What's up everyone? It's your girl, Kenzie here from Leighton Sports Cards and I am ripping. We've got 2022 Panini, Donores Elite Football, Six Box, Half Case Break Number 3, random team. Here is the look at the random results. Again, you can always find these at leightonsportscards.com underneath the results tab and the link is also in chat for you. All right, best of luck everybody. Let me go ahead and case hits out of the first one. So let's see if we can get some here. Here's to see what they look like. There's three different variations, remember, for this year, for case hits. Got Skymore on the red color match of 399 Sheeps. Hope everyone's having a great day though. Thanks for tuning in, checking us out. We've got Penpals, Rookie Auto for the Browns, David Bell. David Bell for the Browns. Out of 73, we've got Evan Neal, Giants on the jersey number there. Evan Neal. What's up KJ? What's up, TikTok? Hope everyone's having a great day. This is our brand new release today, Donores Elite Football. Justin Ross, Rookie to 999 Sheeps. 13 spots left in the next half case break. $69.99 a spot. Get to your random team link and bio if you'd like to hop in. We've got a Mod Garner on Rookie on Deck. Some sauce. Some baseball cards. Again, link and bio if you'd like to join a break. Half case random team up next with spots available. Chase Young to 99. We hit a Kenny Pickett Penpals out of the very first box. Last week we hit an Aiden Hutchinson. We've got Full Throttle in the 99, Devin DuVernay. Couple Sauce Gardner autos. Nice looking cards. Still looking for the keys hit. Matt Corral out of 999 Panthers. Again, TikTok, link and bio if you'd like to check out some of our breaks. Still plenty of spots left in our breaks tonight. We've got Playmakers, Aaron Donald, ripping the brand new Donores Elite Football. It just came out today. Two autos, a box, as well as a memorabilia card. Joey B on the Spellbound to 349. Being a soccer fan, yeah. Been ripping quite a bit of soccer if you haven't hopped in any of our breaks yet. We've got, yeah, turn of the century, Sky Morda 99, Rookie for the Chiefs. This kid's got some potential with the Mahomes thrown on the ball. That's for sure. Got Tyler Alligator, 399 Falcons. Plenty of room for Personals tonight as well. Still only one in queue. Aiden Hutchinson, Rookie on Deck. Lyons, Rookie there. There are case hits, Shane. We didn't see one out of the first, out of the first case though. Oddly. Billard Parsons, Playmakers.  I like these inserts too. I think they're pretty cool. These are group breaks, Eddie. We do have Personals available. Rookie, Elitist, Isaiah Spiller, I'll have to check. I'm not sure what they're going for off the top of my head. But we're doing half case breaks. We've got three lefts. All the spots available. 69.99 is spotted to your random team. We've got Craftsman patched to 99. Jonathan Taylor for the Colts. Again, Lincoln Bio for you, TikTok. If you'd like to hop in a group break, still spots left. Drake London. There you go. Falcons, Debo, Crest Scott. Yeah, the inserts are very nice. Blank. We've got a Marvin Leo Rookie for the Steelers to 98 on the status. Steelers. What do y'all think about the game last night? And Bill Spank the Rams. I had the Bills winning, but I didn't think they were going to do it that bad. Out of 9.99, Calvin Austin, the third. Like I said before, season start. I'd love to see the Bills make it to the Super Bowl. And I think Josh Allen definitely deserves a ring. Cooper Cup High Life. That'd be cool. Von Miller on that defense, man. It's dangerous. Filler. Kyle Pitts out of 3.99 Falcons. Last Packbox one here. We've got Elite Deck, Mark Andrews, Jamil Waddle, and Brandon Cooks. That GT was numbered to what 49, I believe? 99 right here. That was to 99, that GT. So this is 2022, so you got the newer Rookie. So of course you're looking like for Pickett, Desmond Ritter, you got Aiden Hutchinson, Trayvon Walker, the number one overall, Allegra out of 3.99 Falcons. Malik Willis, I think he's going to be good. We saw an insert of him, I believe. Elite Deck, Najee Harris. Out of 9.99, almost a thousand T-Hop. No, not almost 10,000. We've got Bonito out of 9.99, Broncos. Gensiktov, Lincoln Bio, if you'd like to hop in a group rate, 69.99 a spot, get to your random team. And speaking of, how about Trayvon Walker on the Penpals Auto? There you go, Jags. Nice hit. Number one overall draft pick from the 2022 draft, Joe M. There you go, Joe. We'll mag this one for you. Very nice. Trayvon Walker. Man, speaking of the devil, scary Terry. That's funny. What's up, Jimmy? Got Russ. Nice. How about the Russell Wilson, 5 out of 10 in the Broncos uni? That's nasty. There you go, Denver. That's really cool. I think he's going to have a big year or two. Those West divisions, though. Boy, man. Both sides should be pretty good. Highlife, DHOP. Jalen Petry out of 9.99, Texans. Genspot still available in the next break, everyone. Last time we checked, there were 13 to go. Another half case random team style. Rookie on deck, Amon Gardner. You're watching on TikTok. Link is in the bio. We've got Turn of the Century. Another nice hit. Giants, where are you? Luke H with the one of one. K-Pon. My goodness. Wow. That is a big hit. Congrats again on that, Luke. We'll mag that for you. Out of 72 James Cook aspirations for the bills. Wow. Eight spots to go on the next break. Again, that breaks right after this one. Eight to go. 69.99. A spot gets you a random team. Link in bio. I don't think so, Tony. I don't think so. He asked if we're in a new junk era. Out of 3.99, Russell Wilson. I don't think so. Especially this next year as well, with the rookies coming up. Man, it's going to be a loaded class. We've got Elite Deck, Jamar Chase.  So maybe in that aspect, I can see where you're coming from, but I wouldn't consider it a junk era at all. Out of 99, Devin Lloyd for the Jags. The Thibodeaux was a one of one, yes. We've got Lambjack on the Moxie Patch. Not numbered there. Ravens. Another nice insert here, the Elitist. Tom Brady, that's in his Pat's unit. TJ Mills. Tyler Beatty out of 3.99 Ravens. And I could see why, you know, the past two years, we've had what, like four to six rookie quarterbacks as well. So not having like as many. I mean, there's still rookie quarterbacks. Don't get me wrong, but nothing compared to, yeah, rookie Elitist, Matt Corral. You know, but you don't always have to chase the rookie quarterbacks. There's still plenty of great talent coming out of this class. Super Bowl MVP on the title for Cooper Cup. That's out of 75. Rams. Yeah, Malik Willis, I think he's gonna be very good too. Rookie on deck, Desmond Ritter. I see him starting by the end of the year. Taking over for Tannenhill. What do y'all think? Derek Stingley, Jr. to 9.99, Texas. Tannenhill's good until the playoffs. Yeah, Najee Harris, playmakers, base. Box three. Yeah, I feel you, Tom. Warrant Sports has no chance. You don't think so? I don't know. I mean, that's a lot of games. By the end of the year, maybe. Wow.  Speaking of the devil, Malik Willis Penpals. There you go, Titans. Very nice. Titans, who's got them? Blake C. Very nice one there for you, Blake. We'll mag that. Six to go on the next one. Spot's coming in quick, y'all. Six to go. Number four. Ritters on the Falcons. Out of 55, we got Devon White for the box. Did I say Titans? I don't think I pulled a Ritter card recently. Elite deck of Joey B. Bangles. Again, TikTok link in bio if you would like to hop in a break out of 349 Justin Fields on the Spellbound. I'm reading. Yeah, that's a good point, Warrant. He said if they're anywhere near the hunt, then he doesn't think Willis will start. Yeah, Patrick Mahomes, Chiefs on the Alias, Camara, Kelsey, Sam Williamson, I-99 Cowboys. I did. I sure do. Rookie Aletus, Chris Olave, Mixon, Erin Jones, select 2020. We do. I don't believe we have any in stock for like Personals or anything like that. Jamar Chase out of 399, Bangles. We got 2021 in stock for Personals. I don't believe we got 2021. A woman doing this is so cringe. Well, Rookie on debt, Garrett Wilson. It's all good. You don't have to watch the live. There's X button on the top right hand of your screen. We've got Drake London to 49, Rookie for the Falcons. I guess women aren't allowed to like sports nowadays. No. I didn't realize you're still living in what, the 30s? We've got Craftsman of Antonio Gibson for Washington. Little Commanders there. Playmakers, Aaron Donald. That's packed. We've got Scary Teary to 399 Washington. All right, still, I want to see what one of these case hits look like. Again, we've got A-List, Starwatch, and WizKids. Those are the three case hits. Did not see, hold on. There was a card underneath that. We've got Elite Deck, Mark Andrews. Sorry about that. Did not see any of the case hits. The first case. Ebner out of 999 Bears. And that one-on-one auto. That was sick. Rookie Elitist, Isaiah Spiller, gave Davis that heck of a game last night. Got me almost 20 points in fantasy. I'll take it. Ooh, we've got a redemption. First redemption of the Elite. Out of 75, Justin Jefferson. All right, let's see what we got. Let's slow roll it. Where's my little thing here? Let's see. Elite. Oh, passing the torch. Signature singles. So we got our first passing