ok, i'm going to bring in chris curtis, editor of broadcast. consultation into channel 4. both labour and tory governments have had a go at this. why do you think they think now might be the right time to sell? well, the market does change. i mean, that's true. it was 2015,16... in fact, the last attempt, there wasn't actually a formal consultation, but it dragged on for, goodness, 18 months or more. that was five years ago, six years ago. the market has changed. the speed of the streaming revolution has only accelerated. but it's also the case that the british psbs — and channel 4 at the forefront — they're changing with the market, so it's not as though everything surrounding these organisations is all up in the air and they're preserved in aspic. so i think there's two things. there's the fact that the market has changed, there's what the dcms would say is their concerns about the long—term sustainability of channel 4 — and that's something that i suspect alex would have a view on — and then there's the fact that, you know, either ideologica