gilad the ceo said we want people to take this very seriously. the big advice is be patient, these things take time. we had to study dogs and understand them in order to create the right content for them. >> the pair spent three years conducting studies, and gathering research from around the world. then, it was critical to test the content they created. >> what we did is we installed security cameras in 38 apartments in new york and l.a. we wanted to do kind of a proof positive thing and see it works. >> who knew zebras and giraffes are truly dog's best friends or that dogs are not fans of each other's barks. >> you need to have the best proof of concept in order to know that this thing works. it's all about the execution, and have proof that it actually works. you don't have that, you don't have much. >> the pair felt ready to craft their pitch and set up meetings with cable providers. >> we understood that people actually see us like the crazy people. so people didn't know how to take that and the first tv network meetings it wasn't a great th