the torch. Let's see who it's going to be. Again, there's singles and then there's dual autos. And then it's not passing the torch, but there's also triple autos in this product this year as well. All right, let's see who it is. Card number 12. Not sure. Cheris, there you go, Steelers. My boy, Najee. Card number 12. Congrats to the Steelers. Who had him? Joe M. I'm surprised to see that as a redemption. He's been signing most of his stuff. He's been live and quite a bit of product. Nice Najee passing the torch. Steelers on that one. No, I have no idea what Team Desmond Ritter is on. I just said Falcons like four times. We've got Highlife, Cooper Cup, Jalen Naylor out of 399 Vikings. Packs left here. Uh-oh, San Fran coming back two to four. Aiden Hutchinson, rookie on deck. Chase Young, Chase Claypool. Last pack, box three. Too busy running up hills. Christian Watson out of 999 Packers. I'm a big Steelers fan if you can't tell. I love Najee, man. Very humble guy, too. All right, here we go. I get it a lot cases, surprisingly, and I'm not really sure why. I don't understand it. All right, box number four. We've got nice. Tight end at number one taken overall for the Cardinals. Trey McBride. Arizona. We've got die cut here out of, can't see that, is that, 99 of 99 bookend aspirations of Justin Fields. Cool, and there the die cuts are nice. Again, there the 2002 design on those two. T Higgins, Dalvin Cook. And I mean, Zach Erz has been off the grid for a while, so he might. You never know. Out of 999, Ebner. You never know. Rod Woodson, yeah, that is true. You see there retiring number 32 in Pittsburgh for, we've got Desmond Ritter, rookie on deck for the Falcons. Oh, mean Joe. Yeah, no. Yeah, Frank O'Hara. Nicoby Dean out of 99 for the Eagles, rookie. Yep. Nope. Our random team half-cakes breaks are 69, 99. Spellbound to 349, Justin Herbert. Still spots available. And the next one, two to go on number four, still available in five and six. Back to the future for the Ravens, that is 75 and 149, JK Dobbins. I like these back to the future insert autos too. Checklist is pretty deep. Out of 399, Jared Goff. Rookie on deck, Ahmad Saas Gardner. I love his Buffalo Wildwings commercial. Pretty funny. Playmakers, Donald. So two to go on number four, still spots available in random teams five and six. Sold out. Awesome. Mark Andrews elite deck. So now we're looking to fill number five. And then again, we've got six. And then I think the second tier is sold out before we went live. Out of 96, Russell Wilson on the aspirations. So weird seeing him. Excuse me in a Broncos uni. I think he's gonna have the big year though. Got Debo on the craftsman for the Niners two-color patch to 99. Debo action. Rookie of Sam Howe, Washington. Bow Melton out of 75, Seahawks. Yeah, there's really nice looking cards. There's some cool inserts as well. Filler. Sam Williams out of 999 for the boys. I helped show K-Mart. I got him in my fantasy too. Highlife, D-Hawk. Talking about Javante Williams. Got Star status. Jamal Adams for the Seahawks. That one is one out of 75 Star status. A couple of those per half case we've seen too. Again, TikTok Lincoln. Buy out if you'd like to hop in a group break. Still spots left available for tonight at a 999 Christian Watson Packers. Next break is sold out but still spots in half case. Random teams five and six. Playmakers, Najee. Then we've got two tiered random after that. So you get two per two teams per spot on that and then random divisions but the divisions is sold out. Veilis Jones Jr. out of 399, Rikki Bears. Slaps. This is number three. Yes, Reese. Elite Deck, Jamar Chase. Looks. Last pack, box four. We've got Alitas, Tom Brady for the Patriots. Sam C, Jerry Judy. All right. Five. You win this night.   All right, box five. Here we go. I'd have to look at the checklist blank. Probably around what, 200 maybe? Rikki Alitas, Aiden Hutchinson. Alliance. Got Brock Purdy on the 999. Niners. Mr. Purdy. Hope everyone's having a great Friday. Any fun weekend plans? Rikki on debt. Kenny Pickett. No Steelers. Kyler Turn of the Century. Rikki for the Patriots. 43 of 49. Pierre Strong Jr. Patriots there. To 24 on the Aspirations die cut. Rikki, Calvin Austin III. Steelers. I am Terry. Yep. Plenty of spots left. Plenty of space left for personal. Only one person in queue as of right now. Joe Burrow on the Playmakers. So yeah, plenty of room for personal. So I'll just start around midnight Eastern after group breaks. Filler, Jelani Woods out of 20 for the Colts. Gotcha blank. Gotcha, gotcha. Elite Matt Stafford was not looking elite last night with three intersections. Yeah, that's weird seeing some of these positions in different numbered jerseys this year. Aiden Hutchinson the 399 Alliance. Got 21 spots left in break number five. Half Case Random Team. Elite Coverage. Harrison Smith Vikings. Got Aletus Derek Henry. Titans. Again, Lincoln Bio if you're watching on 6-Ox. Still plenty of spots left for group breaks tonight. That was off of a car, let's see. Got Evan Neal out of 49 for the Giants. Not even one of those cards in this. That was weird. Got these pieces of a card there. Yeah, I like the design this year. Looks good. Star status again, Gemal Adams. This one is out of 349 this time. Hurts. Rookie on deck, Derek Stingley Jr. Texans. Like Pierce 10999 for the Colts. Tyreek as a zebra. I don't think so, or Mars. Playmakers. Jamar Chase. Got three different case hits. We haven't seen one yet. Sutton. We've got filler. Matt Stafford is 75 Rams. Little off-color match there. We've got Elite Deck. Patrick Mahomes. T.J. Watt. Davis Mills. We've got Sam Howe. Rookie to 999 Commanders. Got here. Nice. Penpals. Rookie Otto. Matt Corral for the Panthers. Carolina. Panthers. Blake C. Looks like he's out for the season, but we never know. Rookie Alidas. Garrett Wilson. Acres. John. I don't really think he had a chance of playing much this year anyways. Devin White out of 399 bucks with Arnold and Baker being there. All right. Last pack, box five. Filler, Jam and Waddle. Highlife. Yeah. That one and then Seattle. All right. Box six here. Last one. Dude, me too, K-Mark. I had Acres in my fantasy last night. Big goose egg. Derrick Henry Alidist. Zero points. That was rough. Paral Rookie to 399 Panthers. Damn donut Acres. Yeah, pretty much. Aiden Hutchinson on the Rookie Alidists. Lions. Rookie on deck. Kenny Pickett. Steelers. Stafford. David Bell Rookie out of 75 for the Browns. We've got Jets. A. Garrett Wilson. Rookie Penpals Otto. Jets have been doing very well so far out of each break. But Jets, let's go around. Andrew L. There you go, Andrew. Nice Garrett Wilson. Second wide receiver taken overall. Rookie on deck. Breeze Hall. Other nice Jets hit there. Nice Jets pack. Jalen Tolbert out of 999 Cowboys. Again, if you're watching on TikTok, link in bio. We've got 19 spots left in break number five. There's a half case random team. Break 69-99 a spot. You'll see a random team, link in bio. These are Donress Elite Football. Brand new release today. Jordan Davis Rookie to 399 Eagles. Brand new release. You've got two autos and one mem card per box. We've got Full Throttle with 75 JT for the Colts. Here at Waller, Devontae Smith. Fantastic Talk. Link in bio if you'd like to check it out. Brian Cook to 999 Chiefs. Devontae Smith on the High Life. It will be Personal Ramars. The next almanac is going to be a Personal's run. Elidas Lawrence Taylor. That one is to 25. You go Giants 13 to 25. First number, one of those that we've seen. Got rookie elitist of Sam Howell. Vontae Williams, Keena Allen. We've got Moxie Patch for the Chargers. A Mike Williams. Mike Williams. Playmakers Joey B. We're also Wilson. Breeze Hall.  Andrew L. Heating up here on this last box. Nice Breeze Hall to 24. T. Higgins. We can haul to 999 bucks. Tannenhill in my home. Backwells and Elite Deck CMC. Couple packs left and we'll do a recap here. Fantastic Talk. Link in bio if you'd like to hop in a brick. Still plenty of room left. Got a 349 Josh Jacobs Raiders. Gibson, Camara and a last pack here. Last pack we have here. Etched in time signatures, 124 of 149 Chris Johnson for the Titans. Titans doing well as well this break. First etched in time that we've seen. Cool looking card. So 399 Jamal Adams, Seahawks and Beats. One second we'll do a recap here. All right. Here we go. Recap time. We have Mike Williams, Chargers, Elite Coverage, Harrison Smith Vikings, Debo Samuelson, 99 Giants, Niners. Thinking of Sam Fran Giants, baseball team. Jonathan Taylor to 99 Colts. Etched in time. Chris Johnson for the Titans. Garrett Wilson, Jets. Matt Corral, Panthers. Turn of the Century to 49. Pierre Strong Jr. Patriots back to the future of JK Dobbins to 149 Ravens. Trey McBride, Cardinals. We had Steelers redemption of Najee Harris on patching the torch. Got Antonio Gibson patch Washington. Moxie patch Lamjack Ravens. Turn of the Century, Sky Morda 99 Chiefs. A David Bell Penpals Browns. And then our Max Cards. We had the Malik Willis Penpals. Titans. A turn of the Century, one of one. Kavon Thibodeau. Huge hit there, Giants. Again, Luke H. Congrats on that one. And a Trayvon Walker Penpals. Talk about a nice half case there. Congrats everyone on the hits. Thanks again for hopping in and we'll get these right out to you.


