Podcast transcript: Episode 23- The Future of African Streaming

Transcript

Host: Good afternoon, everyone. My name is Chijoke Uwaegbute and I'd like to welcome you to the Experience pod, where we focus on emerging technologies, trends, and their impact on the business landscape in Nigeria and across Africa. And today we will be talking about the future of African streaming. But a little bit of background cleaning , looking at the African streaming industry, according to the 2019 Africa media report, when Africa is mentioned on television, it is only done so in a positive light, 14% of the time. Researchers of the report found that global narratives centered on Africans are commonly focused on trauma, crime, and poverty. The researchers also analyzed over 1.6 million US tweets related to the African continent and found that most tweets in the sample closely aligned with the negative sentiments prevalent in news and media coverage of Africa.

This indicates that even with the rise of globalization, and user generated content sharing. There is still a long way to go to ensure that Africa is portrayed in the media in a way that is reflective of reality. Now to deliver more colorful and honest narratives from everyday Africans in the world Mr Osita Oparaugo. launched Ogelle in 2018 with the aim of being the highest aggregator of African only user generated content. Ogelle is a platform founded on community, trust and transformation. 

To add insights to this conversation. We are joined by filmmaker, business consultant and Ogelle's founder, and my brother from Imo states, Barrister Oparaugo. Welcome Osita and we are happy to have you. 

Osita: Thank you very much. Chijioke . Thank you. I'm happy to be here. Thank you. 

Host: Good. Now let's just kind of dive into the matter,you called your platform Ogelle and that's an interesting name. Can you tell us what it means and what is the inspiration for the name? 

Osita: Ogelle is an Ibo word and is a musical instrument or an instrument that is used to disseminate information. Back in the days town criers used it, but the funny thing here is Ogelle is Africa , in Swahili and Tanzania Ukrainian all the countries in the east, that speak Swahili. Ogelle is called Gengele; they have it as well. And It is doing the same thing that he does in west Africa. In South Africa, they have a different instrument. That's called Vosella. The Vousella that was very popular during the world cup. But before the world cup , Vosella is used also as a means of information dissemination, So Ogelle for us is a lesson. This platform represents a means of spreading good news about Africa. 

Host: You know, you're a Barrister and yet you're also a filmmaker. So I kind of understand this journey. Could you walk us through your path, from studying law, attending Harvard business school to becoming Ogelle's founder. What has driven you to where you are today? 

Osita: Thank you very much. And thank you to our listeners. Yes, I am a lawyer. I went to the university of Buckingham in the United Kingdom , went to Harvard , but to be very honest, I am a lawyer for my Dad and I am a filmmaker and the founder of Ogelle for myself. When I was 17 years old, I told my dad I wanted to be a filmmaker. And he didn't understand that. He said, what is Film? I said, but dad you watch him every day. And he goes No, I don't know what Film is. I said but Dad you watched Zebudia he said, no, I don't know what that is. Zebudia is a soap opera anywhere. That was very, very intriguing at those times. . Come on dad. He said, okay, enough of this conversation. So the next morning he woke me up at 6:00 AM and called my mom. And he said, if you are old enough to tell me what you want to do or who you want to become then you are old enough to get out of my house, go get your house and then take care of yourself.

So I became a lawyer for my dad and eventually became a filmmaker for myself, which is my passion. And to be very honest, Ogelle is africa. People talk about Africa in a very negative and narrow minded kind of approach. But for me, the only way to talk about Africa is to give Africans the power to define who they are. Creating Ogelle as a user generated video content sharing app is one of those decisions that I made and spoke to a few friends of my people who invest regularly in my other businesses. And they said to me, Osita , we have trusted you so much, but on this one you are alone. Especially when they hear that our competitor will be YouTube or Facebook.

So they said to me, you are alone. But for me, I take solace in uncertainty. You know, there is this energy of uncertainty that drives you, that doesn't come out of experience. It only comes out of curiosity. Why is it that no one has created a user generated video sharing app for African content only ,you find that in India, you find it in China, you find it in all these places.

