everybody is chasing after the shows, and if you look in the period from 2001 to 2004 when a guy named david lylex to national geographic, that was the most excess full period they have had with the national geographic channel. there were shows like "wicked tuna," "doomsday preppers." they got pretty significant following. never got as popular as discovery, their arrival, but -- their rival, but it was doing pretty well. internally there were all these clashes in terms of, is this what we want. carol: talked about the role of james murdoch. rupert murdoch, i think you said his father calls him a -- felix: tree hugger. james murdoch took over 21st century fox and i think that made a big difference to a lot of people within the national geographic society because if you look at james murdoch's politics versus his father's, there were certain people who had qualms about rupert murdoch, in particular his skepticism about global warming. that did not sit well with a lot of people of the society. in comes his son, james, and he is very environmentally progressive. him and his wife have a foundation tha