Can you hear me now? Does this work? Okay, fine. Okay, so I'm going to show you array programming and I'm going to show you how to do array program in this language that I've developed along with other people called FUTARC. I'm going to show you how new language cannot all be useful by showing how it can easily interoperate with Python and I'm going to talk a little about how the performance of this language is compared to handwritten GPU code. Okay, first thing, there's two kinds of parallelism. The one that most people think about when the parallelism is a task parallelism where you spawn a thread and the thread can go and do whatever on some data. And you can spawn another thread when you go and do something entirely else on some, maybe the same data, maybe something else, but the two threads are completely independent of each other. The parallelism is where you take the same function or do the same operation on multiple elements of some data set. So the simplest example is what we have in functional program called the MAP which takes two arguments, a function and an array and just gives you back a new array where that function has been applied to each element of the array. So I'm going to use, in FUTARC we use this notation for function applications without parentheses. So this says apply the function MAP to F and this array. All right, nothing magical going on here. Array programming is an instance of parallelism and you've probably already done so because non-par for Python and similar languages is an instance of array programming where we do bug operations. So we just say we want an array of 10 elements. Each of those elements we want to multiply by two and just giving us back a new array and then we can multiply these two arrays point-wise and then sum the result. That's just a dot-dot product doing here. But this idea of doing bulk operations on arrays which can be very large is a very good way of doing parallelism in a way that's easy for humans to think about and very efficient on massively parallel hardware like GPUs. Array programming is actually a pretty old model. It was seen first in APL, which was not popular for some reason. You also need a special keyboard to type it. So let's do any more APL. This is FUTARC which you can type with an ordinary keyboard. It's a very small language. It looks a little bit like standard ML or Haskell or some other generic functional language if you've seen it before. We can define a function that takes its input array of length n and gives us back an array of length n and just adds two to the element of that array. Or we can define a function that sums an array using reduce which is a functional language lingo for use as function to turn this array of values into just one value. Conceptually it just puts this function, this operator between each of the elements in the array. So that sums the array. This function can be any binary function. It has to be associative to be parallel, but that's not worry about that. The nice thing about FUTARC is that it's very freeform. So when you find a function that has some parallelism inside, you can still use it inside of another parallel context. So you can do a map where we use a sum function that we defined up here. So now you have two layers of parallelism. You have a map on the outside and reduce on the inside. That's called nested parallelism and it's comparatively rare because it's tricky to compile. And one thing that the FUTAR compiler will do is turn this nested parallelism which is nice for humans and nice and composable in flat parallelism which is the only kind that hardware can be handled. So you have just one level of parallelism. That's tricky and it won't fit an explanation of how to do that. Unfortunately, it won't fit in a 20-minute talk. So I won't talk that much about that. FUTARC also has sequential loops. It's a pure language so there's no destructive updates where you can kind of fake them by saying, okay, start with a value x that's equal to 1, then run this number of durations and for each duration compute a new value of x with this equation. So multiply x with i plus 1 and then run the loop again until i hits n and x is returned. So it's also just a sugar for a tail recursive function if you use the function in programming. A raise can be constructed with some building constructs, iota, which gives us back, and it's just like range in Python so it gives us back a range of integrative integers or replicate which copies some value. And the arguments replicate can also be raised but I won't be using that. So onto an example, this is a Mandelbrot set or this is a visualization of part of Mandelbrot set. The way to create these nice graphics is just to apply this simple function written in Python to a bunch of comms numbers and you can turn this function just sees how many times this comms number can go through this loop without this condition becoming true and with this cutoff point so you don't need it forever. And you just return how many times you went through the loop and you can use that number to turn it into a pretty car and then you can get a nice visualization. But it's basically just by stopping running this pretty simple function. And since you run the same function on a whole bunch of comms numbers at once you can do that in parallel. In NumPy it would look like this where we'd have an array of comms numbers and then we do some weird operations which for each of these comms numbers we compare them to, this is the stop condition and then we figure out which ones did not stop yet and then for those that didn't stop yet we set the escape count to the loop counter and it's very complicated. The original simple control that we had before in our mathematical definition is kind of gone and obscured. But even worse, not only is it unreadable it's also so and that's what I care the most about because for every duration of this loop which is usually on the order of maybe 200, 300 could be whatever you want but it's usually fairly large we write three arrays so that means we are bound by memory speed because we write these arrays that might be very large memory which is a problem because memory is very, very slow and I'll show you just how slow in a moment in FluTrac it looks like this we have our sequential function that showed you before which I could in Python before just write it in FluTrac that's the same thing let me just map that and it's two-dimensional because you really use this normal visualisation of the complex plane it could be one-dimensional if you had some other interests so the interesting thing here is that there's only one array written because we just go over all complex numbers on this simple scalar function which doesn't use any arrays so we can just keep it all in registers that's a compiler deal but that's something that the programmer can rely on primitive values are kept in registers and then at the end a two-dimensional array is written to memory so the performance difference between these two styles is something like this I mean they both scale pretty well as a number of complex numbers we're working on increases but if you really top out I mean this is a NumPy style where you write a lot of arrays it top out at 12 times faster than sequential code this is not Python code actually it's GPU code written in NumPy style but it's not Python code written in futar style where you don't have all these memory accesses it becomes 350 times faster than sequential code sequential C code there's a significant difference and that's entirely down to this what's the so-called memory wall that modern computation is so, so much faster than modern memory banks that you really... touching memory is just a killer if you write from memory your program is going to be slow that's it, so you do it because we kind of have to sometimes unfortunately the user can't see the value of registers sometimes we do have to write memory or even worse to disk or to screen or what have you well you want to avoid it it's a very, very bad idea if you want our code to fast so futar is a little bit tricky because it's a pure language so one thing is you don't have mutable variables you also don't have the ability to write to the screen or to a file or anywhere it is a little bit exotic you have to compile a futar program and that starts by writing a main function that takes some input and produces some output in this case I just make out some complex numbers I haven't shown you this one it doesn't matter it just makes an array of complex numbers runs the function I showed you before and it sums them all up to produce one integer so it sums all of the escape values of all these complex numbers doesn't complete anything meaningful when you want to run this program you have to tell futar okay run this function with these arguments and give me the result and do that by just compiling it using a compiler and then you pass this input in standard input and you get back output on standard output which is a weird thing but unix people like this in this case I want to ask the when compiling a futar program standalone program it's not for production use it's for deep debugging and benchmark some useful flags one of these is dash t which asks it to benchmark itself in this case it says okay this is the result and this is the run time in microseconds so 611.000 microseconds this is using the futar c compiler which generates sequential c code that is then compiled with gcc with also the futar open shell compiler which generates gpu code and it runs just 7.5 milliseconds so 80 times faster without any changes to the program itself and the program itself doesn't really talk about gpu's at all it just uses these parallel operators map in this case and it just magically runs faster when compiled with the open shell compiler but this is not the way you want to use futar you should have a nice command line for some of your handlebar sets but that's not really what anyone needs in practice the trick here is how open shell works which is a library used to there are two libraries for communicating with gpu's one is cool, invidias, prize everything and open shell which is an open standard but it's much nastier to use for a manual program it's nice as a compiler target though so the way it works is you actually have two programs you have a program running on gpu called the host which outputs code and data to the gpu which is one of the kind of slays that you just send commands and data to so the interesting thing here is that the gpu code doesn't actually compute that much in a well-written program where the parallel seems to be large it's just spookkeeping it doesn't have to be fast in particular you can have the gpu code be in some high level language it's easy to integrate with and just talk to the gpu for you so the way we've done this is that we have added a code generator where the host level code the code view that you see is written in python so this compiler generates python that internally makes also this open shell library to upload code and data to the gpu so you just use a different compiler called chuckpy open shell and you ask it to create a library and then it produces a python module mantelbrot.py which from the outside looks like any ordinary python module so you can start a python you can import it and then it's kind of a strange thing about how you have to use it it defines a class that you understand shade to some gpu state stuff and then that class or that object defines a method for every entry point in the original food truck program in this case there's only the main function and you just pass that ordinary python values and you get back ordinary python values as a result and behind the scenes it has compiled some gpu code and it's asking the gpu to execute this function for these arguments and you can call it again and it'll give you back a different result and for passing arrays from a gpu it uses numpy arrays so you can pretty easily integrate it with existing python libraries although of course numpy arrays are going to be on the gpu so it's going to be some cost of copying band 4 so you can use that if you really want to sum up mantelbrot sets or we could modify that problem a little bit and instead of just summing up those escapes you can turn them into a rdbpixel values and give us back an array a truly array of pixel values like pygame to just split it to the screen and then we would something like this an interactive mantelbrot viewer with a python front end for handling all the keyboard commands and all that stuff but with all the computation happening on my Intel gpu in real time much much faster than the cpu could ever hope to do this so pretty nice division of work between a restricted high performance language and a very flexible dynamic with python language ok so the only reason you would ever want to use a restricted high performance language is to get high performance because it's better than, it's not a terrible language I don't think after all this time maybe that's my Stockholm syndrome talking but it's not as nice as you didn't