Epix Coverage

Uma Thurmon Shows Rob Patterson Around Paris

The NY Magazine
November 20, 2009

Country Folk: Sam Shepard will star in Tough Trade, the inaugural pilot for Epix, the pay-cable network launched by Viacom, Paramount, MGM and Lionsgate on October 30. The show will focus on the Tucker family, a three-generation Nashville music dynasty that has drank, gambled and divorced its way to bankruptcy. Shepard will play the patriarch. But first he has to learn how to play the jug. [THR]

Sam Shepard to star in Epix pilot

The Hollywood Reporter
By Nellie Andreeva
November 20, 2009

In its first casting, Epix has tapped Sam Shepard to star in its inaugural pilot, “Tough Trade,” an indication that the fledging multiplatform entertainment service will be pursuing established talent for its original offerings.

“Trade,” from Lionsgate TV, executive producer/showrunner Jenji Kohan and co-executive producer/creator Chris Offutt, is a contemporary one-hour drama about the Tucker family, a three-generation Nashville music dynasty whose penchant for drink, debauchery and divorce has left them morally corrupt and on the verge of bankruptcy.

Shepard will play the patriarch.

Lionsgate TV president Kevin Beggs called Shepard “a brilliant, multitalented artist who will bring great authenticity to the project.”

Gavin Hood is directing the pilot, slated to start production Dec. 3 in Nashville.

Epix, a joint venture of Viacom, Paramount, MGM and Lionsgate that launched Oct. 30 with concert and comedy specials, has not announced additional carriage deals beyond its pact with Verizon’s FiOS. But the premium channel has been gearing up original production in the past couple of months under head of original programming Laverne McKinnon and is looking to launch its first original scripted program, probably a miniseries, in third-quarter 2010, with its first series eyed for a debut in early 2010.

“Tough Trade,” executive produced by Kohan and Sean and Bryan Furst, is the prime candidate to fill that spot, a prospect echoed in Epix president and CEO Mark Greenberg’s remarks about Shepard’s casting.

“We are proud to have him be a part of Epix’s first original series,” Greenberg said, adding that he has “no doubt that ‘Tough Trade’ is going to be a great story that launches our original programming lineup on Epix” and that he looks “forward to showing this pilot episode on Epix in 2010.”

Actor-playwright Shepard, a Pulitzer Prize winner for his play “Buried Child” and an Oscar nominee for “The Right Stuff,” next appears in Lionsgate’s feature “Brothers,” opposite Tobey Maguire, Jake Gyllenhaal and Natalie Portman. He is repped by ICM.

Shooting Set To Begin Dec. 3 On 'Tough Trade' In Nashville

MultiChannel News
By Mike Reynolds
November 20, 2009

San Shepard will star in the first original series pilot for movie service Epix.

The actor (The Right Stuff) and Pulitzer Prize-winning playwright (Buried Child) will appear in Tough Trade, portraying the patriarch of the Tucker family, a three-generation musical dynasty in Nashville, which is on the verge of bankruptcy given its members’ tastes for drink, debauchery and divorce.

With a creative team led by executive producer and showrunner Jenji Kohan (Weeds), the pilot was written by creator/co-executive producer Chris Offutt (True Blood, Weeds) and will be directed by Gavin Hood (X-Men Origins: Wolverine, Rendition, Tsotsi). Shooting is set to beg Dec. 3 in Nashville.

“Sam Shepard is the ideal actor to star in Tough Trade and we are proud to have him be a part of Epix’s first original series,” said Epix president and CEO Mark Greenberg in a statement. “With Jenji Kohan as the executive producer and the incredible team at Lionsgate, we have no doubt that Tough Trade is going to be a great story that launches our original programming line-up on EPIX. We are excited to begin production in Nashville and look forward to showing this pilot episode on EPIX in 2010.”

Epix, which launched with Verizon FiOS on Oct. 30, is a venture of Viacom Inc.’s Paramount Pictures, Metro-Goldwyn-Mayer Studios Inc. and Lionsgate.

Shepard will soon be seen in Lionsgate’s Brothers, opposite Tobey Maguire, Jake Gyllenhaal and Natalie Portman, directed by Jim Sheridan

'Tough Trade' Open Casting Tomorrow

Nashville Scene
By Ashley Spurgeon
November 20, 2009

So yeah! Head out to the casting tomorrow. If you’re in the background and the show’s a success, that’ll earn you Nashville bragging rights for at least five years.

