We have been looking at words right, we will continue looking at it before we reach sentences. Now we are looking at parts of language which are becoming more and more abstract okay which is again underlying patterns okay these underlying patterns are part of our these generative apparatus which is to say we can look at these things or we understand these things when we try to understand generative apparatus or vice versa. So yesterday we looked at certain underlying patterns rules which work as a template for formation of words where we have some templates which give us lot of words and then the more constraints are heavier the fewer the words okay with clusters of two consonants we have fewer words with the cluster of three consonants we have way too fewer words that are handful of them and with the cluster of four in the beginning of a word we have none in any language whatsoever okay we have looked at these things. Now we want to look at certain more processes which add grammatical meaning to words and we want to see how they work. I have a question from yesterday somebody asked about syllables the person here no okay so I will discuss that part later so let me take you through more on how to make words okay I want to give you some examples of Hindi okay and at the same time while I am discussing these examples I want you to look at languages that you speak okay and see how such rules are going to apply in those languages keep in mind these rules are not going to apply verbatim okay however once you see the underlying pattern of these rules they will help you understand underlying patterns of rules in the languages that you speak and finally you will see how language specific rules are how language specific rules have to say about about generic rules of language and how these rules really work in our minds okay. So let me show you some of these things now what is this about this is about a singular word right and a plural counterpart right everybody knows about singular and plural counterparts right so how do we make plurals in languages in general now the basic point is every language will have plural counterparts of singular nouns okay we have nouns that we make that become plural and I am going to kind of rush through these things I am not taking you through every single step okay I am going to show you like I said I am going to show you some of these from Hindi and then I want you to apply them to English and to more specifically to your languages right now have you heard these words before even some people who may not be speaking in the have you heard these words before right and you have heard their plural counterparts as well we if we speak in the we use these words quite often the and these are just few examples so what what is going on in this singular and plural counterpart how is it working how is this working sorry we add another sound in the world in the at the end of it do we just add or do we do something else too so if we have a if we have two words one is let us say gamala right or camera and the plural is come a are we simply adding a sound to the end of the word or we are doing something else with that we are we are removing one and only then we are adding the other one see this thing so if someone asks someone looks at the word come a day right and you try to tell them the you see the end of this word and the marker at the end of the word is actually plural marker that we have added right this is one way to describe but how why should anybody believe you if if I am not a speaker of Hindi I would simply say look this word sounds like just one word to me why should I believe you that the sound a at the end of this word is an addition of a sound do you understand my question why should we believe that this is an addition of a sound this looks like a word to me no not necessarily how is it happening with the other word I have given you only four of them here and it is not happening with even four of them not necessarily that I can tell you for sure they are not necessarily it happens with every single word now let before we go to that let us focus on my question that I asked you you understand the question the question is why should I believe that something has been added to the word it looks like just one word to me how will you convince someone that something has been added to it then the answer to that question is we need to look at the singular counterpart right and then you can show systematically that the sound a is dropped right and only then in place of that there is another sound right and on the top of that this addition of a sound has a meaning do you see if I simply write a word write a sound let us say ah okay or a do these sounds have any meaning without looking at these words do they have any meaning no right but when they are added to a word they have a meaning understand this when they are added to a word they have a meaning there are names for these categories but without without those names let me go ahead and talk about them what's the meaning of this sound in this word in these words the meaning of this sound is what singular the meaning of these this sound is plural now everybody understands what singular is and what a plural is right now see how how when we are learning languages or a language or language itself how languages specific rules get triggered with the input so no once again to to remind you about the things that I have promised you that I will keep reminding you time to time that when we when a child is learning a language the child comes across with the words like camera and comedy and nobody tells them or at least at the time when this input is coming to the child child is not in a position or at the age to be told these things that look ah that you see at the end of it is a singular marker a at the end of another word is a plural marker do you agree with me it's difficult for us to see these things even now right so much so that we have to put these things in colors to see them clearly right so it's not possible for anyone to tell a child or for a child to see these things however what a child is figuring out or the or the mind is figuring out by itself is these things okay there is absolutely no confusion in the mind of a child after the child has acquired the language that this is the plural formation pattern see this thing this is why if I without giving you this thing if I ask you can you write down in 5 minutes the plural formation rules of Telugu or Tamil take 20 nouns and see how nouns are changing in plural and give me a rule or summary of rule or a set of rules which will apply to all the nouns across the boat a it's not it could not be done in 5 minutes and b it's very difficult to figure those things out however you know every single noun of your language and you also know the underlying plural formation pattern of every single word of your language that consists of knowledge of language and then the on the other side it confirms that when we acquire language these are the underlying rules of principles and parameters which are part of universal grammar are that are getting triggered by languages specific inputs okay now what are what are such rules unless we look at these these words we don't even know that a particular sound may also have a meaning in a word a particular sound may not have an independent meaning elsewhere that is outside of a word but in a word it may have a specific meaning also and we don't stop here also we know for sure that if this is the plural marker in English in in a language like Hindi this is not the plural marker across the boat this is a plural marker in only some words right for example if you see word number 3 what's the word and what's the plural marker so plural of Pani remains Pani nobody has any confusion of that now not only plural the plural form remains the same but we know that the plural marker is zero no plural now someone can argue someone can tell you there are there are descriptive grammars given to us which describe things like every a ending word will change to a how many of you have taken Hindi classes anybody some of you at least very nice were you told about plural formation rules what what were you told any idea others right words and rules words and their plural forms so you were given every single word and their plural rules do you see the problem with that at least now if I if you are learning a language like Hindi or I am learning a language like Telugu or Malayalam how many words can I learn what's the length of a semester 40 hours right which is if you if you put it in terms of continuity it's less than two days see this thing that we do over a period of let's say 13 or 14 weeks how many words do you think I can learn if I am taking Telugu in a semester or for that matter even if I take it for a year two semesters including summer if I need to learn every single word and then its plural marker plural form how many words do you think I can learn answer clearly is not all you can learn as many as you want every day but definitely it's never going to be an exhaustive list get this now what else were you told anybody remembers whatever is what else were you told is admitting that we were given certain words and its plural forms were you also told about the rule underlying it no so somebody was given let's say a word like camera and told the plural is coming in right something like this anybody else some words which do not have plural were also taught as an exception right so the one of the things that I remember from such classes is there is a rule that is taught that if you see a word ending in R it changes to A and if they don't then they are exceptions right if they don't work that way then they are exceptions the idea of here is not to show you the problems of teaching and the idea is also not to blame the teachers the idea is to show you there cannot be exceptions if language is part of generative apparatus then there cannot be exception to rules because we are not talking about rules which okay let me put it this way we are not talking about some generic rules we are talking about the rules that already exist remember what I have told you about what already exists what is it that I have told you that I already exists which is if in a layman's term you have to describe universal grammar how will you describe that right we know those things intrinsically but also that's a set of rules of all the languages of the world if that if it's that kind of innate rule how could such rules generate exceptions see my point the strength of a rule is such that it should not be able to generate generate exceptions if if you are