have to use it so is it fast, is it worth it well it depends because I can easily just show you some benchmarks that show that it's much faster than everything else but you shouldn't trust that because it's very very hard to identify whether a language is fast the only way I found that I just trust the least amount is take existing programs that are said to be written in a good and decent way and then pour them to my language and say well this is how fast it is now unfortunately most benchmarks don't really implement algorithms that are designed to be parallel so it's kind of, I can't use a normal language benchmark shoot out game that one that Debian has or whatever because it's usually sequential programs side effects and writing to files, screen and whatever and my language can't really do that there is a benchmark we call Dynia which I don't expect anyone to know unless they've done HP in academia it's handling open CL code so have it in GPU code of very very quality much of it is written by doctors who should really stick to human bodies and write code or by physicists which is at least fast so we've ported some of these Rodinia benchmarks to food truck and we run them on an NVIDIA GPU and an AMD GPU and these are the speedups we get compared to the original code I don't know if anyone, if you can see these small numbers but for this one the food truck version is four times faster than the written version on an NVIDIA GPU and on an AMD GPU is two times faster of course this just this most means that the original program is bad there's no way a compiler should be able to generate code that is significantly better than something written by an expert who put enough time to write good code so these benchmarks are not sufficient, are not very good except some of them where we don't manage to beat handling code but we get close and of course the food truck code is vastly easier to modify and understand and extend that's what we're going for not really trying to beat handling code written by experts but we get close by providing a much better programming experience along the way and this time we're 17 times faster because we've got something that was parallel than we listen to so it's hard to prove that your language is good when everyone writes so slow code so I'm sorry it's a small language, it's very simple to learn it's high level, so it's not actually GPU oriented we could generate multi-course view code as well it's purely functional, it's weird but fits this parallel pretty well it's data parallel, so there's all the operators that have parallel meaning and the compiler understands and can optimize them and we in return currently have a compiler that generates good GPU code in the future it will also be able to generate good GPU code and maybe in cluster code we haven't gone there yet we have a good idea how we can integrate that with other language and applications not just Python, that's what we have right now but we could easily create an Erlang, Ruby or C-Shop or whatever from Java, doesn't matter, the host code is very simple and the performance is okay, we've also tried a more challenging benchmark where we don't need them quite as much but do pretty respectably and of course the future code is much easier to understand and it's all available online and on an ISC license and all that stuff all right, so that's it thank you very much Truls I have a few questions yes I've got a question we have a Python interface and I was asked will we also have a C interface it's not quite as mature because C doesn't have a well defined standard for what a multidimensional should look like for example in Python we could just use NumPy conventions but it should be very easy and we do generate a C code that works fine as a standalone executable and it would be easy to make that a library too do you have it? yes yes yes yes that's what the so I was asked whether we have a compiler that uses the C wrap instead of the Python wrap that's what this one does it just doesn't have the dash dash library option so it doesn't generate fully reusable code it doesn't generate the nice wrap code but that's just because again C doesn't have the equivalent of NumPy that we know some conventions that we can just adopt so it requires a little bit more thought about how we create an API for this yeah sure you can manually sorry so it requires much because NVIDIA doesn't bother support so I was asked about what I was for is necessary so there's two answers to that the first is I have often questioned the system of doing a PhD that requires working graphic drivers on Linux you can get them you all know that problem NVIDIA itself NVIDIA doesn't open shell much they support it but they support a fairly old version and since NVIDIA hardware is so popular we can't use features that are newer than from OpenShell 2 I think that's the newest NVIDIA support that's also all we need it works on all GPUs I've seen NVIDIA AMD and Intel and also an AMD one an ARM one at some point I think try it out so we don't use any fancy features so not GPUs yes I tried it on a cn5 it doesn't run very fast once correctly it's portable OpenShell code but the compiler has some assumptions about how memory should be accessed too fast that is valid on all modern GPUs but it's not valid on cn5 as fast as I can see so there's a significant slowdown but that could be fixed that's just about tweaking the correlation pipeline for cn5s I think but I don't know that and that's what an old cn5 they made a new one I haven't tried that one yet thank you very much again next up is the lightning talk session if you stay here for the first lightning talk you stay also for the last one no movement one out it's really cool work thanks the laptop is pretty long I'll start with one of these no no okay yep our lightning talk on the app it's now we have a card yep the next one is 2DM okay uh yes you're in too but we can have a single left for all of your lightning talks yeah there's because you know I yeah you can use obviously because I can't oh sure so let me just try and make sure you get all the lightning talk people already so yeah so I see all of these here I see hold on maybe they run out Nico can you come up here so Nico is here so that's 4 Nico and his friend I guess and they haven't seen B yet so do you also do it them no it's just the javascript that's that's the application am I now you're in control yeah yeah well B is in period she's the last the same it's more than half an hour I'm doing a lightning talk we basically have everything loaded on this laptop right and as long as you don't bring anything specific that you need us to like a memory or anything we'll be using this one it's possible you can check if B is outside yeah sure just right on the corner yeah it's B here already the last speaker for the lightning talk B no speaking of


Hey Alleyupa! We've finally arrived at the end of my wonderful adventure through Sweden. I began my journey up north, above the Arctic Circle, and over the course of 15 days, I've pedaled 1,300 miles to the southern tip where I once lived as a bright-eyed exchange student 25 years ago. My goal was to explore areas of Sweden that I'd never seen before, while reconnecting with the people and culture of my beloved Sweden. It's been an honor to show you Sweden from my perspective, and share with you all the reasons why I love this beautiful country. Except for the mosquitoes. I never want to see them again. I don't even care about the rain anymore. It's the mosquitoes. Thank you for following along. As with all my adventures, my mission is to show the best of humanity and nature, and hopefully inspire you to get outside and challenge yourself. If you'd like to help keep this channel thriving, please consider supporting me on Patreon. I will put a link in the description for more information. Okay, let's get to it. My Swedish family is waiting for me, and you're gonna love them. Good morning. I've been lying here listening to the sounds of rain on my tent, which is usually a very cozy sound, but not when you want to get up and pack things up and ride your bike. Also, my ride, I got something in it yesterday, and it's not happy. Oh, but I'm so excited. So excited. Today's my last day. Time to get up. It's chilly. Oh, come on, son. You were so beautiful last night. Look what I just found. A beat-up banana. Perfect for breakfast. Thank you, flat piece of ground. I got a big smile on my face because I'm gonna finish today in about 65 miles. What an adventure. There's my Swedish flag. We're all packed up. My alarm just went off. I woke up a little early today. It's only 6.15. Thank you, Billy Idol. Okay, now let's go. I need to start moving and warm up. But I'm excited. I'm so excited. My final day in Sweden. It's been amazing. No crashes, no flaties, no whammies. I'm so grateful for this adventure. And I'm also excited to be done. I can have two of those emotions at the same time. Moose crossing. I was really hoping for some sunshine on my last day, but it doesn't look like it.  Rain has been my nemesis on this ride, but also my teacher. This Swedish rain has taught me about patience, humility, and just overcoming discomfort. You know, it might be raining now, but I'm still living off the magic from yesterday evening. That was so awesome. Those were some of the best hours I've ever had on a bicycle. It felt so good. And the sun was streaming through. That was really special. This is a magical little bike path I'm on right now. And the rain and mist kind of makes it feel even more mystical and magical. It allows my mind to wander and think. And I'm thinking right now about how grateful I am for this experience that I get to be pedaling my bike in Sweden.  Something I was looking forward to for so long. And I'm going to remember it forever. And the birds are still singing. They're cheering me on. We don't have days like this in Colorado very often, so this is pretty special to have a foggy, misty day. It is so lush and green in here. I feel like I'm in a jungle. And these trees are protecting me from the rain. Thank you, trees. So I just got a bit of a pick-me-up. My Swedish sister Sophia just wrote and said, she's going to come out and meet me for the final 25 miles. Bless her heart for coming out in this weather. She's a trooper. And I really owe a huge part of my experience in Sweden to Sophia. She was my age. We went to high school together. She introduced me to all her friends. She helped me learn Swedish. We were like two best buds. And we're still really close. I consider her family. Not blood family, but family, you know? When Rotary set me up to be an exchange student with her family, I always tell people it was destiny. They're the most warm and kind people I've ever met. So I am very excited to see her in just a few hours. And we can ride in the rain together. That'll make it easier. My friends, you know what flag that is? That's the flag of southern Sweden, the province of Skåne. I'm home. Oh, it's so good to see that. You know, southern Sweden gets made fun of a lot by pretty much the rest of Sweden. The accent down here is much different than the accent like in Stockholm and up further north. And people up there always joke that they can't even understand the people down here. They say that they sound like Danish or something. But I am a proud Skånepog! Skånish boy. And it feels good to see that flag and be back in the flatlands of Skåne. I guess you could kind of equate the southern accent down here to the southern accent we have in the United States, where people think you're a little bit country, you know? And that's how it is here too. It always seems like people up north make fun of people down south. Whatever country you're in. See this guy right here? That's Nils Holgersson. And there's a very famous story here in Sweden called Nils Holgersson's Undvara Resa Genom Sverige. And it's a wonderful trip through Sweden. And I've been thinking of that character as I've been riding on my own Undvara Resa Genom Sverige. My own wonderful ride through Sweden. The story is wonderful. They have all these different adventures just like I have been having. So seeing that puts a big smile on my face for sure. Check it out! My first single track of the trip! Right through some farm fields! Oh man! This might be my favorite part of the entire trip. Tunnel of green! Just taking it all in and enjoying every last bit of Sweden. Check out my cute heart mug with some warm tea. Of course I got a chocolate ball and just a tomato cheese sandwich. Skål! You always got to start with the sweet stuff. Mmm! I'm going to wait here for my sister Sofia. She's on her way. Sofia is on her bike right now. She's going to be here in a matter of minutes. And I really can't believe this is real. This is real life. I've ridden all the way down to the bottom of Sweden. And now I get to do the victory lap with my beloved Swedish sister Sofia. Oh my god! Did it hurt? No, not anymore. I ate a chocolate ball. Are you ready my friend? My sister? I really like that. Sofia is also a Spanish teacher. Yeah, sometimes. We