generation or to gen z. and that will be an increasing challenge for state media to really speak to younger audience, notjust china, but around the world. so how they manage to co—opt or work with the independence content generators who produce much more, by all means, much more snappy headlines, will be an interesting interplay to watch. and before i ask you howard, sean, i want to ask you, when you were in xinhua in beijing, did you have a sense that you are right in the middle of one of the most important chinese institutions in terms of how it positions itself in the world? because if you listen to yuan and joshua and others, clearly, that is where it is heading. put it this way, we had an army regiment on the office campuses. did you? we did! we knew it was lunchtime when they sang their patriotic songs. so you were fully aware. i was fully aware. that is where we have to leave it. many thanks to all of our guests. thanks for watching wherever you are and will be back very soon on the media show on bbc news.