generating exceptions then if a rule is generating exceptions then it's a weaker rule okay you will you will learn about this particular aspect in your respective disciplines when you move ahead any rule that generates lot of exceptions any rule that has lot of patches is called a weak rule okay so the third and fourth will be examples of exceptions right that these things are exceptions but that's not true if you we are calling them exceptions only when we are looking at it not very carefully if you look at them carefully then you see that there is absolutely no exception to rules and the rule is the following the rule is first we have to look at if if we are talking about a language like Hindi then we have to look at two types of its gender you know that there are only two types of genders in Hindi which is every word can only be either masculine or feminine now this intuition about a word and mind it I am calling it intuition this intuition about a word is innate is inbuilt for example I will give you this example in a moment every single word in Hindi in a language like Hindi must have a gender and that gender must manifest in sentence okay so if I if I say a word like let's say give me any word in Hindi that you know aurat it's a which what's the gender feminine gender because that's that's a natural gender applies there hava so hava is what gender you see that feminine gender shirt what gender shirt kameez now probably this is an unfair question to ask you okay now my point is a shirt is masculine in Hindi and if we use for the same object a different word let's say kameez have you heard the these words shirt kameez the word kameez is feminine sorry go ahead not only not only salwar kameez any shirt in Hindi is called kameez shirt is English word right in Hindi it's called kameez right now that word is feminine so another point to notice is there is when we say every word must have it must have a gender which is either masculine or feminine we are not talking about the gender of the object we are simply saying there is a gender associated with every word which is arbitrary association but it's it's inbuilt intuition and this is also identification of someone being native speaker of that language they will immediately figure it out without any training you just give a word to a Hindi speaker or just listen to them speaking nobody needs to tell them that hawa is feminine right or a table feminine or masculine nobody needs to tell them what it is however you know that there is nothing masculine about table and there is nothing feminine about hawa right this is intuition intuition now based on that if you look at the words of masculine gender you find two types of words one type which end with a okay only such word will change to a masculine words which do not end in a like pun or gar they do not have their plural forms across the boat and this r to a rule applies only to masculine words see my point applies only to masculine word because look at this example that he gave you what's the what's the what was the example hawa does this word end in a what's the plural of this do we see it as a kamre or gamle we are not doing the my point is we are not changing this word the way we are changing kamre and gamle clearly tells you that that's not a masculine word see the thing now if you look at these two rules then there is absolutely no exception similarly if you look at feminine nouns of Hindi okay there are only going to be two types of feminine nouns one that ends in long e am I making sense to you we don't need to learn Hindi or we don't need to look at it I am only trying to show you the underlying pattern right words that end in long e such as larki or gadi and the words that do not end with long e there are only two categories either they end with long e or they don't end with long e if we are talking about masculine nouns either they end in a or they don't end in a please pay attention to the second part we are not saying they end in a consonant or a vowel or a particular type of consonant or a particular type of vowel nothing of that sort we are only saying one type of masculine noun ending with a and the other type not ending in a one type of feminine noun ending in e that's a long vowel and the other type not ending with e and so that way we get four way classification and for each type there is a specific rule and then that rule does not generate any exception okay so a word like hava will fit where sorry feminine noun which doesn't end with long e right and similarly if there is a word which ends in long e okay imagine there is a word which ends in long e but it's not a feminine word okay which is if it is not a feminine word then it's going to be masculine so can you give me can can you think of an example of such word pani I already gave you this word pani a word which ends in long e but doesn't have a is not feminine is not going to change there is another word that I can give you I only picked up few to make a point you don't need to have look at exhaustive list of them dobi another very generic word everybody must have heard this word dobi means someone who washes clothes right is a masculine or feminine masculine word it doesn't but it ends in long e what do you expect will not change in plural form neither it's going to work the way feminine nouns work but there are only four types and four simple rules for them if they end in a then change to a if they don't end in a no change if they end in when we talk about feminine nouns if they end in long e they change in a particular way right and this is where I said I don't need don't want to take you through every single step because we don't need to learn these things we only need to see a particular point now the second part of second part of a feminine noun which is words that do not end with long e they change in a particular way right can you see the rational that in this category we cannot say words that do not end in a that do not end in long e will not change we cannot say that because if they don't change then then there will be no difference between masculine and feminine nouns and that will create again again confusion now do you see how systematically they are classified and why they they generate no exceptions and creates no confusion here this is one particular rule which is language specific now it's about Hindi now I invite you to look at the underlying pattern of plural formation of your language okay this is I am giving you this thing as a as a as an assignment which is optional assignment you don't have to submit it okay but I promise you usually people will not tell you what's going to be on the exams do people tell you what's going to be on the exam on record on camera I am telling you this question will be on one of the exams okay so please work on that if you need my help I am ready to work with you but for that you need to bring me examples please look at the underlying pattern of plural formation and the only thing that I am not telling you it's going to be on the coming exam but on one of them this question is going to be there okay so see how categorically I have shown you the rules now I had a plan to show you rules of at least one more language which is English but I leave that for you to figure that out also because English is one language which everybody has studied which everybody has learned as second language or I remember some of you telling me you started learning English and kindergarten right remember A for apple and B for a boy you haven't forgotten that yet what how did you learn plural formation I just want you to think about that and then tell me how it works I want you to do this definitely for English and tell me how it works and also I want you to do for the language that you speak which is language that you grew up with mother take some examples and see the plural pattern of that language okay that will be one application of something that you are learning we I am not going to give you such assignments every now and then because we are going to move very fast and it's difficult in a semester in a short period of class for me to tell you to apply every rule to your language however you will get a taste of how it works when you need to when you are asked to look at your own language if your own language looks difficult to you just look at the language of your neighbor and see how it how it works by neighbor I mean if you speak Tamil and Tamil sounds difficult you can look at Malayalam or Canada or Telugu whatever you like but everybody is definitely going to look at English and and I also ask you feel free to consult any internet any library any resource at your disposal people that you know teachers you may have interacted with just feel free to to interact with anything consult anything but please do work on this thing get my point all right now this is this was just one underlying rules that languages operate with and I wanted to wanted you to see any questions so far before I move any any confusion about what I have just described what you need to do no no so you promise that you will do it I don't see don't see commitment in your promise go ahead yes and why am I saying so on the simple the simple reason of me saying so not that I know all the languages underlying rules of language are such that they are not supposed to generate exceptions suppose we still find exceptions that simply means we haven't looked at the rule hard enough but see I think you asked me this question yesterday or somebody asked me this question do we have first words and then we are sorry do we have first sounds and then we apply them in a format and get words right or do we have words and then we see them either way the point is we have rules and if we haven't come up with a rule of this type I'm giving I have given you a rule which I am convinced that there is no exception I want you as a Hindi speaker whether you speak Hindi or not I want you to find one single example which doesn't work this way which which forms exception to these four way categorization and it is these rules such as Kamro is not plural Kamro is not plural I mean it's it's a it's a plural but it has something else on it now I I I don't want to start in the class with you here however you are I that that's a very genuine question very genuine concern Kamro has more than plural and if you are interested in this look at some materials what you will find is people use this word Kamro only when there is something following it which is called a post position right like Kamro me or Kamro K Bahar we we never use this word Kamro or Kamro without a post position so it's the effect of the following