campaigns.
For instance, incorporating the spirit of Durga Puja or using references to iconic Bengali figures like Rabindranath Tagore can make the advertisement more relatable and emotionally engaging. Additionally, understanding the socio-political context of the region and aligning the brand message with prevailing sentiments can enhance the effectiveness of the campaign. Advertisers should also avoid generic content and focus on crafting messages that reflect the aspirations, values, and concerns of the Bengali-speaking population. Tailoring content in this manner not only boosts engagement but also builds trust and loyalty among viewers, which is crucial for sustained brand growth.
Leveraging News Integration and Sponsored Segments
Integrating advertisements into the flow of news content is a strategic way to enhance viewer engagement. TV9 Bangla offers opportunities for brands to sponsor specific news segments, features, or programs, allowing the advertisement to be closely associated with credible and widely consumed content. This method, known as branded content or sponsored segments, works well in a news environment because it seamlessly blends the brand message with relevant information that viewers are already interested in.
For example, a financial brand could sponsor a business news segment, while a health product might be integrated into a health-focused show. This practice ensures that the advertisement feels more organic and less intrusive, which can result in higher viewer retention and recall.
Using Consistent Storytelling Across Multiple Campaign Phases
Consistency in storytelling is a key practice for brands aiming to build a strong and recognizable presence on TV9 Bangla. A cohesive narrative across multiple phases of a campaign ensures that the brand message is reinforced at each touchpoint. Advertisers should plan campaigns that unfold in stages, with each phase building upon the previous one, whether it’s through a continued storyline or a consistent theme. For example, a campaign could start with a teaser phase to generate curiosity, followed by the main message, and conclude with a call to action that drives engagement.
This approach not only maintains viewer interest but also deepens brand recall as the audience becomes familiar with the ongoing narrative. Consistency in visual elements, slogans, and messaging across the campaign ensures that viewers can easily identify the brand even in shorter ad durations.
Maximizing Reach with a Multi-Channel Approach
While TV9 Bangla is a powerful platform, combining it with other media channels can amplify the impact of an advertising campaign. Brands should adopt a multi-channel approach that integrates TV9 Bangla with digital platforms, print media, radio, and outdoor advertising. This cross-channel strategy ensures that the brand message is consistent and visible across multiple touchpoints, increasing the likelihood of reaching a broader audience.
For instance, a TV commercial aired on TV9 Bangla can be complemented with social media promotions that reinforce the same message or drive viewers to engage further online. This synergy between traditional and digital media creates a more immersive brand experience and allows for continuous engagement, even when viewers are not watching TV.
Monitoring Performance and Adapting in Real-Time
One of the best practices for advertising on TV9 Bangla is actively monitoring the performance of campaigns and being agile enough to adapt in real-time. With the dynamic nature of news broadcasting, audience interests can shift rapidly, and successful advertisers are those who can respond to these changes promptly.
Using analytics and audience feedback, brands should track key performance indicators such as viewership ratings, engagement levels, and brand recall throughout the campaign. This data allows advertisers to tweak their strategy, whether it’s adjusting the timing of ads, refining the message, or reallocating budgets to more effective time slots. Additionally, staying informed about breaking news and trending topics can present timely opportunities for brands to position their messages more effectively. Guide to Create Effective Advertising in TV9 Bangla
Want to do Advertising in TV9 Bangla for brand promotions?
Why Choose Ginger Media Group for Advertising in TV9 Bangla?
At Ginger Media Group, we understand that advertising on regional channels like TV9 Bangla can be a game-changer for brands looking to engage with Bengali-speaking audiences.
Our expertise lies in crafting tailored advertising solutions that resonate with viewers while maximizing your return on investment. Here are five compelling reasons why you should choose us for your TV9 Bangla advertising campaign.
Deep Understanding of the Bengali Market: We pride ourselves on having an in-depth understanding of the Bengali market, which is crucial when crafting an effective TV9 Bangla advertising strategy. Our experience with local nuances, cultural preferences, and audience behaviors enables us to create campaigns that genuinely connect with viewers. We don’t just place ads;
we ensure that your message is communicated in a way that resonates with the Bengali audience. By tapping into regional sentiments and current trends, we help your brand become a part of the viewer’s daily life, ensuring higher engagement and lasting impressions.
Strategic Ad Placement for Maximum Impact: At Ginger Media Group, we specialize in identifying the most strategic ad placements for your brand to get the best results. Whether it’s choosing the right time slots during TV9 Bangla’s news bulletins or high-viewership shows, we ensure that your ad reaches the right audience at the right time.
We understand the importance of optimizing ad placements for maximum visibility and impact, which is why we use data-driven insights to select the most effective spots. Our goal is to help you reach a targeted audience while maximizing your brand’s exposure within your advertising budget.
Customized Advertising Solutions: We know that every brand has unique goals and challenges, which is why we offer customized advertising solutions tailored to your specific needs. Whether you want to promote a new product, build long-term brand awareness, or create a high-impact campaign, we work with you to design a strategy that meets your objectives.
Our team is dedicated to understanding your brand’s story, values, and goals so that we can develop an advertising approach that aligns perfectly with your vision. We believe that personalized service and close collaboration lead to better results.
Proven Track Record of Success: Our experience in executing successful advertising campaigns on regional channels like TV9 Bangla speaks for itself. Over the years, we’ve worked with a wide range of industries and brands, delivering measurable results through thoughtful planning and execution.
When you choose us, you’re not just getting an agency; you’re partnering with a team that has a proven track record of delivering impactful campaigns. We take pride in our ability to generate brand awareness, drive conversions, and build lasting customer relationships through the power of effective advertising.
Comprehensive Support and Campaign Management: We believe in offering end-to-end support for all your advertising needs. From the initial consultation and strategy development to post-campaign analysis, we’re with you every step of the way. Our team manages everything, ensuring that your campaign runs smoothly and achieves its desired outcomes.
We also provide detailed reports and insights to measure your campaign’s success, so you always know the impact of your investment. At Ginger Media Group, we don’t just execute campaigns; we ensure they are optimized for the best possible results, giving you peace of mind that your brand is in good hands.
Ginger Media Group is a 360 degrees marketing agency that specialises in outdoor advertising. With our 7+ years of experience, our team of branding specialists, marketing enthusiasts and data-driven advertisers, we have had the pleasure to serve some of the most well-known brands such as VIBGYOR, OYO, Zomato, Uber Moto, Uber Eats, Chumbak & a lot more.