speak a little Spanish too. Okay, okay. Let's go then! We're going to her home in a town called Loma. Yeah, it's like a pocket. It's like a pocket. Can you see what I'm saying? She's got great energy. We're on our way! We're cycling together. I can't believe it! It's really happening! Summer time! Hey! Hey, summer time! Give me your hand. Give me your hand. Give me everything you want. And everything you can. But it doesn't seem like summer today. No, we're cycling towards the sun. Yeah, we're going towards the sea. Yeah! Go, Sofia! Go, go! Go, Sofia! Oh, this is so fun. It feels like old times. It feels like... It's when I lived here. It feels like no time has passed. Oh, it was cool. It feels like we're 18 again. It's a little windy. But we don't care. We're just talking and catching up. Life is good! Life is good! Live well! The sky looks scary, but... We'll see what's amending. Festis, oh, Sofia is so sweet. She brought Swedish drinks, juices. Yes. And she made some sandwiches for us. Oh, you're the best, Sofia. And much later, we'll take this. What? Canel bulan! Due snel. Here comes the rain. Doo doo doo doo. I was hoping we'd be done with the rain, but as every day, the rain's never done with us. We're taking another break. I'm eating all of Sofia's cinnamon rolls. Thank you, Sofia. Due snel. And the sun is out. We're on a bike path. We're getting closer. Oh, it feels so good. We're fighting the wind today. This might be the last one. Oh, the first Malmo sign. I've seen on this entire trip. Alla visa masca sveri klapa nu. Hey, hey. Alla visa masca sveri klapa nu. Hey, hey. All right. I've been carrying this flag for a long time. Found it on the side of the road, way up in Norland. I should probably take it out and let it fly. We're only a handful of kilometers away. It feels absolutely incredible. Here I am on the streets of Kyrgyzstan. I'm back in Sweden. Getting so, so close. We're almost there. And it feels so good. Incredible. We're coming into Loma. And I can see Malmo up in the distance. And the Öresunds Bridge that goes from Malmo to Denmark. When I was here in 1998, they were building it. It was finished in the year 2000. And I came back that year and ran the Big Half Marathon from Denmark to Sweden across the bridge. And we are so close, Sophia. I looked down and I saw that the flag was gone. And I've written back a good bit. And I see it stuck on this thorny bush, just waving in the wind. This bush just grabbed it right out from under me. This flag's been through a lot. It's got to get all the way there. The sun came out for us. Sulin, frinoid dog. Look at these cute kids waiting for me. Hey, son. And this is my sweet Swedish mom, Annika. My sweet son, Riot. Oh, she's the best. She took such good care of me when I lived here, right? Yes, we did. We had a good time, yes. Yes, we did. This is my Swedish dad, Jordan. Hello, everybody. I'm not the biker type. I'm a walking type. Yes, and he thinks his American son is crazy, right? No, not crazy, but he's unique. This is Carl, my little brother, Lily Brur Kalle. How are you doing, bud? I'm good, good. I'm so glad that you're here. Yeah, me too. I'm glad you're here. Yeah, I'm glad we're all here. It makes it feel so good. Right here is my big brother, Gustav. Yes, right? That's true. And that's true. And he inspired me to run long races. My first ever marathon was with Gustav and Copenhagen. Copenhagen, yes. And I was faster than Riot that time. It was good to have done that. I'm not sure how that chance... Yeah. At this moment, bud. I had been faster than you. Yeah, he beat me. That hurt, that hurt bad. But it was a good race. It was a good race. We had a lot of fun. Yes, we did. And check it out. He wore his special shirt just for me. For the taco fest. Oh, yeah. And this lovely lady right here is Therese. And she was my first love. My first, like, real girlfriend. And we're still good friends. She's great. And this guy right here is my good friend, Matias. Hello. Hello. You speaking this right? I do, I do. Skool. Now it is time for dinner. And you know what it is? You know what they're doing for me? All right. We got a whole plate of beans. It's a taco fest. Sofia. What a dean idea at hot taco fest. It's my Ryan's. We know Ryan loves taco bell. And you're going to get a taco at the Mellerups. Taco at the Mellerups. Oh, here comes the fun drink. Look at this. They even got non-alcoholic Carlsberg for me. Very dangerous. Look out. You can eat a lot, Ryan. You've cycled really long. Oh, that's right, Gustav. Look at this. Oh, man. I'm so excited. I've been waiting for this. Look at all these wonderful humans here. Life is good. I just want to say that I love Sweden.  I came to the Mellerup family. And Sweden will always have a big place in my heart. And thank you for everything. Thank you to the black birds. And hello, Sweden. He landed by the corner. But he came down in a parallel. Ryan, we want to congratulate you. A percentage for your good effort. Actually, I don't want to show Sweden the whole world through my YouTube videos. Okay. Oh, thank you, Kevin. Are you happy? God damn, you're good, it says. This celebration, this glorious, fun-filled evening is exactly what motivated me to pedal as hard as I could when I was lying in my tent on those cold, rainy nights. I owe so much to this wonderful family for opening my eyes to the world outside of Boulder, for loving their crazy American son as one of their own, and for inspiring my curiosity for travel and adventure. It was indeed destiny that brought me to Sweden into this amazing family. Oh, yeah, men, I do feel. Oh, I do feel. I've been off my bike for 30 hours, and I feel really good. My body is happy with that. I didn't realize how tired I was. I was going pretty hard, and it's been so fun to connect with my family and just be here and not get on my bike every morning. I got to the finish line, I earned it, and now I'm just enjoying the glow of the post-adventure high. You know, when I start these things, you never know what's going to happen. I never know if I'm going to get to the finish line. So many things can go wrong and get injured, your bike can break, or some other crazy whammy can get you. So while I love these rides for sure, there's also a little bit of stress involved because you're like, okay, here we go again. Every time I wake up in the morning, I know I'm going to have a great day, but you never know what's going to happen out there. And the weather in Sweden sure threw a lot of curveballs at me. I wasn't ready to be this wet. I don't think I've ever dealt with this much rain on a tour ever, but because of it, I had to really dig deep. You know, being cold and wet is uncomfortable for me. I don't like it. I'm a Colorado boy, but I'm just so incredibly grateful for this experience and all the wonderful people I met. Sweden showed up big time, all the people along the way. I couldn't have done this alone. I couldn't have. And it's the random strangers who came out and helped and Mikkel up north. And it just feels so good to be embraced by an adopted country. You know, I came here when I was 18. I knew nothing about Sweden and when I left when I was 19, I was absolutely in love with this country and I still am. And it will always hold a very special place in my heart. Jag älskar svärja, verkligen. I love this country so much. Thank you all for watching. Wow, this was a good one. Like and subscribe. You know, that's what people do here on YouTube, I guess. If you could share my channel, that would be awesome. It really helps me out. And if you want to keep my channel alive through the financial form, try Patreon. You can get early videos, ad-free videos. I do live chats every now and then. It's pretty fun. And you can do it for as low as three bucks a month. Mate, that's a price of not even one chocolate ball. Anyway, thank you so much for being with me and joining me on this journey. Each and every one of you means so much to me. This is a dream job. This is a dream situation. And I'm so happy to share the world with you. And now I will see you down the road, somewhere else. Hej då, svärja. Goodbye, Sweden. Thank you for another incredible experience. I'll be back.


This is where I do cycling videos, both inspirational and entertaining. And I do love a deep dive road bike review. So if that sounds up your alley, consider subscribing below. So this video came about from a deep dive review. I'm gonna be doing shortly on the best criteria in bike that I have ever built. I'm riding it now. It's my first ride on it. And I'm partnering with SRAM Australia for this build. We're putting Zip 808s on it and SRAM One Buy. And as a result, I was out visiting SRAM Australia head office about a week or so ago. And I met with Rob Evo, who heads up SRAM Australia. And he took me up to his office and on his wall next to his office was sitting this incredible bomb. And I said to Rob, mate, do you mind if we take that downstairs and we do a little video on it? And he said, not a problem. So this is Rob's very expensive and very nice bomb road bike. Bomb's always been a bit of a mystery to me. I've known Darren for a long time. I don't even care to know how long it is. Who's Darren? Darren Balb, who's the owner. So he's down South Coast way, down to Longway. And it's got a great little business down there. Very professional, very clean, exclusive. You know, I've always been a bit of a mystery. I've lived on the mountain bike side. And Darren said to me one day, I guess, well, I remember you riding those Shazangs or titanium bikes. And I've always loved the titanium. I've loved the feel, I've loved the ride. You know, that mysterious gray look about it. I've really enjoyed it. And Darren says, we should build a bike for you one day.  I'm not, you know, I'm not riding that much mountain bike at the moment. I'm doing a bit more road and gravel. And he got, no, no, we're gonna build a bike for you. And it was probably a three month process to get me measured up down there with Ryan. And I was blown away. And he found a couple of faults with my pedaling and my cleat set up straight away. And I was quite intrigued with these holes set up from the start to the finish was amazing. Wow. So right away, you found all those problems. And then I took my three best. He says, bring your three best bikes down here and we'll measure them up. We'll do the size, you know, and we'll get the saddle right and everything. And he put me on this bike and changed around to bunch of things, went away for a few weeks, went down there and said, right, you gotta ride at 200 watts for half an hour, go and do this and do this. And after a bit of playing around, he goes, right, I'm about to push a button and see what you think. So he pushed a button and goes, you know, it's so this bike and it's all hydraulic. And it moved me back to this position that felt awfully unfamiliar to me. I'm like, this is horrible. He goes, that's where you were.  So he reset my position.  It's a comparison, you know, like they're trying to go, right, it's a 54, 56, 58 and you would fit in that size. That's the geometry you're gonna like. That's the head angles you like. That's the bottom bracket you're gonna like.  So Darren came up with a design for me and this is my new bike here. And he said to me, you're gonna love the geometry and he didn't tell me anything about it. And I went and rode it and I was just blown away by one how comfortable it was climbing. There was no harsh back kickback on any of the bumps or anything on my climb. But on the downhills, I could find, I was pedaling through corners where previously I was a bit nervous, ready to break on. So my cornering speed's a lot higher. What's the fastest you've cornered that on downhill? Well, I've got one corner that can consistently go through at about 80k an hour. It's a pretty hard corner. Not many people can ride it through at that speed. Well, I'm doing 86k an hour on this one on my GPS. So give or take a K. And I've improved my time by about eight to 10 seconds on this downhill. And I've done this one thousands of times. So it's quite easy bike on the downhill. And it's noticeably an advantage on the uphill because it's not beating me up. It's not stiff at all. Is it a race geometry? No, it's not. It's a relaxed geometry. So it's a little bit of a hybrid. So he's slackened off the geometry. He's got a little bit lower bottom bracket on it. And I've asked him, what's actual size it? And he said, well, it's a Rob Eaver. That's what size it is. So it's a one off.  