post position on the previous word which turns it into the into Kamro they wrote as masculine for plurals yes no larkio Kamro havau Dhobi all of them work the same way so that that's something more than singular plural masculine family that's that's all I can I can tell you about plurals and singular only what I have told you are you are you convinced that Kamro is something else okay so that that's a different exactly very true and and I am convinced that you can see patterns very well at least and I am trying to show you patterns which are easy to see right already anything else sir if sir if language was natural outcome Hindi has got this issue of like the nouns changing with the post position whereas other languages probably many would do many many languages would would work that way not all so what what is important here is languages will have two way categorization let's say singular and plural this is part of universal set of principles singular and plural okay however language what was the other part of your part of your question how come Hindi how come some land like Hindi has got this post position post position and its its effect English on right so when we say on table there is no change in the word table whereas if we say on table or on tables when you say on the table you don't see any change in singular what's in Hindi phrase on the table on the table singular single table per and when we say on the tables table no per same same thing is added that you were trying to add to what come around or garon or larko or lurky now coming back to your your question this effect is restricted only to Hindi you you are right this is not in not in English now this is exact example of what we say parameters that some rules are parametric in nature where they will apply only to some languages and will not apply to others this is what becomes responsible for differences in languages right otherwise if if there were no parameters take it this way if there were no parameters then we will have we will end up with one language see this thing this is why both together principles and parameters help us understand what we say language the underlying rules of language we won't be able to see underlying rules of language only with the help of principles we need to see that also with parameters making sense now one more thing which I discussed with you yesterday which is important for word formation rules and then we move ahead in the in remaining few minutes now are you familiar with these words I thought you will be familiar familiar with lot of them therefore I haven't even added meanings to these words anybody who is not familiar with all the words so what are what are the words can you read them now there are two of them after panja the first one is anda andha and Mumbai right have you heard Mumbai everybody andha andha means a blind man or or blind andha heard this one punja it means palm punja means a palm I should have given meaning of these things but nonetheless I can tell you that and kanga is a com with which we set our hair right now I want to show you something else that is the I have shown you a rule which is a morphological rule where we add something to the words and they are they give a new grammatical meaning which is plurals right right now I am I am trying to show you something which happens word internally okay this rule works internal to word all right to to wind up the story of word and move to sentence I need to wind this up now remember the story of clusters what was the story of cluster two consonant sounds will form a cluster in which way one will lose the first one will lose its vowel quality and then form the cluster true now if we apply the same thing to the clusters where a nasal sound is a part of part of the clusters okay the first consonant happens to be a nasal sound are you with me first consonant happens to be a nasal sound then how does it work if you see the first one what's the what's the sound which is following the nasal which is what's the place of articulation of this back of course which one vealum right the next one ja what's the what's the place of articulation for that palette right the next one is duh duh it's a retroflex sound right in our language it's a retroflex and then the next one duh a dental right and the next one is ba which is bilabial do you see the example of all the five of five places of articulation in these words now in each of these words the first sound is a nasal that is in each of these clusters the first consonant of that cluster is a nasal sound right right now the way it works is if the following consonant is a labial then the nasal is also labial if the following consonant is dental then the nasal is also dental okay if the following consonant is a retroflex one the nasal is also retroflex if the following consonant is palatal the nasal is palatal and if the following consonant is velar then the nasal is velar so in a word like kangha right kangha do you hear a nasal sound where do you hear this nasal sound right before ga right now what if if we need to talk about it what which type of nasal is this right this is this can only be a velar nasal and how do we know that this is a velar nasal because the following sound is a velar one in the second one it can only be palatal nasal because the following sound is palatal and likewise in all of them now besides being little bit fancy and interesting what does this tell us that if we if there are two sounds forming cluster and the first one is nasal right that nasal and the following consonant must share same place of articulation a nasal from a different place of articulation and the following consonant from a different place of articulation will not be allowed okay which means in a word like let's say Mumbai in a word like Mumbai we have ma and ba this consonant is a nasal and it must only be bilabial nasal in other words a dental nasal na and ba this is not going to be a warranted sequence in a word okay this is not going to be a warranted sequence in a word are you with me are you do you follow this thing then the nasal sound must match I am using non-term non-technical term the the technical term for this is assimilation that is these two sounds assimilate each other's quality this because this is bilabial this must be bilabial and not anything else therefore not warranted see this thing no the examples that you see on screen these examples are from which language Hindi right however this rule is not a specific to Hindi what's the rule the rule is when we talk about a nasal sound and its following consonant they must come from same place of articulation right this rule is not a specific to Hindi alone all right now I can give you some examples from English right if I give you a word you I want you to write that word let's say the word is possible okay possible and patient only only two words right I want you to negate this what's the negative of this these two words impossible and impatient right did you write both right next to one next to each other now one more example consistent consistent must have heard this word before consistent English word the negative is I want to hear the word now how do you write that let me let me first go to the writing how do you write that you can only tell me the first part I am do you write I am find out in the previous one we just saw it was I am in the following one it becomes I am right why is this I am in the previous one because the per sound is labial the if the negative is coming before that that must be a labial nasal which is ma we cannot say impossible okay we cannot say that we cannot say impatient we have to say impatient rather we can put the same thing in the following way it's really not it's really not a point that how we say that this is how it is said this is how it becomes because the following if the following one is a labial it's easier to have the previous nasal also as labial one moment before I come to you now the second example that I have given you which type of nasal is that you have written them as I am right and then only you write something consistent right now what's the sound the sound is which is a wheeler wheeler sound the nasal must be a wheeler nasal so it's it's not really inconsistent it sounds different or it is supposed to sound different it is inconsistent where the nasal is a wheeler nasal see that and and you can find tons of examples in English or in other languages which is going to follow this rule now this was just an just a language internal rule the other one that I showed you is which is sorry this was word internal the other was applying at the word boundary what is that present it's unpleasant well that then it's a different thing the see we are you are you are absolutely right let me first say that now why am I saying that's a different thing is I am saying the following if it must be nasal then it has to be this way okay now an is a different kind of prefix which now then for to understand that we need to look at negative prefixes in English and there then we will be looking at language specific rules of English right which will fall in a different domain now I am not taking a shortcut I am not trying to avoid their thing I am only trying to show you that there are some rules which may not be which may not be part of principle this assimilation of nasals is a principle which works across language right so so we are we are looking at word internal and things at word boundary we are looking at rules that may not may not really change the meaning of a word if we are looking at Hindi and we have looked at some Hindi examples where some addition to the word changes the meaning of the words but these are the rules which help us understand structure of words right likewise we are going to see tomorrow rules that are going to be underlying but significant information of sentences okay and then we will come to once we understand such rules from sentences with that we will conclude the story of sounds words and sentences and then I will take you to see more more generic principles of language that apply across the board okay thank you