Listen. When most people from the West looked up to CNN as the only way of getting information, right? The Arab world felt that they weren't much represented in CNN's side of things and they came together. And formed Al-jazeera. So I now said to myself, how can we keep complaining every day about Africa and not give in power to the Africans to create content that will define them?

That's what Ogelle is all about. So, Ogelle gives opportunity to every African, no matter where you are, no matter the language you speak to create your video, share it on Ogelle at least within your community or people who talk your language. 

Host: Wow. That's a really packed answer that you've given Osita, but when I think about what really drove you and the fact that you've taken this path ? I think that's a podcast. We need to have another day to talk about the choices we've had to make, because you just told a story that is similar to mine , why I ended up as an accountant, but I wanted to be a professional footballer., and then looking at what you've talked about in terms of telling the African story and I like what you said about YouTube as well. But for me, I'll just ask the question that, , now you've mentioned YouTube. Why should a content creator or a consumer decide to use your platform over YouTube? You've talked about the African center member . As Africans we are also using YouTube as Africans.

So what's the differentiator? Why should I consider Ogelle over YouTube or any other platform? 

Osita: So Ogelle is African. You see, for content creators, right? For you to first monetize your content on YouTube, you have to have 1000 hours of 1000 Subscribers. And about 4,000 hours of watch time. This makes it very difficult for most content creators in Africa to be able to monetize their content because you are talking about 1000 subscribers, how long is it going to take you to get a thousand subscribers and maybe get 4,000 hours of watch time? 

So the entry barrier is actually high and it is disadvantageous to Africans because of course you have to have the data. You have to have the infrastructure for you to be constantly creating content for you to get to those threshold. But on Ogelle you get your content today. You put it on Ogelle today. Once you want to meet the threshold you monetize your content the same day? So once you get to that threshold, you monetize your contents on that day . And then again, if you are an African content creator, you have that community of people looking for that content, It is a lot easier for them to see your content.

You're not throwing your content into a platform where it is swallowed by other content coming from all over the world. So you putting in your content in a platform that is for African content only, And then again, , the language is also an advantage. So on Ogelle, we have what we call community categories, 

So if you speak in Swahili and you are in Tanzania, you create your content in Tanzania, in Swahili, and you put it in the Swahili category on Ogelle. So that means people who speak Swahili come to Ogelle, they easily find your content. So Ogelle gives African content creators more visibility and gives them the opportunity to reach a wider audience.

Host: Really, really, really great answer. And, I really like what you've talked about in terms of being able to make it wide and being able to also have people with a lower threshold coming to create content and monetize their contents. However, I asked myself the question, you're not a charitable organization. That means you also have to make money to be able to then help the content creators monetize their content. So I'm going to ask you two questions in one, one, what is your business model in terms of source of revenue? How do you make money as Ogelle? And then how does that translate to the users?

And then the second one is also what are other models that you're also considering in terms of trying to grow your business? And then I think you also had mentioned threshold, so it will be also great for our listeners to understand the threshold. Which you have to meet to be able to start monetizing your content on Ogelle.

Osita: Thank you very much Chijioke. The threshold is a thousand views. So when you create a content and put it on Ogelle ,as low as a thousand views which you can get in hours, you start to monetize that content but the content has to be original. It has to be your content. So you're not going to take Davido's content and throw it up on Ogelle and expect that it will be monetized. No, but it has to be original content that belongs to you. And then of course, from a thousand views and upwards, you begin to monetize your content. And then for us, yes, there are several revenue streams on our platform. And of course we thrive ourselves in the understanding of the market, the African market.

So we're doing a lot of production for big corporations who want to have their brand seen. So we create a lot of brand awareness. We have some dedicated challenges that we do. So for the sake of this conversation, let's say Coca-Cola launches a new product, so they can contract Ogelle, and then we organize a special challenge.

