and it was uch 18% compared to two or three years ago. so it is picking up, but they've got a long way to go. >> they clearly do. meantime, we have the olympics by june. the olympic committee expects to have its bids in for tv rights rights for the olympics. nbc, of course, has been the big buyer of these games and we'll look at the decades, prices essentially doubled, but nbc has a new boss with comcast. >> they'll have cash, more important than anything else, but they have a lot of other bidders. they have the abc family of networks, turner, cbs, fresh off of march madness success, and you have a lot of these networks willing to pay over $2 billion on the table today to land the olympics. >> with so many bidders, fox, nbc, disney, and orders, what's the return to shareholders? >> one is technology. you get it on the mobile phones. you get it on the internet. you get it everywhere. there is more vertical integration there and the second is the more bidders the better chance of winning, the more of a success psychologically for shareholde