(Location dream: if a fight scene is filmed in the near-empty strip of parking lot in front of local institution of vice Melrose Billiards, it will seriously make my life.)

Sam Shepard joins 'Tough Trade'

Variety
By Cynthia Littleton
November 20, 2009

Playwright-thesp Sam Shepard has been tapped to star in “Tough Trade,” the first original drama pilot set for the fledgling Epix feevee channel.

Production on the pilot is set to begin in Nashville on Dec. 3. Show revolves around a sprawling family in the country music biz. Shepard will play the patriarch of the Tucker clan.

Pilot was penned for Lionsgate TV by Chris Offutt (“True Blood”) and will be exec produced by Jenji Kohan of “Weeds.”

Lionsgate is a partner in Epix with Viacom and MGM. Channel made its debut late last month and is in the midst of negotiating carriage deals with cable and sat-TV operators.

Why Epix Might Kill Netflix

Cyber Theater
November 20, 2009

I don’t normally look to the Huffington Post to provide me with meaningful media analysis any more than I look to a rainbow trout to give me meaningful advice about the stock market.  But today they gave me something interesting, and it’s something I have to pass on.

There’s a new premium online / cable channel coming around, and it’s brought to us by major content providers like Paramount, MGM and Lions Gate called Epix. It’s essentially a gigantic movie and television clearinghouse, and right now, it’s not much in the way of news.  But it’s what it represents that could be a SERIOUS problem to places like Netflix.

Okay, here’s the rundown.  Basically, right now, in order to rent movies, Netflix has to buy them from the studios which is essentially a license to rent.  That’s why the FBI hasn’t landed on every Blockbuster Video in the country because they’re violating that terms of service agreement in the beginning of every movie.  But what if the studios got to figuring that they’d make more money offering digital download themselves?

No more printing DVDs.  Just make a master copy to upload to the server and let everyone download it.  It would invalidate the format wars forever, and put a whole bunch of home entertainment companies, especially those that specialize in players, out of business if they didn’t react fast enough.

This could be the beginning of something big…but will it be good?  Time will tell.

Sam Shepard to Star in Epix Pilot 'Tough Trade'

InsideTV AOL
By Sharon Knolle
November 20, 2009

If you’re launching a multi-platform entertainment service, why not hire a multi-hyphenate talent?

The fledgling, not-quite-network Epix has tapped actor-director-playwright Sam Shepard to star in its first drama series, ‘Tough Trade.’ Shepard, who’s very often called on to play intimidating authority figures, will star as the patriarch of the “morally corrupt” Tucker family, a three-generation Nashville music dynasty whose penchant for drink, debauchery and divorce has left them on the verge of bankruptcy, according to the Hollywood Reporter.

Epix is a joint venture of Viacom, Paramount, MGM and Lionsgate that launched October 30 on Verizon FIOS, with concert and comedy specials. The premium channel aims to launch its first original scripted program in late 2010.

While Shepard is mostly known for his Pulitzer Prize-winning play ‘Buried Child’ and his Oscar-nominated role as Chuck Yeager in 1983’s ‘The Right Stuff,’ he’s no stranger to television. He starred as murderer Gary Gilmore’s abusive father in the powerful HBO movie ‘Shot in the Heart,’ received a Golden Globe nomination as ‘The Maltese Falcon’ author Dashiell Hammett in ‘Dash and Lilly’ and co-starred with James Garner in the Larry McMurtry mini-series. ‘Streets of Laredo.’

Shepard, whose other film credits include ‘The Assassination of Jesse James by the Coward Robert Ford,’ ‘Steel Magnolias,’ ‘Black Hawk Down,’ next hits the big screen in ‘Brothers,’ opposite Tobey Maguire, Jake Gyllenhaal and Natalie Portman.

The Online Video Gorilla in the Room: Epix

Huffington Post
By Caroline Giegerich
November 19, 2009

Epix, the new premium TV channel from Paramount, MGM, and Lionsgate, launched on TV and online at the end of October. The launch opened up movie catalogues from each of the three studios to be watched on three separate platforms; the content triple threat if you will.