He left, but Vikram, you can answer, does the creativity suffering, is creativity suffering because of too much of emphasis on data, programmatic advertising and performance marketing, where in two seconds add, two second view is counted as an ad. So if you have to show something in two seconds or six seconds, then I do not know what creativity we're talking about. This fellow industry peer distinguished guest out here, colleagues, a very warm good evening to you. I have been voicing about this since last one month. I spoke also on this subject in DNPA, those of you attended it, please pardon me for this. I can say it clearly, it is one of those days where it is not easy to read the room. While we are here to emphasize various truth about the current media landscape, let me start by saying that first of all what Sam said, what Mr. Kosla said, that television is here to stay, where in the world you'll get in $3, 300 channels to watch every single month, right? And India which has still media dark areas where people are still growing, what Piyush Gold told me once that once electricity is supplied in a household to supply for the pumping for the water for agricultural areas. The first thing that they do, they buy a TV set and they put a plug for the pumping, but instead of putting the pump there, they first buy a TV set and put in there. Now the same guys are buying connected devices which we are going to talk about in this. So television is here going to stay and its impact will remain unparalleled. And how it is going to be, we'll talk about it. In the big tech world of gamma, which we famously call Google, Apple, Meta and Amazon, TV still controls more mind than what digital world may have, and digital world which has so many platforms is, and as the digital world is finding to its own peril, the story teller of the future is going to be increasingly platform agnostic. If one platform loses its relevance, there is another one out there, which is why it is important to remember that though the internet connects with staggering about 510 million plus viewers monthly, television is still about 843 million as per the comm score. TV is right now is generating a colossal about 1.5 billion impressions annually and a stand stall. I am deliberately not quoting Vikram Bach's figure. It is still comm score. The digital realm has such a irresistible allure that I agree with this that digital presence is no longer a luxury but a necessity for most brands. However, the established brands digital serves as a supplementary tool rather than a game changer. If I, and it came out in Sam's presentation also that at the forefront of the television advertising today, industry titans like Rekit, HUL, PNG, Godrej Koch, Colgate, Wipro, Reliance, and Nation Pants reign supreme. While they explore the digital sphere, their commitment to television remains unwavering. A few brands even today and us in news business work on those brands a lot. Consider TV as the only lifeline remaining which is conspicuously absent in the digital era. Winnie cosmetics, for example, agro tech foods, Sona Biscuits, Raja Udyogh, these Indian companies when they start advertising and our team in news companies go out to smaller towns and cities and talk to these manufacturers and bring them into advertising fold. Sam, if you remember me and you worked together with Fikki to educate the value of advertising in small towns and we must have brought more than 200 clients into advertising fold during those campaigns in three months. So talking about brands cast your mind back to late 90s and early 2000 when whirlpool actually surged ahead, overshadowing stalwarts like Godrej just through their thunderous presence on the TV screens. Patanjali, all of us admit that is a brand built largely over TV. Largely what? It was only on TV for many years before they ventured into anything else. There are numerous brands which we, you know, you may know because of TV it must be flat out honest. They say Saria category or the building material category what we call is largely built by television. In fact, one Saria clients start advertising and other Saria clients join in and you'll find a lot of these Saria clients buying laptops, branding to advance to everything on television channel. To reaffirm my point with the growth of digital TV is still the most affordable source of media and it is grossly enterprise. The reach is of course spans symmetrical and for brands and advertising budget for TV still highly valued proposition. It is as per the last pitch medicine advertising report which sam you presented. Traditional media index share was about 62% in 2022 and absolute terms grew over by 14%. TV still was supreme. 2023 also mentioned split of traditional of digital index was 55,000 crore to 34,000 crore. So what is causing this disruption in the whole business of creativity what Balki also talked about? Due to COVID pandemic significant transformation has happened in our industry transition from traditional platform to digital media and you may say that the news viewership is digressing or moving to YouTube or meta or any other platform but we all know that they are still consuming the content in the video format which is produced on TV and sam it is for us to discuss which also Balki slightly mentioned it but he was because he was I think he was very angry with the way the creativity is so he could not emphasize on that point but look at it what is happening in our system what are we calling digital? A mode of signal delivery to the same content. So today let's assume that on an average our TV news channels delivering 50 to 60 million through traditional cable network about 20 million of them are watching on connected devices whether through YouTube their own connect apps or etc. So the emergence of ctv and other ways of consuming content have only brought a new set of on-demand audience and we say fresh eyeballs are now watching TV content be it YouTube, meta or through connected TV. Initially for TV business and this is a this is a very important point for advertisers, advertising agencies and us that for you know hundreds of years Sam the system was a very close-knit system. We produced content. We went to advertising agencies to sell space between the two content break to sell ads and looking at the platform, creative companies designed ads which Balki also spoke about and then we inserted into that platform whether it is an IPL whether it is a news channel or a documentary program people used to wait for the world this week or the program until he last anchored. There was a symbolic relationship between the client agency and publisher. It was a close group. An agency plays a very important role in bridging this gap between content creators and brands. As I said the ecosystem of publisher, advertiser and client was a close loop. So for example even newspaper business, when the newspaper was produced it was put on a cart which used to deliver to the delivery boy which was your employee. That delivery boy finally gave it to a hawker which used to work for you and deliver it at your home. What in your famous lecture on Subhash Gosal Memorial lecture what Arun Puri pointed out that print is the only business where it continues to get distributed even if someone is not consuming. But it was a close-knit system and that is how the advertising delivery happened. Advent of digital era has disrupted all of this. The power of distribution has gone out of the hand of the media owners. And that is not the only problem for media owners. It is reflecting in your ad-ex report and decline in advertising, decline in the creativity and et cetera. In a nutshell if a brand walked up to me today to an agency and just asked me where they want to place the product on our network and I could manage the supply to assure the client that where exactly ads are placed. The client knows that which kind of audience it is reaching. Agency knows what kind of audience it is reaching. It can observe it physically by watching it. Today if you place an ad and I can share an example with you of our own campaign. It is human nature that what you don't consume yourself it is very difficult to assume others are enjoying it. At AVP network like all media companies in your list there are media companies who are on top advertising categories in top 50 or top 20. We also advertise a lot. And once we decided that we will only take met a platform for advertising and we spent tons of money for that. I have my colleagues sitting here who are a party to it and we targeted a group of people advertising community between the age group of 25 to 40 largely working in multinational and I wanted three times that had to be seen. Our agency India's largest media company they said that you have reached five times job is done. After which we went for a presentation to a big beverage client in Gurgaon and we targeted Gurgaon. And the first slide my colleague had put that ad and one of my other colleagues said why you're putting this ad in the first place because they must have seen it. Let's move to the second slide once they come. I said I bet upon you and I put a bet on that. I said 50,000 rupees. The other person said no it's 10,000. I said okay. Three people walked in. All three of you are well known to most of us and they said what is this ad about? And I asked them are you not on Facebook? They said yeah. Did not you see this ad? I said no. And that is the difference between placing an ad on television and digital. We have a very large digital business which I'm coming to that and how it can we can help this work. Currently the predominant digital platforms are overshadowing the traditional disruption channel with a significant shift of power towards the big tech companies. Distribution mechanism have become more complex and advertising serving technologies has undergone substantial changes resulting into what we call the degree of chaos in the industry. Creativity which Balki spoke about a cornerstone of media has suffered and we all realize this. As clients have expressed dissatisfaction with the current digital scenario. Advertisers whose primary goal is to create demand for its users. Find themselves grappling with the new challenges presented by the digital landscape. As a publisher we don't control our own inventory today because that power has been taken away from us by the big tech. They decide that what you are going to watch and I'll give you another interesting data. Fiki data, government of India data is showing that digital consumption in India is going up, right? People are consuming more and more content on digital and I'm seeing him here. He's going to present it next. The e-commerce has gone up. The use of e-rupee has gone up. E-money has gone up. Digital penetration has gone up. Mobile penetration has gone up. But what they are showing is that the media consumption through the traditional media owners have declined. How is that possible? So as a publisher, because we don't control our own inventory, they own both the supply side and demand side, I am not in a position to tell you with all honesty that I can provide the demography and the geography