The Voice is a huge show in Australia. It was a massive success. We just finished second season. Part of the challenge of doing Voice season two was to learn a great deal about how this worked.
We looked at a number of things. One is we needed encoding in the cloud. We didn't want to have any [INAUDIBLE] way to do that, so we needed a very strong capability to be able to ingest and encode and store that video content. In season one, it was taking upwards of 24 hours to get those performances online. In season two, we were doing in around 12 minutes.
The other aspect was clearly very important to us was analytics. We were glued to Ooyala Now during the show, watching those analytics on almost a 24-hour basis. I think what was most interesting was, while the show was being broadcast, we were seeing upwards of 50 to 80% of people on a mobile device, and within a few weeks of the site going live, we were making quite substantial changes about what playlists were available on what device, putting the video player on the homepage of the tablet as opposed to not on the desktop or mobile devices. The thing I like most about Ooyala is that they, too, are very [INAUDIBLE], so it gave the Shine management a great deal of confidence that this was the right partner to go forward with.