I worked at HBO for the past 4 years and hence was a little more eager than most to try out the product. When I initially heard about the new pay service, I was generally mystified. In a world of disaggregation, with content scattered on premium networks like HBO, online through services like Netflix and Hulu, download-to-own/rent on iTunes, and on demand, I hardly saw the need for additional options. That said, as audiences trend online to watch content, I was most interested in taking a look at the online product. Here’s a break down:

Availability
If you are a Verizon FIOS subscriber, you have access to the product. In addition, Epix is offering (150) 30-day invitation codes to Huffington Post readers who are the first to follow @epixHD on twitter and tweet “@epixhd Experience Epix #huffingtonpost”.

Content
Emil Rensing, Chief Digital Officer of Epix, tells me that as of today, there are 183 movies on the service. By the second quarter of next year, the goal is 3,000 movies. I asked Emil about Epix’s competition, eager to find out whether the channel views traditional pay networks like HBO and Showtime as competition vs. online movie providers like Netflix.

“I’m personally a subscriber to both HBO and Netflix. I love the DVD service that Netflix provides but we’ll have more content online than Netflix. HBO doesn’t yet have the licenses to put all of their movie content online.”

Being that Netflix claims 12,000 streaming titles online, I pushed Emil on his answer. Within those 12,000 titles, Emil claims 2,000 are movies,

“The preponderance of those titles is either public domain or bottom tier selections. They don’t have a lot of titles that will drive the subscription nut…We don’t buy content. We buy hits.”

User Experience
Hulu-Like Video Player

The online video itself looks and feels very similar to the Hulu experience. It rocks the same full screen, pop out, and light dimming options. Epix, however, features 720P HD quality for all of its movies.

Watching Movies Online with Friends

Here’s my favorite feature. Viewers can watch a movie with up to 4 of their friends, even if that friend is not an Epix subscriber. Here, mer0715 and I, watch The Curious Case of Benjamin Button from each of our houses in NYC and LA.

Movie watchers can type messages to each other while watching allowing an almost couch-like experience.

Distribution
Currently, Epix only has one distributor with Verizon FIOS giving them access to a pool of only 2.5 million subscribers. The two most attractive cable operators in the US according to audience size are Comcast (25M subs) and Time Warner Cable (15M subs). In July, Comcast publically responded that they were not interested in the service and think that it is in fact, “a bad idea.” So that leaves, Time Warner Cable as the most attractive girl in the room. Rumors have been floating around about a DISH distribution deal, which would pick up just over 13M subscribers and give Epix a bit more to talk about.

Price
$10 per month.

The Low Down
Epix most reminds me of Hulu at least in the reason for its creation. Hearken back to the days in which Hulu was “New Site” and everyone laughed at its imminent failure. Mr. Techcrunch himself, Michael Arrington, liked to call New Site Clown Co. before it was dubbed Hulu.

Hulu was created as a joint venture between two broadcast television networks (Fox and NBC) which wanted more control (and hence revenue potential) over the distribution of their content in an iTunes world. Similarly, Epix was built by three movie studios, who in a world of Hulu, Netflix, and Showtime, wanted more control over their content. Both decisions were risky for the companies in question. Just ask Jeff Zucker from NBC how those digital pennies, dimes, or whatever currency he’s using these days are doing.

Here’s the main difference between Epix and Hulu: Hulu acts as a central location for all content even if its not featured in its super slick video player. Epix only offers content from these three studios.

In a world of Movies on Demand, pay TV networks, Hulu, Netflix, and those things we used to call DVD’s, do we really need one more TV channel? In short, no. No we don’t.

The cable operators realize this. They have enough to sell you when you call to set up service. HBO and Showtime used to be the cash cow for the cable companies. With the advent of online and digital phone services, this is no longer the case. The revenue potential on these two services far outweighs the opportunity upside on a pay TV network. So, why would I, Mrs. Cable Company, choose to carry another pay TV network that I will have to relegate marketing budget to? Hmmm…

In short, Epix is interesting to me purely for its online subscription-model offering. They can’t compete with the movie quality of other pay TV networks like HBO. Yes, Netflix is doing online streaming but Epix claims that they will have more and better quality movies online soon. Both Netflix and Epix cost about the same but one gives you additional access to 100,000 DVD rentals and the other to a TV channel and on demand network.

Epix needs more distribution to make some noise but if they find some, things will start to get a bit more interesting. Game on.