that you are asking for. So can we reverse this funnel? There is a growing realization that power needs to be reclaimed from the big tech companies. There must be an advocacy for shift through regulatory mechanism and the aim is to restore the balance in the news industry. Let us look at the duopoly of Google and Meta in the current Indian market. As per the com score, the news information space is also increased by Meta and Google with at least 90% or more penetration in the total internet audience. They are supposed to have some overarching users and some share of revenue through different boundaries to overlap. But if you look at the profit and loss statement and revenues of Google, it would be outbidding all of us combined. There should be a call to reverse this funnel because there is no incentive for media owners to produce content which is engaging. I do not know how we are going to create an environment for a healthy advertising. In a recently released DNY report at DNPA Conclave, it highlighted that digital media is generating advertising revenue totaling to about 40,000, 41,000 crore in India. However, news generating companies received a 4% share out of this. I do not have the data right now, but I can safely tell you about 70%, 65% to 70% of the consumption on Google and Meta has happened because of news items. It is just about 1,500 crore for my digital news publisher association out of that 41,000 crore. DNY also reports that 44% of the revenue of digital publisher is also located towards customer acquisition and technology development. So what is happening now is that that because they arrive at an algorithm to reach to a certain consumer, you change your backend at the publishing side to reach to those consumers. By the time you have invested, gone to the market, and slowly starts getting advertising, they change the algorithm. And they say now you work on this new algorithm because this is what will take us to the new set of audience. Basically what we have done, we have expanded our operation, entering the digital sphere, and the cost of expansion was thrown on the media owners. The inventories are created through our digital content, again coming at our expenses, and we also spend a lot to acquire new users through these intermediaries, what is called the Big Tech. Now when the turn is to get a sizable share of the revenue generated, which has been riding on our back all this time, we get only a small portion. And I do not know how many of us know this, but a hundred rupees spent by an advertiser on digital medium, less than 20 rupees comes to a publisher. The medium has just reversed. For hundreds of years that money was 80 rupees, my friends and GEO are trying to turn it around, and I hope they are able to do it sooner than later. But this is the major issue today in the industry. What incentive a publisher has got to create content suitable for your advertising in a digital environment? When out of 100 rupees client is spending, we are only getting 20, and earlier we were getting 80. So that is why I am proposing that let us go back to our original ways. For TV or digital, if you want anything to be delivered to any kind of audience, let's deal directly. We can create those environments for you. What you call will deliver as media owners, publishers across the country. Instead of approaching big tech for buying programmatic advertising or performance marketing, if you reach to the publisher, they can actually guarantee you saying that this is the audience. I will show it to you. So seamlessly through newspaper, television, and on the same platform on digital, you know that this is where you are consuming. And Sam, I will also use this platform to tell it to our publishing partners. What has happened is that I was delivering news in a particular house through hawker, through cable, right? When big tech came, they said, look, this is already delivering already. I am going to a new environment. I am reaching out to the new set of consumer, and hence you come and start curating content for them. Instead of looking at it in the same household, while the elderly are watching television and reading newspapers, the youngsters are not doing so. So instead of reaching to them, they started expanding the market and reaching out to more number of people by creating content, saying that it's for the young age. There is no creativity which is not like the cross-age group. And there is no news item which is not relevant across-age group. It is only created by mindless algorithms that companies are marketing and selling these. I mean, if watching two seconds for an ad is counted as an ad watched, while on television we are saying one minute watch is an ad watch, then what kind of creativity difference that we are talking about in the market will never be able to solve this problem. And that is why it is very important that we reach out to the publisher, the advertising agency client and publisher should work together and say that, look, we will create this environment to reach out to a amount of audience and that will use the Big Tech. We are not saying that we will not use the Big Tech. We will use the same Big Tech to reach to our audience in the same household where we are delivering television and newspaper. And that is why, and if this does not change, this change is not done by the Big Tech itself by giving us 80% of our money, then what Union Minister and Rakh Thakur just said the other day that if they want to play the role of a god-like, then we are going to act. Union Minister of State for Electronics and Information Technology, Rajiv Chandrasekarji said that there is an asymmetry between the digital news publisher and the Big Tech platforms over revenue sharing model. And he said that if you don't solve this problem sooner, we will act. So it is not the first time that the Big Tech and publisher will go out for an all-out battle. It has already happened in Australia, Canada, France and European Union. And we have taken initiative through our own legislative procedure to act on it. Australia's head-on collision against tech giants over the news media bargaining code is something to be very closely looked at. And it's very interesting. When they went ahead, Australia faced a threat from Google and Facebook including the potential loss of access to the Google search engine. Facebook in February 2021 wiped news links from their platform, causing 13% drop in traffic to the news websites in Australia. By the way, something on a similar scale is already happening in India. All my industry friends are here can attest it that instant articles a glorified feature by Facebook for publisher is now a thing of the past. Around 90% of the news links just do not get traction in the Indian market on Facebook handles. It is what Mr. Miller called the post-work America's consumption model of planned adolescence. Back in Australia, even some within the industry argued that bargaining code was aimed to subsidize the media's struggle with online competition for advertising. Bloomberg in Opet wrote that there is a misdiagnosis of journalism's business model. However, we have outcome from Australia in front of us and Google and Facebook eventually paid up and struck deals with the news organization. We are right now also talking to regulators here to make this model viable. Both for digital and TV, I am urging all publishers and bodies to be united for advertisers and clients. And my request to them is that you let's work together. Three of us can still create those creativity, good content, and reach, call it a war if you will, but it will be a civilized war. But for us, three of us has to come together. Remember that Big Tech is focused on grabbing the attention of and engaging with consumers where the TV and traditional media is oriented towards accuracy and independence. Let us not throw that out. Everything good about the analog world is a race to or for a digital utopia. Let's save journalism, let's save the media, and let's save the creativity. Thank you very much.


The 325th Infantry Regiment was activated on August 5, 1917 at Camp Gordon, Georgia, as part of the 82nd Infantry Division All-Americans. The regiment was the first element of the division to come into contact with enemy forces in World War I. The 325th was ordered back to active military service on March 25, 1942. They reorganized as the 325th Glider Infantry Regiment, 82nd Airborne Division. The Falcons saw their first action of World War II in Sicily on September 16, 1943. They landed in Normandy on D-Day. On June 9, 1944, Private First Class Charles de Glopper of Sea Company, 325th Glider Infantry Regiment, won the Medal of Honor for his actions. Following the success in France, the Falcon Brigade participated in Operation Market Garden and the Battle of the Bulge. The regiment occupied Berlin until the end of World War II. In May of 1965, Falcon Brigade participated in Operation Powerpack in the Dominican Republic to establish a corridor to safely evacuate civilians. Later, the mission was that of peacekeeping and civil relief. October 1983, the 325th spearheaded the All-American Division's assault of Grenada to rescue 138 American students that were trapped amidst a coup that threatened the stability of neighboring Caribbean islands. December of 1989, 4th Battalion of the 325th conducted a parachute assault into the Republic of Panama as part of Operation Just Cause. The Golden Falcons assaulted critical objectives to assist U.S. forces to re-establish the legitimate democratic government of Panama. Second Brigade was one of the first units to deploy to Saudi Arabia in August 1990 as part of Operation Desert Shield. Their actions were paramount in the liberation of Kuwait. December of 2004, the 2nd and 3rd Battalions of 325th were alerted and deployed to Iraq to conduct combat operations and assist in their first free elections. In July of 2005, 1st of the 325 deployed to Afghanistan and the Falcon Brigade went on numerous combat operations to destroy insurgent forces. January 12, 2010, a massive earthquake devastated the country of Haiti. Second Brigade was called to deploy humanitarian aid to the over 2 million Haitians left without homes. Second Brigade has consistently deployed to Iraq, Afghanistan, and Syria and successfully repelled the insurgent forces in their area of operations. Today, our mission is to within 18 hours of notification, strategically deploy, conduct forceable entry parachute assaults, and secure key objectives for follow-on military operations in support of U.S. national interests. We stand ready to deploy anywhere in the world to fight and win.