So he doesn't do a 54 and it's going to fit everyone. He's not into that. He'll build a frame specifically for everyone. And the forks, are they carbon forks? Yeah, it's a carbon fork. I think that's a generic fork of some stuff. But there's lots of different geometries on forks and different standards. But one thing is the parameters we had to work around. It had to be electronic. So there's no holes in the cable. Got to be E-tab. And it needed to be disc brake. Yeah, okay. So apart from that was open. I would like to be able to have the application to run a bit bigger tire if I want it up to 32, 34 mil tire. As we said, you never know where the rod's going to end up. You never know where they're going to end up on a gravel road or all the rest of it. So I do have the application to go up on a bigger tire. And what wheels you got here? So I have, I think the world's fastest wheels for a road bike. It's a 454. I was a bit skeptical at first. I'm like, oh, here we go. You know, it's a little bit of a marketing hype. But after riding them and riding through the high country over some very nasty windy sections and watching my mates getting blown all over the road and I'm just cutting straight through the wind, what I'm watching when I'm getting to the end of the ride and I've still got plenty of energy left. You know, they work. They really do work. And you know, if you're riding down beach road or it seems like most capital cities are around a windy, beachy area, try them out. They work really well. I'm really surprised. Yeah, okay. And the groups that you're running is SRAM Etab, is it? Yeah, SRAM Etab. This is a Wi-Fi system because I'm not getting any younger. So this goes up to a 32 on the rear because I do live in the hills. I do prefer the hills. And if I need to just spin up a hill and take it easy, I can. So it's a compact Wi-Fi system. Yeah, okay. And so do you use this bike all the time or what do you use it for specifically? Look, this is my sunny Sunday bike. I mean, it's, you know, if I do a big group ride or I do a charity ride or I've got a multi-day ride, this is the bike I'll take for sure. But I've got some other bikes because to be honest, I don't want to throw this one over the gravel yet. I don't want to scratch it. Darren's asked me and told me, make sure you get a dirty. But you know, it's like getting a new Ferrari or Porsche or something like that. You don't want to take those down a dirt road. That's where I'm at with this one. Right. How old is it? It's going on nearly, nearly 12 months. I think I got delivered the first of December. So it's 11 months old. Yeah, okay. And what's the Orbis there? What's that? That's the model name of this bike. So it's a disc brake, bigger tire bike. So yeah, so that's the model he has. He had many different model names. You'd contact Darren or go to their website and have a look at that. But this is what he recommended for me after a long multi-year deliberation about what I should be riding. This is what I ended up with. And I couldn't be any happier. Best bike I've ever had. Thanks, Darren. Wow.


Hi, good afternoon. How are we doing? Yeah, I know I know it's been a busy and back-to-back session for everybody and you are hungry So I think we finished the panel discussion just outside the room while we were waiting for the panel to happen But I mean today we're discussing the role of TV Right and obviously all the noise for last Five seven eight years has been around digital and it is interesting that we've come back And we're discussing TV today and on the panel They are very many experts who spent their lifetime building D2C brands through digital So it's going to be an interesting conversation differently Today we'll try and discuss the role of TV overall why TV is still important We'll look at how TV works in conjunction with other medium right? It was part of a funnel and not a standalone itself We'll see if we can discuss a bit about connected TV and I think that that's the most that we'll be able to do Maybe role of IPL etc. So that's really the agenda. We'll see how much we can we can kind of cover So the first question really I want to ask the panel is that you know Despite the fact that this is so big, you know, 900 million people on YouTube 250 million doing UPI half of that doing e-commerce and so and so for that digital number in India is fantastic But so is TV data, right? Almost over 180 billion of suspense on television, right? And personally, I think at Leo Burnett. We've had the Joy of building large brands such as Amazon spot if I phone pay all through TV work, right? So digital native brands being built on TV in India So how to ask the panel the first question, which is what about TV still makes it, you know The best ROI the most popular medium for building narrative for most popular media for building even D2C brands in a country like India So some of this car started with you and your views on on why do you think TV still works and what about it still works? I think this works. Yeah, so I think television is still the Is still the key media to get trust and impact for a brand what I mean by trust is It's it's just human conditioning when when you see an ad for a brand on television You start thinking this brand has enough money must have enough consumers It's big enough for me to trust it and that's where the trust comes from an impact is all about Reaching a large audience at the same time. I mean, don't get me wrong I come from a background of D2C and digital marketing There is a possibility of reaching a large audience on digital as well But not as quickly and as efficiently as you can do on television We trust efficiency and speed as well Rajan coming to you right. I mean you you sell cars under very trusted name Tata, right? How how do you use TV and what is the role for TV you feel in especially in today's times? I think one of the things that we often forget that TV is a very social medium in the sense that the whole family Watches and we are in a category where the families take decisions. It's all not always individuals Right, so the whole family if in my previous experiences in jewelry in tonnage as well again jewelry buying is a family experience right, so the the fact that This is that only medium. I still feel it's the only medium digital is not a social medium in that sense For brands like us which are high value purchase brands. It's a considered decision It's a family decision. The kids are influencing the grandmother's influencing it the TV makes a lot of sense and You know adding further to what somebody just said the fact that it's got the what the most widespread of a Penetration in that sense and I think that it allows us to tell stories the largest screen allows us to tell stories in a family Setting in a much in a much more inclusive way than digital does and that certainly helps Brands like us certainly with the Tata name, which is very well penetrated across households and For high-value categories like us. I think it's an absolute must that we are on television as one of the Amazing so you're saying what works for mobile which is individual consumption, right? TV stands as a medium for completely opposite which is social and together and narrative building Right Grish coming to you right how how in your line of work? Have you used TV and and is it any different from what some bit and Rajan has spoken about as a role of TV especially in today's times So so for sure If you really analyze the various media available today Television by far is perhaps the most powerful and effectively building equity and awareness The most efficient way to reach it as you know the panelist said The digital may not help you get there effectively To my mind of course as a brand blue star has been built on television over the last two decades or so We were not advertising and you'd be surprised at the first one decade. We were just in the B2B business We weren't even in the consumer business But we still kept investing on television because as I mentioned earlier that you know brand equity cannot be built in Private it has to be you know, you know reaching out to as many consumers as you can even if you're a B2B brand Of course efficiencies will come into play But having said that the audio visual experience that television gives you you know without you having that option of skipping the ads And I know other things etc. There's nothing to beat television, you know digital I mean print outdoor radio will be reminder mediums in a way They're more when you already built your awareness and you want to convert that into Conversions or into sales then it helps a lot But having said that there is nothing as powerful to my mind to build your brand other than television even till today Gotta we have a stake in the game, right? So how how do you see what is the role wise TV is still holding on and what's the unique proposition TV brings that nobody else does So, thank you very much Firstly see what TV does is you know Very beautifully it helps you address Key behavior points if you want to impact behavior of any particular market You will see that TV actually works beautifully and an example that I can talk about is what happened during COVID You know a lot of people wanted to have access to best medical care You know daily news updates of what what are the policies of travel and other guidelines? In fact Prime Minister Modi came on television more than 12 times in that year You know almost every month there was an event that he was coming and addressing the country through the medium of TV So clearly it shows that TV has a far bigger impact. You trust the TV word very easily There's a lot of credibility that comes with it and more importantly TV even today is the highest reached medium in India 70% of India has connected through television in one way or the other So, you know that kind of reach is cannot be ignored by a market year, you know And even after that there is a headroom, you know There could be one part of the market that may never get TV connected Right, they may not be able to afford a TV or whichever way you look at the software But you can still take TV up to another 80 82 percent. That's a large part of a you know 1.4 billion market TV today has what close to 890 or 900 million connections in India. It's a large canvas So looking at the might of TV looking at the credibility and the trust that it awards and I think my key aspect is that it helps change behaviors So when you want people to become more healthy, you do something with TV want people to become You know visor on investments again TV comes in the center of that. So we'll talk about it But yeah TV has been that strong medium of influence and impact behavior change and scale God of that's what We want to get a little bit more nuanced on this conversation that because it's obviously not either or it's not one size fits all We'll discuss a bit on how does TV work in relation to other mediums, right? So for example, if you're young startup, right, Casa, you can You know do all the initial numbers to performance and you don't really need to get on TV And we've had experience on brands which have done very well on performance early And then as you continue to performance marketing it becomes very expensive, right? And then you bring TV cover you bring an air cover and realize that performance becomes You know more affordable and easier and so on and so forth So that's one aspect of looking at TV as a part of the funnel of bottom funnel as well The other is increasingly we see for example coin base at Super Bowl, right? It just played a QR code for 15 seconds. So TV even in terms of content is Interacting with other medium, right? The TV ad is connected to a QR code is connected to Twitter So how are we seeing and how or how should we see TV? As a part of other mediums and other format some with your thoughts on that especially from the honasa experience Yeah, I think we can do a panel discussion just on this one question. There are so many angles to it I mean to start from the way I remember when I started off my career with I was working for Nestle and we just launched Nasty I see One of the first things to do on awareness was put it on television in summers. That's it put it on television mass cover Everyone gets to know about it The other way is how a lot of new age startups deal with the same problem when you start off a company What do you do in the beginning? You can't afford to put it on television So you start going for the smallest niche which you can find maybe on digital you can go more targeted Once you go a little bigger and you still want to tell a story like these guys were saying and Larger audio visual format tells a story much better So they go to connected television or they go to HDTV and they just go I mean they just go bigger and bigger from a very small niche and this will allows them to go niche But finally when they have to go mass impact trust it has to end up at television So I think that's the way to look at it both have their own roles and in a media plan I mean you use it as per the stage of your business The second aspect of it is also how And I think I mean BBH would be a great Story to tell of how Stories are being told in the different mediums and how both mediums are learning from each other suddenly television is Attributable there are questions being asked. I mean the biggest success of digital used to be that it's attributable Now television there are companies like policy bazaar even at mama views to do it where? television spots on a particular time spot you get to know after a week and you try to map it with how much