Happy President's Day!

MultiChannel News
By Scott Greczkowski
November 18, 2009 

Yeah I know that President’s Day is normally in February… but here in the satellite world two companies celebrated the holiday today by announcing new Presidents and CEO’s for their companies.

First out of the shoot this morning was a press release from Echostar announcing that Michael Dugan is the new president and CEO of the Echostar Corporation.

Mr. Dugan is no stranger to Echostar; in fact he held the Presidents title at Echostar before and was also the company’s chief operating officer.

Many websites were surprised by this move, but I was not in fact I expected this move months ago. While Charlie Ergen has stepped down as President and CEO of the company he still holds the company’s reigns as the Chairman of Echostar. In addition Charlie is still in charge of Dish Network which is now a separate company from Echostar.

Mr. Ergen has had a lot on his plate and with the appointment of Mr. Dugan as President and CEO it takes some of the direct weight off of his shoulders. I don’t expect to see many changes with Mr. Dugan in charge.

Then Presidents day continued today at noon with DirecTV announcing that they have selected Michael White as the new President and CEO of DirecTV.

Mr. White comes to DirecTV from PepsiCo where he currently holds the position of CEO of PepsiCo International. Looking over his qualifications he seems to have a great track record of success. And those who know him say that Mr. White has a way of making the impossible possible.

I got to be honest other than the bios I have read online I don’t really know too much about Mr. White and while it appears he is a financial business wizard, I just hope he understands and allows DirecTV to expand and upgrade their technologies for the future.

While I ultimately find wild about all of this news is as of January 1st (the day Mr. White assumes his new position) both CEO’s for both satellite companies have both got their start in the potato chip industry. Charlie Ergen left Frito-Lay in 1978 and Michael White was the president and CEO of Frito Lay Europe / Africa / Middle East from 2000 to February 2003.

If history is any way to judge then we for the most part already know how Mr. Duggan will perform at his duties at Echostar, but I will be interested in seeing how Mr. White does at DirecTV. He may be new to the world of communications, but I have a feeling he will learn quickly. I wish both of them all the best in their new positions!

Thanks to the SBCA

Today the SBCA (Satellite & Broadcasting Communications Association) held its first ever online virtual trade show that they called the SBCA SkyFORUM. It was much like the industry trade shows of the past except for this show you could enjoy everything from the comfort of your desk. They had speakers talking about the industry, a trade show floor where you could see new satellite industry products and services, plus you could chat with the exhibitors and they also had a networking lounge where you could come in and chat (or network) with others about the industry. After attending a number of the speaches and touring the virtual “expo floor” I went and hung out in the networking lounge for a good part of the day talking with others about this amazing industry.

The Virtual Trade Show seemed to be a success, although it was missing some things that you can only get from a real trade show, and that is face to face meetings with folks, free pens and the ever popular booth babes.

Thanks to the SBCA for having me and to everyone who stopped and said hello and chatted with me today.

Epix Coming To Dish?

There is a very good sign that EPIX is coming to Dish Network, just before this edition of “The Satellite Dish” went to press Dish Network did their weekly uplink changes. Simply explained these uplink changes are changes to the channel maps which are sent to Dish Network customers satellite receivers. Using special equipment and software people like me can read these data maps and see changes made to those maps. (These data maps use DVB standards and are sent in the clear as part of the DVB standards) anyways it appears that Dish is getting ready to launch EPIX in both SD and HD on channel 292. And even though the maps have these channel listed in hidden mode its a good sign that Dish and Epix are close to launching the channel. However I should note that because a channel is added to the maps does not mean it will indeed launch, there have been cases in the past where channels were added to the maps then later removed. Again this is just a sign that Dish and Epix are indeed close on launching this new channel.

THE ONLINE VIDEO GORILLA IN THE ROOM: EPIX

Daily Marauder
November 18, 2009

Epix, the new premium TV channel from Paramount, MGM, and Lionsgate, launched on TV and online at the end of October. The launch opened up movie catalogues from each of the three studios to be watched on three separate platforms; the content triple threat if you will. In a world of packed viewing options, how did we get to the point where three movie studios have launched a new pay TV channel?