Welcome to the grid zero dot to release party part of the one of the major hyper ledger projects dedicated to supply chain solutions built on a distributed ledger. My name is Jack Pichniewski. I'm part of the grid team leading our community development and for the next 42 minutes. I and other members of the grid team will be hosting you on this release party. Very simple agenda for the next 42 minutes. Once I'm done with this little intro, I will turn it over to David Checkie, one of the key sponsors and thought leaders for the grid project. He's going to briefly explain the vision and the philosophy behind the overall digital supply chain platform and the hyper ledger grid project specifically. Once he's done with that, we're going to give the lion share of the time for this 40 minute session to Shannon T lander and myself and we're going to be doing a demo of the features that we've released as part of grid zero dot to. So right before I turn it over to David Checkie. I just want to note as a reminder that this is a public meeting by which I mean it is not affiliated with any specific company or business so we will not be discussing business interests during this session. This session is focused on the hyper ledger grid project and open source project for building integrated supply chain solutions on a distributed ledger that will be the focus of our time today. We're really glad that you all have taken some time out of your days to join. And with that, David Checkie the floor is yours. Jack, great, great kickoff and awesome music selections to ease us into what is truly a great milestone for the team and community, working on grid, couldn't be happier to be here to talk to this entire audience about where we're at with grid zero dot to release and to get into a demo. Let's just talk briefly I know what Jack even said brief on the slide here I will say I'm like personally I'm very excited about what we're doing with grid and I can talk at length about it and I will do my best to keep it brief again I'm Dave Checkie. I really try to guide the vision and strategy for grid as a product and evolution but that is a community effort and it is we're going to talk about how it's open open source, open governance and open standards as we get into this a little bit. I think Jack is driving here I'm going to have him go ahead and run on advanced right so just to set the stage, a little bit, really seeking to integrate our supply chains in digital ways. Looking at technology as an enabler to establish more effective supply chain connectivity is something that many, many organizations are doing, and many software products are seeking to to help enable this is a vision that I think is widely recognized and has been for some time as super opportunistic. With hyper ledger grid we're really seeking to do that in deliberate ways, taking advantage of modern technology and modern, modern platforms. We'll go ahead to the next next slide is well I want to set the stage a little bit more that this is a hyper ledger project. For those of you not familiar with hyper ledger hyper ledger is a Linux foundation. Umbrella project that is a great home, both in this picture metaphorically but also as a community for enterprise centric and or just general blockchain or distributed ledger based solutions. Hyper ledger grid you can see in this picture is aligned with a domain domain specific capabilities in particular around enabling supply chain integration in this in this family. So a little bit more background on grid then on the next slide here that's setting the stage as part of hyper ledger in the hyper ledger foundation so really what is grid grid is a platform for building supply chain solutions. Many of us talk a lot about the value of common process data and technology aligning those types of anchoring values across supply chains can drive meaningful efficiencies value and business outcomes. Different trading partners working with different data or working in different ways with different processes or using different types of technologies are the reality of our supply chains every day. And they create friction and unnecessary effort and costs. Doing things like reconciling invoices or or keeping aligned data about the products that we are exchanging in a supply chain. Are just exact common examples of the types of custom integration that we put up with in our in our supply chains in order to just operate and execute internally in many organizations we've sought to optimize, but we don't talk a lot about how to optimize process data and technology across our industries. Hyper ledger grid seeks to provide a platform and a framework for implementing common process data technology solutions across supply chains. We've anchored hyper ledger grid to existing industry standards. So we're not reinventing process data and technology. We are we are evolving and we are implementing in new ways. So as example of that is what we're seeing today with zero dot two's release is about establishing some common core data concepts in particular product data. Product data has a very well managed and governed set of standards in particular with GS one. GS one and G 10 and serializable G 10's and other dimensions of product data exists in our industries and and are obvious ways that we could start to seek alignment for collaboratively sharing and managing those important data assets. Other examples include GS one standards like GLN how we define locations in our supply chains really building out these core concepts location product customer kind of the essence of most business transactions. So we anchor those things to industry standards. In addition hyper ledger grid of course being a hyper ledger provides open source flexibility. This is not a a vendor solution. This is an open source project that is it is driven by the community. The team that's here has worked across organizations to deliver zero dot two and has been a great collaborative community effort and we welcome other contributions be they be they subject matter expertise ideas or technical contributions as well. Fundamentally we just we see grid as open standards open governance open source implementations of common process data and technology. It's a really really powerful set of capabilities. All right let's talk about the roadmap quickly and then we'll get into the demo. So where we at our short term focus is really anchored on like I talked about those big nouns pricing. I'm sorry pricing data location data product data some core workflow capabilities and we're already building purchasing and purchase order capabilities. You can see in that first bullet on the left side in the core that we're working that we just released zero dot two. That's why we're here in July and that we are already underway on zero dot three focusing on purchasing. Looking out you can imagine where we're going with the roadmap but we also spelled more of it out here things about thinking about quality specification. How do we collaborate more effectively on our product specifications in a supply chain. How do we resolve disputes more effectively and efficiently across parties. How do we handle invoicing and payment or evolve into more supplier managed purchasing or customer driven forecasting solutions getting into product catalogs and bill of lading. These are things that we in a supply chain collaborate on all the time today. We just think there are more effective digital ways to do this really driving a virtually vertically integrated orientation. Longer term features like integrated forecasting and planning really digging deeper into traceability and product journey is are all things that we think and talk a lot about. We're really tying the features to what we see users of this environment getting value out of. It's not necessarily purely aspirational. It's practical in the features that we're building. So again today we're here to celebrate to learn more and to talk about the grid zero dot two release and with that in particular about how we're managing product. Let's get to the demo. Right. Thank you. Thank you. Thank you. Are you able to hear me testing. Yes, just yes. Thank you very much. Thank you very much. All right. So for this next section which is going to take the rest of the time. Shannon T lander is joining me to do this demo Shannon. Are you able to share your screen. Yes, I certainly can. Thank you. Folks Shannon is also a key member of our team engineer extraordinaire manages project as well. Thank you Shannon I can see your screen. If if you can see Shannon screen please either say yes in the chat window thumbs up emoji you know whatever whatever your speed is. All right I'm getting some yeses getting some thumbs up cool we're going to go. So what are you looking at. We thought the best and most effective way to demo the grid zero dot two features was actually to simulate you know how they might work in concert for you know a real use case. And so the way we're going to play this out is you've got two organizations alpha and beta. Shannon is playing the part of alpha alpha is the orange box in the top right that will represent where alpha is interacting on grid and making commands. Alpha is a supplier. Alpha supplies many different types of products including absolutely delicious steaks with lots of marbling to many different customers. One of those customers is beta and I will be playing the beta organization. You can see beta in the white box in the bottom right and I'm a customer who I buy delicious steaks and many other things from alpha and I also buy lots of products from lots of other suppliers. So you know why are alpha and I and I talking here about grid well you know some of the challenges that I as a as a customer with many different suppliers have had have included. First of all very disparate experiences in having to log into many different supplier portals to interact and engage with those suppliers up to an including multiple different portals for a single supplier. In addition to that it's not just you know how we interact from a portal perspective but also when it actually comes to the information that we need to exchange to do business. It comes in many different forms many different manners and that's proved a challenge as well for me as a customer when it comes to reconciling all these different products that I'm buying across all these suppliers. And so in this simulation Shannon is the alpha organization is going to guide me beta through how we can to start with level set on the products that we share between each other using grid and specifically the zero dot two