So have you seen that brand? Have you used it before? If you've used it? What do you think about it? So you create a video around that creation from Coca-Cola. So you create a video around it, create a channel on Ogelle, Post it, at the end of every month the video with the highest view makes money from Coca-Cola through us.

So we create challenges for brands who want to get their product out there. And then of course, that's also another revenue model, the ads on the platform, that's a revenue model. And then again, by the last quarter of this year, we'll be launching theOgelle Premium. So ogelle is actually a user generated content (UGC) and subscription video on demand (SVOD) platform in one, It's a doer technology.

So when you log to www.ogelle.com or you download the app or you click on it, that landing page is the UGC on the left side of it, if you click on premium the entire platform becomes an SVOD. For you to watch any of those premium videos, you have to be a subscriber to watch them. So that's also a revenue model for us.

Host: I mean, thank you for that feedback. In fact, you've actually answered one of my questions about whether you're also going to have some kind of video on demand type operation, because it looks to me that there's UGC and also video on demand. Now, just to kind of shift gears a little bit,

I'm now looking at globalization and the fact that Ogelle , you've talked about it as a strictly African platform. Now, how do we then start looking at Ogelle from a globalization standpoint where we are taking Africa to the world, and bringing the world to Africa, that's kind of the first part. And then the second part would then be, What do you consider as African content because that's, for me, is it content about Africa or content they create in Africa?

So Could you kind of speak to those two comments. 

Osita: Thank you very much. You see globalization is the strength of Ogelle . You see, when we talk about globalization, sometimes people look at globalization only on the economic side of things, but when you talk about globalization and look at it Holistically, you will talk about economic globalization, we talk about political globalization, and you talk about culture. So the cultural globalization is that that has awoken a lot of questions because it has to do with people and information. And you can now talk about people and information when the people don't have the power themselves to create that information that consents them.

You see, Allan Ginsburg says that whoever controls the images and the people control the culture. So now globalization has helped a platform like ours Ogelle to see how people react to talk about people, black people, Africans in America, in the diaspora who are now reaching out to a platform like ours to post their content, creating content in America, posted on Ogelle talking to the Africa market. So globalization has walked in a way that we have today. We have nearly 173,000 users on our platform from Russia. These people are looking for African contents. So for us, globalization is the strength of our platform because it has got people talking about the culture of globalization, which is an aspect that we look into and say, Hey, listen, we now understand that video is a very powerful tool for people to share information and we want Africans, no matter where they are in the world, to be able to now define who they are using. Of course, globalization or globalized means of communication, which has made us all one unit. 

Host: I mean, thank you for that brilliant feedback. I really think that you should stop looking at me because I think you're beginning to read my mind.

So, because the next question I had was something to do in merchandising and globalization. If you look at trade and investment, for instance and how other platforms have driven an increase in trade and investment across the world. Like, I'll give you an example for squid game, for instance, Netflix, there was 170% jump in the search for red jumpsuits.

Everybody thought red track suits, everybody wanted to do a squid game copy and the actual, everybody went to go and buy that piece of merchandise . Now, if you look at that, from the perspective of Ogelle as an African platform, we talk about the African continental free trade agreement, and the fact that we are trying to drive trade across Africa, what role do you see ogelle playing in driving trade and investment across Africa. 

Osita: So thank you very much for that. So you said, what role do I see Ogelle? So I would like to put it this way, what role is Ogelle playing already in promoting trade and investment? Because I can tell you categorically that some content creators who have makeup brands, who have clothing lines, are using our platform to reach a very huge audience.

In fact, three very top, creative designers who make clothes were outreaching the diaspora market via our platform in a way that they come back to us to say, Hey, listen, can you please put our videos in your suggested category. So people can see those videos more. People who make localized skin products for black people are putting those content on our platform to promote their trade.