Here’s the skinny. In 2008, Showtime’s contracts with Paramount, MGM, and Lionsgate expired. You see, in the premium pay TV world, channels like HBO and Showtime manage two streams of content: their original programming including both television series and films, and their movie studio content. These channels pay the studios premiums to air their movies on TV for a determined amount of time. When these contracts near expiration, negotiations settle in.

In this case, the negotiations between Showtime and these studios were fairly contentious. The studios wanted a higher fee than Showtime was willing to pay. So passionate were these negotiations, the studios basically declined revenues from Showtime entirely to instead walk away from the deal entirely. Showtime will now lose Paramount films released after Jan 1 2008 and MGM/Lionsgate films released after Jan 1 2009. That includes heavy box office winners like Iron Man ($318M US box office) and Indiana Jones and the Kingdom of the Crystal Skull ($317M bo).

Instead of negotiating with another pay TV channels, like HBO or Starz, the three studios instead pursued the completely unexpected option: form their own pay television network.

I worked at HBO for the past 4 years and hence was a little more eager than most to try out the product. When I initially heard about the new pay service, I was generally mystified. In a world of disaggregation,with content scattered on premium networks like HBO, online through services like Netflix and Hulu, download-to-own/rent on iTunes, and on demand, I hardly saw the need for additional options. That said, as audiences trend online to watch content, I was most interested in taking a look at the online product. Here’s a break down:

Availability

If you are a Verizon FIOS subscriber, you have access to the product. In addition, Epix is offering 50 thirty-day invitation codes to Marauder readers who are the first to Follow @epixHD on twitter AND tweet “@epixhd Experience Epix #DailyMarauder.”  If you miss your chance, you can also get a weekend invitation code if you visit the site during the month of November.

Content

Emil Rensing, Chief Digital Officer of Epix, tells me that as of today, there are 183 movies on the service. By the second quarter of next year, the goal is 3,000 movies. I asked Emil about Epix’s competition, eager to find out whether the channel views traditional pay networks like HBO and Showtime as competition vs. online movie providers like Netflix. “I’m personally a subscriber to both HBO and Netflix. I love the DVD service that Netflix provides but we’ll have more content online than Netflix. HBO doesn’t yet have the licenses to put all of their movie content online.“ Being that Netflix claims 12,000 streaming titles online, I pushed Emil on his answer. Within those 12,000 titles, Emil claims 2,000 are movies, “The preponderance of those titles is either public domain or bottom tier selections. They don’t have a lot of titles that will drive the subscription nut…We don’t buy content. We buy hits.”

User Experience

Hulu-Like Video Player

The online video itself looks and feels very similar to the Hulu experience. It rocks the same full screen, pop out, and light dimming options. Epix, however, features 720P HD quality for all of its movies, if you have a connection speed which can handle it of course. If not, it delivers the video to you in a quality compatible with your connection speed. Hulu also has films in 720P through their HD gallery although I only peeped 3 TV episodes in the library when I drove through this morning.

Finding What you Want

Either browse or search for content using predictive content options based on what you type in the search box. In this case, I was typing “Valenti” . I wasn’t looking for My Bloody Valentine but instead for the Valentino documentary.

Watching Movies Online with Friends

Here’s my favorite feature. Viewers can watch a movie with up to 4 of their friends, even if that friend is not an Epix subscriber. This is an acquisition and retention play of sorts but a very smart one at that. To make the analogy work a little harder for you, imagine if I could call you, the non-HBO subscriber, and invite you to instantly watch that next episode of True Blood with me from each of our respective houses. Yah, pretty neat. Here, fellow Marauder Martha and I, watch The Curious Case of Benjamin Button from each of our houses in NYC and LA.

Movie watchers can type messages to each other while watching allowing an almost couch-like experience. Martha and I tested this feature three times over the course of a week. Our results varied from seamless to all-out failure.

Portability

The content is currently only available in a streamed model meaning that the viewer can only watch when connected to the internet. Starz Play, the online offering from Starz also available from Verizon FIOS, is instead a download model offering the option to watch movies on a computer screen or portable device even when Google decides not to holiday gift free Wi-Fi to the masses.

