deal back in 2014 >> yeah, joining us now is former discovery president john ford along with barton crocketteat to have you both with us apparently the scripps family was less interested a few years back do you think they might have come around? >> given that these talks have resumed, they must have overcome that hurdle and the family has less resistance now than they did before so it seems as if talks are happening, if in fact they are, that they've overcome that hurdle and that should be one of the major concerns that has been addressed. there are other things to address because you have the integration of two very large companies. this merger, as far as a unified approach has three things going for it the three a's, audiences are all adults 25, 54 for these networks and the portfolio. the advertisers all are prone to buying a premium brand, discovery, hgtv, and food all sell themselves as premium advertising brands premium cpms then you have the affiliates as well they are all relatively affiliate-friendly in their approach and not as high-price as viacom. >> barton, this is a strategic m