traffic How many installs on the app you got and you try to do a correlation and you figure out attribution on the other hand The television media has in form has kind of influence digital as well the audio visual content on Digital is not just 15 second performance ads. It's also storytelling. It's also content pieces. It's long format two-minute brand stories, etc I mean one of the Best creative for me from mama days was when we told our purpose, which was a two and a half minute video Which was pretty much what television used to be during the Durarshan days So there's so much that's happening in relation both in media mix planning and also in kind of creatives learning from each other Interesting something you're saying that the television as a medium is also changing. It's not just about long-term brand building It is also about attribution and immediate Kind of impact Rajan How would you react to that? I mean you're also in a category where I'm told that six to seventy percent journey is getting completed online So how are you seeing online and other medium and television in conjunction? Especially when it's such a High-revenue high-unit category. So especially when you're launching new brands, it's definitely Very very relevant. That's our baseline In fact, we've used IPL very very successfully since 2018. We've been partners with them and On the digital side, we largely use it from a performance marketing perspective from a reminder perspective post the bigger campaign or to auto even form relationships where we can do Activities that possibly create interest and drive consumers to the to a store. I mean fundamentally That's the primary aim of all of I mean anybody on this panel. So out there's marketing campaigns to get people to To come to the to come to the stores and and for us That's the most the integration of both is extremely important. I think television With the with the advent of high-impact properties, whether it's IPL whether it's big boss Whether it's even the shark tank I mean the biggest irony is that if you watch the American shark tank, even the brands who don't get funding sell out because they were on television I mean, that's the that's the beauty and power of television I think television has increasingly found properties which are unique to them, which are sustainable only on them I thought for example that coffee with current which was done this time on hotstar only It was such a damn squib because there's a family used to enjoy it together Irrespective of the quality we want to discuss quality of the program But it just it just took the mojo out of the whole whole thing, right? So the integration for any brand today in a very Cost costly market. We have to choose our audiences very carefully and therefore The programs that we tie up with also it also depends on the product lifecycle of the brand Where are you in the product lifecycle? of the brand Certainly for start-ups, it would be unviable to go on television But if they were to go on television, that's your instant 15 seconds of fame, right? And then what happens next is anybody's guess depending on how well you're geared up to handle it and what kind of quality of product You have so I think both there's no getting away from from either of the two Television because of his reach in penetration is still going to be a very very relevant medium But we have to use the integration with digital and social media very very wisely And you saying digital is more a follow-up and a motor closing mechanism for you Yeah, Grish how have you I mean you you said that you've used television for long-term brand-building, right? How do you use television in conjunction with other medium? How do you see it interact with other medium? Is it changing itself? How do you see it as a part of the mix? I think I think for you know for sure television is learning from the other mediums as well From a perspective of you know what other mediums like say digital and digital has really grown a lot on influencer marketing And you know television branded content is becoming more and more popular going forward So obviously advertisers are concerned that if consumers don't see their TV commercials How do you still integrate your brand with content on television? So I think that's what television is learning from other mediums that if you really want to get you know To a TG without Them going through a TV commercial then this is the way to do it again having said that television has a you know a important Objective like I equated to mass bombarding whereas digital is more surgical strikes or micro surgical strikes So that's a big difference between the two it all depends on your objective You want to do mass bombarding build your brand television? There's nothing to be did like I mentioned earlier But digital will just help you reach to a particular target group far more efficient You know so obviously both are learning from each other as I see it Like you know the panelists rightly mentioned that you now you know run an ad on IPL During television and then you see how many searches happened on that particular brand that evening and obviously digital and television You know are kind of collaborating with each other in terms of data exchange To get an idea for a market here and you know most media planners actually give a combo of a plus B And then see the many effectiveness is far higher So from that perspective I think You know both will like he you know rightly mentioned will coexist and both will have a role to play and It's exciting ways or days ahead for market is like us mass mass bombarding versus surgical strike interesting interesting framing God of what's your view on this because also there are a lot of media houses now who are doing the whole package, right? They're saying we can give you TV. We can give you digital We can give you all of it together. How are you seeing TV interact with other medium and how are you seeing it as part of the mix? so what happens is TV becomes the in many of the newer You know marketing plans TV is becoming a central part where they use it to create content and Then they use different formats to distribute the content including TV digital and other measures So creation of content is still pretty much the domain of TV. They have the stories are well told Like people were talking about it earlier Storytelling is something which is becoming very important for brands today and somehow TV managed to convey their story in a credible and a very very effective way It's not really a choice between TV or digital both will coexist Like we talked earlier. There'll be a certain You know digital bring certain sharp shooting to the warfare and television will bring a certain grandeur and impact that you know They demolish the whole building for example, and you know, that's the message that goes back to the enemy camps So that kind of mass bombing is what TV will do and digital will do that sharp shooting So both are important. It's not neither, you know, one or the other but largely market years have today is figured out that you know to create a need to impact the behavior to create a You know very large sustainable change They're using TV then to fulfill that change and need a lot of them are using digital where they can get the transaction part of it For example, you look at say a policy bazaar, right? They are one of the largest advertisers on TV, right? They create the need for you to go and you know pick up a policy online or at least that need is planted in your mind that you are Under issue in short or you need to address that then the fulfillment will happen at another platform So they use best of both and the many brands, you know, if you look at the top 10 brands on TV in the last two years I think five of them will be from the e-commerce or the new commerce Site so clearly shows that that's where they will see they want to build a brand quickly They want to reach 70% of India quickly, right? Because their next round of investment is dependent on that So they use TV for its benefit and from the TV set we also use digital to further our cause We want to bring out faster stories today's stories break on digital. I mean, it's a fact, right? So we use that to harness our content. In fact, we do something very interesting at times. I think it's almost like a coke formula Many people have tried they have not been able to replicate it We throw out, you know a dozen stories in the morning say around 10 11 we throw 10 12 stories out on various social platforms and We see what is it that India is tracking? So, you know during the lunchtime during the time that you're traveling to office back home You may have liked something you may have commented on something and suddenly by the evening six o'clock We know three stories that have outperformed the other seven or eight stories Those three stories become the central part of our debate in the evening It's like almost a daily poll that we do we throw 10 stories We see which is which are the stories that people want to talk about and then they become part of our content piece So we are actually harnessing the power of digital to further improve the TV content Far more connected as an ecosystem than yes There can't be a conversation on TV without IPL, right? So I mean there's TV and this IPL I mean I believe the event by itself the the fund are different the way to succeed on IPL is different I mean we personally taken many brands on IPL and I mean in fact We just did I spotty fun IPL last year and when we came out of IPL. We've had a huge hockey stick Growth, right? So it is expensive. I mean It's not easy to to be an IPL But when you are on IPL and you've cracked the formula correct this huge amount of success that comes to us I don't understand and I will ask and discuss Is a is IPL kind of event Re-energizing TV a and we are the rules of the game on something like IPL different because it is 22nd is fast You know, it's very high investment as well Your thoughts on this. Yeah, I've never been part of a brand that has been able to afford IPL. So All my viewpoints will be more theoretical in nature No, I mean in all honesty IPL or any other impact property Let's say big boss or any other impact property dance in their dance All of these give one of the first things I mentioned about what TV has as an advantage versus digital is Impact in reach happening all very quickly That's what IPL big boss any of these impact properties give if I have to reach Hundred million people on digital. It's not like I can't it's just that it's going to take me a long time to do So and it's especially if I want to do it efficiently for my For my campaign to build up. It's gonna take at least a month. It's gonna take some time, right? Whereas if I put money on IPL, I'm able to reach out to that hundred million very quickly within the first spot or so That's the big advantage But on top of that comes the question of what frequency do you put your ad spots on just putting one? I don't know. I mean others on the panel who've used IPL can probably mention But at least from my experience with big boss and other impact properties putting one on one episode makes no difference It has to be there throughout so that there is top of mind and salience And also additionally on top of the spots if you can do some kind of some kind of integrations or Additional kind of banners or something like that it just makes things much more memorable because objective at the end of The day is to get top of mind and salience not just have a spot out there Where are you on this? I mean do you believe that if you have to do TV matters will do IPL or do you believe it's a complete waste of money? I think wrongly targeted because I'm already in the game right? We've been investing in IPL since 2018 as partners not just as advertisers and Invariably IPL has always happened at a time which has been two or three months after the launch of one of our biggest vehicles So it was alters. It was next on it was Harrier. It was safari. It was punch It's invariably happened a couple of months after that and we've seen some tremendous boost Arising out of that because the whole package you have the car placement on the on the grounds You have the mentions in the commentators speech and and so on and so forth But having said that I think that every brand needs to think very very carefully about that kind of investment It is a massive investment and it's a one-time huge investment which can blow you out of the water and as a market You're asses. Sorry. We are on the line. So So I think it's a it's a very very considered Call it's as big as not as big but equivalent in my mind When we are searching for answers and somebody says brand ambassador So if if you're a band looking to make a big impact and If you've got something new to offer and you can afford it It certainly makes sense Because you will get that mileage What if it's sustenance or if it's a routine product like coffee tea, baby? I don't think it's gonna work Depends on what you want out of the So I was a part of an IPL panel