We believe this is a rallying cry – a rallying event – for NBC Universal for our digital strategy.

This isn't just about driving growth. It's about staying in business.

Conventional wisdom, it's an enemy at a time like this. In media today, I don't think there is a single rule that can't - and frankly, probably shouldn't - be broken.

We envision connecting more deeply online, on mobile and on demand with key consumers throughout their various life stages -- from their unique interests to their finances to their health and well-being. We are also looking to create a more customized consumer healthcare experience, working in association with GE Healthcare.

We believe this is a rallying cry - a rallying event - for all of NBC Universal from a digital perspective. It gives us scale and it creates the kind of growth engine that we expect for our digital efforts.

It's fair to say that a good part of it will be free. It's too early to tell.