Higher Viewer Subscription Charges for Broadcast of World Cup and Sports Programmes
But as I said earlier, fundamentally, the challenge is not something that you can overcome because the fundamental nature of this is that the rights owner, FIFA, has a monopoly over the rights. It is a content owner who has increased in popularity around the world and they are now having the ability to charge higher prices to all markets. And in a market like Singapore, which is small, which has high demand for football, they will look at that market and say, "Well, I think you have the purchasing power to pay a high price", and they will do so accordingly. They cannot do this indefinitely because, at some point in time, if we are prepared to say, "Look, we will walk away", then they will realise that the dynamics are changing. But until then, until such time that this happens, it is very hard to change the fundamental dynamics, which is, that they will look at us as a market that can afford this rate.