Ron Lynch

Yeah, and the 30 minutes was going to be made out of these 30-second, one-minute segments.

Well, we ended up abandoning the idea of a half-hour show because of where the media would run.

And we took the original concept.

We hadn't run any media yet.

Okay.

This is in the concept stage.

We were getting ready to build this half-hour show, and we went, hold on, let's do spots instead.

The reason we chose to do spots instead was because the media was much more placeable, and it was much more efficient to reach the viewer.

and we could get the viewer where they lived.

Okay, so our networks matched the sport.

So if it was car racing, it was on the speed network.

If it was surfing, it was during surfing programming on ESPN2.

Ah, smart.

So the art of the...

The advertisement matched the art of the viewer.

The ads could be anywhere between $100 and $500 a placement.

Yeah, we're buying remnant time.

And there was a trick to buying remnant time.

Infomercials get the leftover scraps of media that's unpurchased.

And what we did was, in order to do that, you have to have some sort of direct response mechanism.