Question-and-Answer Session
Operator
(Operator Instructions) Your first question comes from the line of Barton Crockett of JP Morgan.
Barton Crockett - JPMorgan
Thanks for taking the question. I wanted to ask you something about IPG advertising, which does not appear to be a material number in terms of the discussion you just went through but I think it’s an area of historically high expectations and maybe potentially high expectations again.
I’m just wondering if you could fill us in little bit as to why IPG advertising is such kind of limited business right now? Is it something technological, or is it something where the cablers and DBS companies don’t want to go there, the advertisers don’t want to go there? And is there something someone could bring to the table that would make it more interesting?
Rich Battista
I tell you, of the three you just mentioned, it’s mostly technological. I think it’s a little bit with the cable operators and satellite providers have to decide whether they want to plunge into that area. Advertisers absolutely are very intrigued by it.
So it’s mostly on the technological side and really the bottom line is, today there just isn't the ability to provide ads that are that compelling, either for consumers or advertisers.
There's no ability quite yet to create back-end measurement, which is critical; there’s not an ability to create great video ads, we're just starting with those but the ability to see an actual full-blown video ad, the bandwidth just isn’t there today to do that; the ability to have interactive advertisements.
So those are some of the three key points, but as part of our whole My TV Guide plan as we mentioned in our investments, we are making real investments in advanced advertising for IPGs, but we're just in that process today and don’t expect any material IPG advertising in the near future.
Barton Crockett - JPMorgan
Okay, and so just to make sure I understand the technological concerns which you consider is the largest. Is it more in software and server or is it more in bandwidth constraints?
Rich Battista
Yes, I think it's actually both. There is the variety of set top boxes out there, some that can handle the bandwidth. Obviously, the newer boxes can handle it and that's why when you start seeing the set top boxes that you get in the market place you're going to see this become a much more interesting opportunity for everybody.
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