Ashish Patel

So I mean, the...

And, you know, again, kind of referring to a question you asked before is how do you prepare for things that change in real time?

How do you prepare to shoot for multiple platforms?

The thing is, we just have to be ready with a very detailed shot list ahead of time and

So this is kind of, you know, one of the things that my team helps with and tries to assist our editorial and studios teams with is data and insights on what's working on, you know, what's increasing our consumption, our distribution, our shareability.

So what we look for is, you know, we basically tested a lot of different interview formats and we've nailed down a format that really resonates for us across different platforms.

So, you know, kind of the traditional sit down interview is you see your reporter sitting down next to their subject and.

shoot that discussion from a wide angle.

What we do is we kind of think of it more as a video op-ed style where our interviewer is not in frame.

The questions are not vocalized or heard over the audio in the video.

And we shoot right to the subjects very close up to their face and really let them give us their opinions.

And we've seen that

There's a lot of reasons that that could kind of drive better performance.

It could be the fact that it's a bit of a unique execution, but we really think it's a very optimal format for how video is generally distributed over social, specifically over Facebook, where most video consumption today is happening on mobile devices.

And, uh, you know, it's happening in autoplay and feed.

So we see that that kind of striking, uh, straight to camera visual has been really helpful in terms of consumption on those assets.

Yeah.

So, uh, the word art that, uh, what you're referring to is a great job at it.

I mean, it's amazing.

Yeah.