features. So then to help all of us here with seeing that come to life you'll see in the top left is kind of Archie cheat for the different commands and technical steps that will be running through. If you are someone who likes to see well what's the actual you know command line or code that we're running through it's all there for you to look at as we're going. And then in the bottom left are the specific features that we're going to be demoing in order so that as we're going through this you can track where we are in our journey. Our ultimate goal is that I as beta can see the products that I'm buying from alpha and they're able to supply the products and I'm able to make changes to those products to reflect how I want them to look. So with that we're going to get started. The first thing that alpha and beta need to do in order to transact on the grid distributed ledger is set up something called a splinter circuit Shannon. Yeah, so I am going to propose as the alpha organization that we create a splinter circuit and so what this is going to do is this is going to allow our organizations to privately communicate on the splinter network. And if in the future we want to add more trade partners. We can bring them into this splinter network and create different circuits with those people or with those organizations but this circuit that we're creating is just private between our two organizations. So first off I as the alpha organization, I'm going to propose that we create a splinter circuit. And so now it is up to the beta organization, they can see that circuit that I've just proposed for them. And if we go into the alpha organization, we should also be able to see that same circuit proposal that was submitted.  As the beta organization, I totally accept your proposal for a circuit, let's do business. Cool. All right, so now we should be able to see that circuit that we just created from both of our organizations. And so now, now that we have a grid circuit running, we will be able to perform grid transactions. Super great. So what types of transactions are we able to perform on the circuit that we have. Yeah, so we can check that out by looking at the preloaded smart contracts that grid offers. So I'm just going to quickly go into my splinter service CLI and I'm going to specify the circuit that my alpha organization is running just to tell it exactly which circuit I'm on. So now I can list all of the contracts that are available on that circuit that we just created so you can see that grid service ID is being used. And so we can see these are all of the smart contracts that are loaded onto our circuit. And so we can perform transactions that are defined by these smart contracts. Super great. So if I'm reading this correctly, the smart contracts on our private circuit between alpha and beta include location data. We'll get to pike later. We can do purchase orders. We can exchange product and schema information. Am I am I reading that correctly Shannon. Yeah, exactly. That's exactly right. So the schema smart contract. It enables us to define reusable and kind of standard product properties that we are transacting within grid. And then product enables us to share that GS one compatible product data in grid based on the GS one compatible schemas that we create. And then grid location offers an ability to share location master data between all the trade partners purchase order as you would assume has purchase order specific functionality and then grid pike. The final one is allows for permissioning across grid so you can allow certain agents and organizations to do specific tasks. Super great. Yeah. And if I just so I understand before we move on to milestone three. As our relationship is alpha and beta organizations evolve. We could add additional smart contracts to this circuit and that would be independent of any other circuits we have either of us with other organizations. Is that correct. Yes, that's exactly right. So grid zero dot to just allows these initial smart contracts to be loaded on to any grid circuit, but any changes that we want to make or additional smart contracts that we want to add to the circuit can definitely be added in the future. Okay, so now that we've created the circuit and we've seen our smart contracts. We have two additional pieces of setup to do before we start transacting on product. Right. Yes. So now that we have our splinter circuit set up between our organizations. We are going to make an organization. A grid representation of our organization so we're going to create a grid pike organization to represent both the alpha organization and the beta organization from our separate nodes here. So I'm going to go ahead and once again notify the my grid instance what circuit we are using. And so this tells it where to create that organization. And so I will create my alpha org. And go into the data is terminal and also create the data organization. Now after I create both of these organizations. We are able to view those organizations from both of these nodes, because we created these organizations on the same circuit. So if I call grid organization list I should be able to see both the alpha and the beta organization. And then, like I said before this is viewable from both nodes so both nodes can see the organizations that are created in the circuit. Super great super great so you just showed us also that from alpha and betas point of view in these two different command lines that we've got here orange and white. We're going to name a state of the data. Exactly. Right on, right on. So now that we've got these organizations there's one more step if I remember correctly before we start transacting. Yes. So now that we have our grid organization setup. We need to set the permission so that we can actually perform some grid transactions. So what I'm going to do so as the alpha organization, since I'm the one creating the products, I'm going to create a role called product owner. And so this will give me the ability to create schemas and products and delete them and update them. Basically, pretty inclusive permissions for dealing with products within grid. So now I've created that role for my. I've created that role for my organization. We can see now that the product owner role is added for my organization. So now I'm going to assign that role that I just created product owner to my agent. And so my agent is tied to my public key that I have so you'll see that it's pulling in my alpha agents, public key that I have stored. And now this agent is able to perform all of the transactions that are protected by these permissions. So specific schema permissions like can create can update. And then certain product permissions like can create can update and can delete product. And I think that important takeaway here too is that with these pike roles and these pike organizations, we can define all sorts of different relationships between participants on a circuit. In this particular case, right alpha being the supplier absolutely needs the capability to create products upload data about products and perhaps it wouldn't make as much sense in this particular relationship for beta. To have the ability to create products given that they're buying them, but they're not necessarily creating them. However, right in different relationships with different organizations. We can get very granular and specific in honoring the many different and diverse complex relationships between participants in a supply chain. And now that we've got you know all the all the infrastructure in our relationship setup within the grid ecosystem, like, we're here to we're here to look at some products right Shannon, can you create a product that you sell to me. Yeah, of course so I'm going to first create the schema for my GS one product. And so this basically just tells grid the kind of the format of this product that it's expecting. So it validates it. It validates the product that I create based on that schema that I just submitted. And as you can see, this is a GS one product that I'm creating. And so now I can go ahead and run that submission. And if I go ahead and list the products, we should be able to see that product that I just created. And once again, if we go over to the beta organization, you should also be able to see a product that I just created Jack. I would love to see it. Let's see it in the command line and then is there another way I can look at it to. Yes, of course there is. So we have a little UI for our product management and so I'm just signed in as an alpha agent. So what this allows us to do is see all of the products that I have access to across all of the different circuits that I am also a part of. And so I believe if I read. All right, and so we can see that that is the circuit that I created just a bit ago. And so if I go ahead and switch over to that circuit. We can see my test regulated product name product that I just created for you Jack is that is that what you expected. I mean, I definitely am glad to see that there's a product there. I will say that test regulated product name is not what what beta calls what we buy from alpha, you know we call it steak. Is there a way that can we update this so that it looks like what I'm buying from you. Yeah, so I think if you want to make those updates I as the alpha organization and go I'm going to go ahead and give you the permission to run that transaction yourself to make the updates to the product okay. I like that. Yeah, I can just do it myself that sounds great. Exactly. So I'm going to create an a role called beta product owner. Within my alpha organization. And so we can see that this role only has the can update product permission. So that means that an agent with this permission would not be able to create or delete a product they would not be able to create a product. And so now that I have created that role within the alpha organization, the beta organization can update the beta agent with that role. And so now, I believe you should be able to update that product Jack. I'm ready. I'm ready. All right. So we're uploading some fresh XML here. Let's see if that actually caused. All right, I think that was just a little bit of an error from the response, but I think that we should be able to see our stake. So here is the updated product. Jack. I'm looking. Ah, yeah, that's right. That's what that's what I buy that makes a lot of sense. All right. I think we just got a little bit of an invalid response there from the splinter Damon it looks like but the transaction went through and I can tell that because I just looked at my logs. And