Distribution

Currently, Epix only has one distributor with Verizon FIOS giving them access to a pool of only 2.5 million subscribers. The two most attractive cable operators in the US according to audience size are Comcast (25M subs) and Time Warner Cable (15M subs). In July, Comcast publically responded that they were not interested in the service and think that it is in fact, “a bad idea.” So that leaves, Time Warner Cable as the most attractive girl in the room. Rumors have been floating around about a DISH distribution deal, which would pick up just over 13M subscribers and give Epix a bit more to talk about. The other pay TV networks are watching, but not really paying attention until Epix finds someone to carry the channel to more people. And even then, it’s really Showtime which has the most to worry about. It seems as though CEO Matt Blank may agree on this one.

Price

$10 per month. The service was initially offered its first weekend as a free preview.

The Low Down

Epix most reminds me of Hulu at least in the reason for its creation. Hearken back to the days in which Hulu was “New Site” and everyone laughed at its imminent failure. Mr. Techcrunch himself, Michael Arrington, liked to call New Site Clown Co. before it was dubbed Hulu.

Hulu was created as a joint venture between two broadcast television networks (Fox and NBC) which wanted more control (and hence revenue potential) over the distribution of their content in an iTunes world. Let’s just remember how NBC felt about Apple during one painful period in which The Office wasn’t available on iTunes.

Similarly, Epix was built by three movie studios, who in a world of Hulu, Netflix, and Showtime, wanted more control over their content. Both decisions were risky for the companies in question. Just ask Jeff Zucker from NBC how those digital pennies, dimes, or whatever currency he’s using these days are doing.

Here’s the main difference between Epix and Hulu: Hulu acts as a central location for all content even if its not featured in its super slick video player. Epix only offers content from these three studios.

Epix isn’t interesting to me as another pay TV network. We have HBO, Cinemax, Showtime, Starz, and a few others you probably don’t even realize you have. In a world of Movies on Demand, pay TV networks, Hulu, Netflix, and those things we used to call DVD’s, do we really need one more TV channel? In short, no. No we don’t. The cable operators realize this. They have enough to sell you when you call to set up service. HBO and Showtime used to be the cash cow for the cable companies. With the advent of online and digital phone services, this is no longer the case. The revenue potential on these two services far outweighs the opportunity upside on a pay TV network. So, why would I, Mrs. Cable Company, choose to carry another pay TV network that I will have to relegate marketing budget to? Hmmm…

Back to the consumer perspective. To really dig in on this, it’s important to quickly reference the content windows.

Traditional Windows

Time

Platform

Start

Theatrical Release

Theatrical + 4.5 months

DVD Release/Rental

DVD + 1.5 months

Pay Per View (PPV) Rental

PPV + 6 months

Premium (HBO, Showtime, Starz, etc.)

Premium + 15 months

Free TV (ad supported)

Here’s an example of this structure using a recent box office hit: Paranormal Acitivity. The traditional window, previous to Epix, would look like this:

(Please note. Apart from the movie release, these are NOT announced dates, simply a look at traditional movie windows.)

Movie Release: October 2010

DVD Release/Rental (Netflix): February 2010

Cable Movies on Demand/PPV: March-April 2010

Premium TV Channel (Showtime): September 2010

Free TV: December 2011

So, let’s pretend you’re a Comcast subscriber for a moment. You would have been able to watch the movie on DVD first, then buy it through your Movies on Demand service, then watch it through your Showtime subscription, and finally some time close to never watch it on free TV. Head spinning yet?

Well, Epix is now on the scene and Paranormal Activity happens to be a Paramount film. So, now the film will no longer be available on Showtime.

So now, the story goes first on DVD, then Movies on Demand through the cable company, then Epix on TV and online, and finally when hell freezes over on free TV. Confused again? Yup. I haven’t even mentioned that Netflix is considering delaying their DVD rental offerings 30 days to pay the studios less. Oh, and of course, companies like Comcast are pushing day-and-date movies on demand offerings with the DVD window.

All I wanted to know was when and where I could watch the movie again. Crikey…

In short, Epix is interesting to me purely for its online subscription-model offering. They can’t compete with the movie quality of other pay TV networks like HBO. Yes, Netflix is doing online streaming but Epix claims that they will have more and better quality movies online soon. Epix is connected to a distributor whereas Netflix need not rely on one. Both subscriptions cost about the same but one gives you additional access to 100,000 DVD rentals and the other to a TV channel and on demand network. Epix has the closest relationship and pull with the movie studios except in this case, its just three of them.

Epix needs more distribution to make some noise but if they find some, things will start to get a bit more interesting. Game on.