Yes. Consumption is a very good starting point and I agree absolutely with what Ofcom says there in terms of the need to look at share of consumption, the reach of news media and the multiple sourcing. I think, though, the problem we have with all of these metrics is they tell us about exposure to news media but they don't tell us about impact and influence. Ofcom, I believe, have done some work to look at how you might get a better sense of the impact that different news media have on individuals, as they're thinking about matters of public importance. I think that there is still more work to be done here, which is what I'm suggesting in this report -- in this statement. Not necessarily that it will provide a single more sophisticated metric to use, but it will add further helpful background when working out whether we have enough plurality or not.
One particular example I think is worth noting: a lot of the surveys which tend to be used at the moment talk about news, not surprisingly, and the importance to you of news as an individual. I think that the focus on the word "news" may be missing the point somewhat, in that there are lots of other elements of news media -- commentary, debate, discussion, investigation -- which might have more of an impact on the way people make up their minds about key issues than actually reading the news.
So I think there is scope for doing a bit more sophisticated research here, which will help us get a better understanding of just how those factors work on individuals.