And beyond that, Countries are also talking to us to use our platform to promote tourism. In fact, if not for these Omicron, the viral of COVID-19, we're supposed to have partnered with the government of Benin Republic to host this year's Vodoun festival. Vodoun Festival is one of the best 10 festivals in Africa.

Talks got to an advanced stage before the Omicron virus. So countries are using our platform. Now investment promotion agencies of various countries are using our platform to promote tourism. So we are already deep into promoting trade and investment in Africa. 

Host: Brilliant, please. I love to go to the Vodoun festival.

So whenever that comes up, I would really love you to just, send me an invite and I am going to hold you to that 

Osita: Fantastic. Fantastic. we would do that? 

Host: Yeah. Cause I'm thinking you are beginning to use some of those vodoos by anticipating my questions. And thanks for that. And just to kind of also switch gears again, try and look at emerging technologies.

You recently co-hosted a life event on decentralized finance as a pathway to growth for Africa and cited that Africa can not continue to play catch up on blockchain technology. Now, considering how content creators globally are beginning to make money off blockchain based NFT. Is there a likelihood that you'll expand into this space or adopt any other blockchain based technology processes on Ogelle?

Osita: Yes. So most definitely NFT is what we support. We will most definitely encourage content creators to use that because it would fight piracy. It would give them strong ownership of their property of their [00:20:00] content. And for blockchain, of course, Africa can't afford to play catch up because that is the future of the world.

That's where the world is going. And for us, by the last quarter of this year, we are incorporating a payment mechanism where people can pay for our premium content and our educational content using any of the cryptos. Of course, he wants to have the wallet. Then you can swap and then make payment on our platform.

Host: Yeah. Thanks. Thanks for that. And just another question around these emerging technologies, because I see this really as the next level for a platform like yours, if I think about the fact that the UGC space is further disrupted with increased interest in virtual, augmented and extended reality.

If you think about the fact that we have over 200 million users engaging in augmented reality content everyday on Snapchat and 600 million doing the same every month on Facebook and Instagram. For me, there's a clear desire for these technologies. So looking at Ogelle for instance, do you see any use cases for virtual augmented reality in your own operations and are there other emerging technologies on your radar?

Osita: So on our radar, Well, I'm not going to discuss that because there are, and of course that will be a business secret, but in virtual reality, we are not going into that yet. 

Host I thought we were friends Osita, you know you can talk to me. It's just between friends. 

Osita: Yeah. Oh, of course I can talk to you, but you know that you guys are also in the business of making money and I don't know who your next guest would be, and I don't know who the listeners are.

So let's just leave that and continue with the question on AR yes we are deep in it but on visual VR. No, not now. You see the problem is these things are readily available, and when you look at the numbers, the numbers are huge, but you begin to ask yourself coming from an African point of view. There are some issues that inhibit users going into VR because VR is on another level, but on AR people who have smartphones can get engaged on it.

And they are actually getting engaged on our plan. Thank you. 

Host: Hmm. Okay Osita. Vote Osita for president because definitely this is a clear political answer but I do understand, the points you've made about AR, but we'll watch this space or what you are looking to do in VR as well, but just taking another view because I like what you said about the whole thing about VR being on another level, but if I kind of take a step back and say, even with all the smartphones we have on everything, , internet penetration is also a big issue and the cost of, data, if I want to use it in a common parlance, right? So. How are you also going to overcome that challenge to be able to put Ogelle on every smartphone in Africa?

Osita: It will not be difficult because we have actually started this conversation. We are talking to two phone manufacturers now. Who wants to have, Ogelle app pre- installed on their phones. So you will be surprised of course, that in the next six, seven months we'll make that big announcement. I mean, it will not surprise our users to hear that announcement because they know we are committed to making Ogelle the mirror in which the world sees Africa.

And for us to do that, we have to make sure that manufacturers of smartphones understand the numbers that we command and see the need to have Ogelle pre-installed on your phones. If they really want to sell those phones in Africa and on the issue of data, we are looking at developing a new technology.