earlier So at the cost of not sounding repetitive we've been on in a blue stars been on IPL's ever since first season I've been on every season of IPL barring just a year or two. Otherwise the last 14 seasons we've been there We are not a big brand in terms of deep pockets. We are very limited money available But we choose to use it wisely Of course IPL has a great timing advantage for us because it's the start of the summer season Most of our campaigns are launched on IPL But what we've learned from IPL is very different from other television advertising our one thing for IPL is that you have to Acknowledge the fact that your break TV hours will be the lowest which means people would want to obviously wait for the next over So they are not really going anywhere, right? So that advantage of engagement is there with IPL be a lower acds work much better So a 10 or 15 seconds because again, you can't splurge 30 seconds on an IPL a 10 15 second Oh, you got to really do some kick-ass advertising Clutter breaking advertising to stand apart if you can manage that that you can really be successful on IPL with even lower budgets Okay, so these are the advantages that you know and of course in terms of a property a lot of people and research tells us that if a Brand is an IPL. They suddenly, you know put it as a very respectable brand Right, it's like one of those brands that they would look up to it in terms of aspiration in terms of premenace It just goes up if you're on IPL so these are the you know other advantages that one has of a large property like IPL and Therefore, I think we've never looked back But having said that yes, it is a huge investment I'd agree it would be a large chunk of our money's as well But if you know do it wisely our frequencies higher you create different Edits of the same acd, you know communicate your message over Four ten seconders, you know better than what you would do in 130 seconder You might really be able to stand out even despite the clutter I Be good TV guy, I mean if I was a polarizer question for you that you want to do TV Just do impact and don't do anything else. How would you react to that? Actually, that's not a bad idea Like there are many brands who have built themselves up like Girish mentioned blue star You know in the same categories as a brand like Kent arrow. You will not see them on anything except news and cricket You know even Girish to that extent is largely Exploiting the you know benefits out of sports and cricket and they're spending maybe 70% 80% of their investments in that and There they buy the highest quality product. They'll buy IPL. They'll buy the nine o'clock primetime debate because they want that impact and Brands are very happy doing it. So it works for brands. In fact We believe that you know IPL is what IPL is a high intensity activity condensed in a small form I'm making it look like a scientific formula, but that's what it is Like a lot of action done in 60 days. We have to create our own IPLs for example in news, but you have elections You have budget those are one day events like IPL where you know Several people come on to a particular platform or a channel watch content and go back So those are our own hypo that we create where brands brands like data brands like new star They come on board and they want to talk to their audience for that day. So it works Sometimes less is more Just focus and get out our shift gears a bit and look into the future a bit right and talk about connected TVs, right? So huge growth, right because smart TVs are going to happen a big way internet is going to happen in the big It's already happening in a big way chance. I mean connected TV's groups already 4% in the last quarter 2022, right? And the the nature of the medium is changing. So YouTube just launched YouTube shots taking their vertical Mobile first medium to a connected TV experience Globally, you know, there are experiences that you're watching something and you could buy You know, you could take a product and social commerce and entertainment commerce You could buy the moment you're watching the piece of content So those are some bits of changes which are already on the anvil in the more developed markets And as India leapfrogs to smart TVs connected TVs, is that going to change the nature of television completely? You know something any any future guessing thoughts on that? Yeah, I think connected TV is an interesting one It's it doesn't lie completely in TV, but it doesn't lie completely in digital either. It's attributable It's part of I mean it can be part of the Google ecosystem if you want to measure it And yet you're getting the audio visual experience of a television possibly you're also getting shared Like social watching with your entire family, so it's kind of the mix of both The latest number I saw it was I think 20 million households in India That's already quite a large size I remember when I started advertising that it was less than seven or eight million and yet It used to be big enough to be part of my digital marketing mix I Would still put it as part of the digital media mix Just because it's it can be measured along with Google and not really along with the TV hours But yeah, you get all the benefits of the television advertising as well. So I mean it's kind of in the middle I think over time as the other benefit of connected television is it's Automatically reaching out to a premium audience or an audience that is more digitally enabled which is more Probably a slightly higher household income and therefore you're already self selecting the right kind of customers That's another big advantage of it as that volume increases I think it's going to be very interesting for both new age players like startups Which are D2C startups and also maybe the incumbent ones the larger organizations today How do we how do we process the idea of connected TVs? Do we see it as having the best of both worlds you can do social watching Does all that the TV does yet very sharp attributability and being able to buy it for example You look at the new generation right for the Gen Z, right TV is not You know colors and stars the TV is is Netflix and an Amazon Prime and so on so forth But the fact is that 20 million households, that's it So you have a direct correlation to has pointed out to a premium audience But that's about it right and it's only 20 million households as point number one point number two is when you talk about internet penetration It's about mobile devices. It's not about household Wi-Fi's So the growth of smart TV is going to take a considerable amount of time and Till such time and for some time more to come. I think TV Is going to be still the mainstream medium and this is going to be a very niche medium Which can be smartly used by certain products and product categories, but not for mass brands like Yes, tomorrow if Tesla was to come into the market, certainly they can use it and they will use it They're not going to go on mass television Grish your thoughts on that and also from your perspective if you've done IPL over the years Have you also done hotstar and what's been your current TV? Experience or impact on that. No, so again are coming back to connected TV I think 5G will really explode the consumption of connected TV It's likely to but I completely agree with Rajan that is just 20 million households We have 150 million households still watching on a cathode ray tube So that change is going to take years because the market is just about 10 million to 12 million every year of television sets Right and of course 80% is our smart television So from that perspective, it's gonna take years to happen. Of course the other answer You know hotstar versus You know the live television there are very different ways to kind of look at it If your idea and anybody's idea to be on IPL would be to create Large awareness mass bombarding then television turns out to be cheaper than digital from an efficiency perspective I think TV will be cheaper like I keep saying digital is more performance marketing digital is more microsurgical strikes The idea of IPL is a little different for for me from that perspective But yes connected TV is going to change the way India watches I would still put connected TV in the category of television because even on OTT you're watching the same content that you would watch on television And even on mobile phones, you'd watch that, you know, you would watch that So I'm of a belief believe that television spends and OTT spent should be clubbed together I should be put under television spends and not counted as digital spends because they're doing the same job of creating awareness There's digital is most surgical strikes more performance marketing more ROI based, you know investments in that sense Gaurav, how are you guys processing the idea of connected TV? How are you processing the idea of connected TV right as a broadcast player? So see connected TV While it like Some of my fellow panellists said that it looks very small as we speak because not too many people into it But with passage of time and improved data speeds it will catch up Right now it looks like it isn't the sushi category, you know good to have it sometimes But can't have it as a daily meal someday it will become part of your daily meal But what this has certainly done is it has taken content creators back to their drawing board because Such content has reduced the attention span of viewers like even you as a creative Person today are making smaller creatives seven seconds ten seconds twelve seconds. So that has a bearing on content creators So today for example on one of our channels zoom we have started reducing the size of the music videos. We play now 45 seconds to one minute kind of videos rather than three minute videos Our new stories have been cut short in size We now play headlines more than regular stories. We play headlines three times an hour Each headline is of two minutes to three minutes where you put in 10 stories because the viewers attention span is reducing So that's the impact that it is having otherwise. It's not really impacted any other way Sure, so I think that's that's what we have time for I just want to go around once with the last comments on What's the one thing that we should keep in mind while using TV? While using any media it's the objective that you have I mean from the last answer I find it interesting that for a company 20 million can be large audience for other company It can be really small and I get that So objective of course matters for whichever your brand or company is And accordingly the usage for television whether to use it and yes, how do you I think it's important to understand the buying behavior of your Consumers and then link that back to the medium that you use so as I mentioned earlier to be the social medium So it works for high-value categories which are a family purchase So from that context understand Who your consumers are obviously but also understand How the purchasing behavior happens as a unit or as a as a family and then make the decisions accordingly So for example an IPL it works well when you are a category which is going to be bought once in five years I feel I mean it really works well then because you make that big impact people go and spend that big amount of money It won't necessarily make the impact for daily usage You know kind of items or for example what we learned at the IPL was that there are certain teams which are favorites so we stuck to marketing I mean advertising only on those On the on those matches and not throughout the IPL So I think there's some other things that you need to pick up as you go along and use it wisely Yeah, I would strongly believe that as a marketer you should effectively leverage the opportunities available in each medium television digital print Outdoor every medium has some of the other advantage So don't rule out anything just focus on you know the media multiplier try to kind of not dilute yourself But to thin but focus on you know what each channel or what each medium can bring to you and you know That's the secret to succeed So from my point of view I would say that if a marketer wants to tell impactful stories And he wants to reach maximum people if these two Objectives form part of your you know overall matrix then TV should play an important role while People choose the combination of TV and digital and social and all other options It is a great thing to do but TV will continue to lead that cut process And if you have to become a thought leader in that TV is gonna really Come handy Fantastic. I think it's been a great learning experience for me as well Right. I mean the fact that it's a much more nuanced topic. It's not just TV or digital How all the mediums are interacting with each other They have their own role and depends a lot on what life cycle your brand and your business is and the fact that TV in Itself is changing a lot by itself in this form and content. Thank you everybody. Thanks a lot Thank you guys for listening to us and holding back from lunch. Have a great day