Bivens: The opportunities with media, I believe, are important to all sports. Everybody's experimenting right now. No. 1: How can we use social media to reach out and create new fans and connections. The next step -- and we're nowhere close to this -- is can you monetize it and how might you do that. Whether it's Facebook or Twitter isn't so important. Six months from now there might be something else. The issue that all sports have is that we don't compete just with sports. We compete with any other way fans spend the little bit of free time they have. Clearly, we are entertainment, which means we have to be reaching out to young people. We have to be generating and creating this interest when they're 12, 13, 14 years old. The 12-, 13-, 14-year-olds aren't into appointment viewing. They'll follow the leader boards while they're skateboarding or doing whatever else they're doing and they're going to do it on their hand-held devices. So how do we reach them and how do we connect with them? It may be a little bit more challenging in golf because golf is traditional, but it is something that cuts across all sports right now -- the NBA, the NFL -- it's how you keep and grow your fan base.