I can see that the grid Damon inserted one product which means that product was in fact updated. Just a little issue there with the response but there you go you see that you now have a specified what exactly this product is and the image. Right on. So, folks, that was that was the whole demo to recap real quick, we just showed. We had six different features within grid zero dot to we created that splinter circuit. We looked at the smart contracts that we had available within it. We set up our organizations within that circuit and defined what each of us was going to be able to do to reflect our relationship as alpha and beta. And then the product whose data aligned with open and industry standards that were enforced on entry into the system. And then we gave the customer in this case the ability to update the data around that product to better reflect what was meaningful information for the customer. The takeaways that I want to add from this demo for y'all to think about one. Even with the capabilities and grid zero dot to it's zero dot to it's early days right we have a long journey ahead of us as you as you saw with the roadmap but there's already a lot of power here to honor and represent the complex and individual relationships of participants throughout the supply chain from all the way to consumer facing whether retail or what have you. Second of all, what we did here with creating and updating some product data. Imagine extending that to other activities within the supply chain, take purchase order for an example. What if I as the bait organization want to delegate to my suppliers to log purchase orders on my behalf to cut out costs and complexity and how I do business with them. That's possible with these feature sets that you saw here. Third, the way that you saw the technology actually working right most of it was in the command line. We also very briefly demoed a simple user interface for grid. What I want to emphasize is that the way that we're building this platform. It is open and flexible for multiple ways for organizations to use and participate in this ecosystem. What do I mean by that. Well, the command line demonstration that we were showing, you know, you don't need a user interface if you're engaged in fully automated or autonomous transactions between businesses or organizations. We hypothesize that there's many cases where the grid ecosystem could be used to actually automate portions of relationships between supply chain participants. And in that case, you don't need a user interface. In circumstances where you do, like we demoed, we do have a simple one that a makes it easy for, you know, a supply chain planner or what have you right to navigate not just from one specific relationship of a supplier but actually from all of the different circuits that might be active in an organization. And also to within each of those circuits see what are all the different smart contracts things that I can do. What is the state of my relationship with this other person in the supply chain. Third, we aren't limited, excuse me, to that specific user interface as checkie noted in the chat. There are many circumstances and we imagine that many of the early adopters especially will be more interested in actually integrating the grid distributed ledger with existing interfaces that they have through ERP systems and other data management systems that are already being used in their organization. And that's absolutely possible as well. So, you know, to put it very simply, right, the grid distributed ledger can meet organizations where they are. With that, that's all we had to demo. We have 10 minutes left here in this release party. And we're going to open it up for if anyone has questions or comments, we have multiple members of the grid project team here to take your questions. There is no such thing as a dumb question wherever you're coming, whatever walk of life, we're happy to respond. If you want to unmute yourself and raise a question, go for it. If you want to type it in the chat window, I will look at that and moderate those as well. The floor is open. Thank you, Jack. Another here awesome demo. If somebody want to onboard on the technical side of contributing to this grid. What is the scripting language the person should know or what technical details the person should know to contribute? Yeah, it's a great question. And I know the like the, I think the whole engineering team from the community is probably on the call. Like there's a couple ways to just get involved quickly and hyper ledger has public chat rooms, the rocket chat based rooms that are a great way to reach out and learn more about specifically about the technology. Grid itself is written primarily in Rust. If you're looking to do core code contributions. A lot of it is the smart contracts are written in Rust. But there is also plenty of other things that can be engineered around grid, in particular the integration layer and some other things that would benefit from other types of skill sets as well. So again, like reaching out and engaging with the engineering community, the team that's building the code side of grid. Through that rocket chat channel is a great way to start. Thank you. Yeah. It's a really cool demo that showcases this distributed. Collaborative management of product data. As I talked about in the beginning. That same pattern of collaborating and working together. And transacting really submitting transactions updating a product, but that same transaction could be things like. You know, issuing a purchase order or collaborating on a dispute or. You know, even other more transformative things. We can imagine shared views of inventory shared views of plans and forecasts and collaborating and really more effective digital ways across supply chains. Then turning some of that into. Yeah, go ahead. Sorry. Sorry to interrupt you, David, but we do have a question in the chat. I'll read it out. It's coming from Riju. How does the grid integrate with existing ERP and master data management systems in, for example, the cargo ecosystem with regards to purchase orders in the RP's and product master data and product syndication tools. Yeah, great question. Great offers a, a set of event driven capabilities. So when things change in grid, it can publish events so that organizations that are running grid can capture those events in like a pub sub type way for example. And distribute them. Great is also like, of course, fully API enabled. And there's a lot of different ways to integrate to and from that. Lastly, we are working on an integration framework called griddle that will further ease enterprise integration scenarios between. The business transactions and processes that are running on grid and the back office systems that businesses run today. So a lot of capabilities, again, grounded in very practical implications for running these types of distributed solutions in a modern enterprise. Next question is coming from Eric, who asks, what would you say is the main difference is with fabric, another hyper ledger project, for example, which is already used in supply chain applications. Yeah, I want to talk about like why what grid is like what we see is great about grid. Comparing and contrasting with other solutions. Maybe a different conversation. I'd point out that grid is a open source implementation of supply chain capabilities. I'll clarify that fabric for those on the phone that don't know fabric is a distributed ledger. On this demo, we used a distributed application platform named splinter grid itself is a like more of a business application. Not, not just a infrastructure thing like splinter or fabric is grid is a business application that provides supply chain capabilities in open ways based on open standards, open governance, community driven and free and open source principles.  So we really think it's important when we're building grid that it maintains that open collaborative community driven orientation. And this is Burnmore had a mall. I have a good opportunity to get a good chance to work with David and Jack. And I would just add on the grid on the first question on the earlier question from from you on the integration with existing ERPs. This is true for cargo. This is true for other and other companies as well. The key place to think of where the of where splinter of where grid lives is between companies. And so the opportunity to connect these the the in house back in systems inside a distributor or producer and and a customer is to is to remember that this grid is a form of glue. It's a form of interaction. It's a form of achieving agreement through processes between these companies. That's really the key between these companies is is the application where we see the most use. And also and that's just to build on what they were saying. And also on the question of being open open source what this means in practical terms who care you know who who what does this mean in practical terms. This means that when two partners are working together on one of those partners can turn and say to all of their other suppliers. Here's a great piece of software. There's no one charging you at the door. Find your best party to work with implementing this including your own developers and you can also be working with us. That's really the scalability the ability to to provide our sector away to drive forward is incredibly valuable and incredibly exciting to see. So thanks for thanks for let me jump in there guys. Right on right on. And with that, I think we're going to conclude the release party here. I want to thank you all for taking time out of your busy days to attend to get a little taste little show not tell about where grid is in its journey with zero dot to again if you'd like to learn more. I'm pasting into the chat window the hyper ledger grid website which includes the detailed roadmap and feature releases for zero dot one zero dot two and what's coming in zero dot three. It also includes a glossary of terms for those of you who are maybe newer to this space whether it's to how do supply chains work how does it distributed ledger work. And finally it has a links to our community spaces we have a rocket chat with direct access to the main project team in case you want to ask any questions about how the platform is built. And that's also the best way to to ask any other questions related to you know how do you want like learning more about actually using or testing out the platform within your space organization. So with that, again, thank you everyone. Have a great rest of your day. Be well be safe.  Thank you.