In fact, it's not new. So to say, but it's a technology that we are putting on Ogelle that will help people even on 2G watch videos with less data. So that is a way we think we will help our users in, of course, maximizing their data. So even if you have a 2G kind of internet access, you will be able to watch content on Ogelle. Great. 

Host: And if you tell me that technology you are trying to develop, you'll probably have to kill me on everybody recording in this studio. No, 

Osita: No of course you are an Accountant, I'm a lawyer. So you know I will not tell you. 

Host: Osita, this our friendship, I don't know if it will survive this interview clearly but., there is one thing that when I went to the platform and I was looking through the platform, and one of the things I saw was some educational content, for people in JSS and SSS as well. So just looking at that and, thinking about your vision for the platform, we noticed this inclination, even from what you've said in your opening statements, an inclination towards youth and education. Do you want to talk a little bit more about that vision and how, what you're looking at is going to help drive, youth engagement and also education taking education?

to as many people as possible, because I can see that, that seems to be one of the things that you are driving on the platform 

Osita: yes, you see next month, I think about the first week of may, we will be launching education with that wall ,education without what will come under Ogelle e-learning and it's going to focus on stem.

And on stem, our focus again will be post-primary education, so we see that Africa cannot develop. If we don't rethink post-primary education . And rethinking post-primary education. There must be a shift towards science and technology. Everybody considers Africa as the youngest continent in the world, right?

And most people say from projection that by 2030 Africa will have nearly 1 billion people under the age of 25. If we have 1 billion people under the age of 25 and we are able to train , Just 10% of that 1 billion people on stem. That means we're going to have a hundred million people who understand science and technology. And when you now say that the world is moving to a 5g and are we not talking with 2G .we are talking with 2G we are talking with 3g. We are talking with 4g and 4g Lte what's 5g for. 5G is to ensure seamless streaming, streaming of what? Content, content created by whom?. Content created by the west or content created by Africans. If this is content created by Africans, what equipment are they using? So you see that we must rethink the secondary education system in Africa, and it is time for us to move into science and technology.

So what we are launching on Ogelle, education without walls, is dedicated to stem learning in Africa because we know we have the numbers, the youth, and it is time that we educate them in this direction. 

Host: Fantastic, that's a really great aspiration. And with all the things we heard, I wish you the best in that regard as well.

So let me change direction now. What team do you support? Do you watch sports? 

Osita: Oh, yes I do. 

Host: And any particular sports, what do you typically watch? 

Osita: Soccer, football. 

Host: Soccer, you know, that 's an American person with soccer. So what team do you support? 

Osita: Chelsea? I come from a family of four. My dad went to school in England. He's a Chelsea supporter and I have two other brothers Three of us are all Chelsea's fan 

Host: Like I said, you are no longer my friend, you support Chelsea , the interesting thing is that my team is, I started supporting a team called Spartans which later became we wire on national, which is presently called Heartland FC.

So I'm more African than you are, you Chelsea Lover ,Chelsea supporter. 

Osita: You got me. You really, really got me. Okay. I support the Rangers. I have changed.

Host: So to the listeners, this friendship is officially over because he's a Chelsea supporter. I don't want to say certain things here, but, clearly this friendship is over. So let's talk about predictions. So what was the last prediction you got wrong 

Osita: That Russia will invade Ukraine. I didn't think that was going to happen. 

Host: I was hoping, you'd say it was a prediction about Chelsea that you got wrong. And, I guess the other question is tell me one view, you seem to find very few people agree on. 

Osita: So, I believe that decentralized finance will unite the world. I believe that in the nests, maybe five, six years, 75% of the traditional banks will go.

And most people look only at the risk factor. And in fact, people from the public and private sectors considered the risk factor in decentralized finance. But I see beyond the risk factor and I think that decentralized finance will unite the world 

Host: Great and, Let's let's go a bit lighter. That was quite heavy, decentralized finance, I'm listening to a lawyer turned a content creator. Now talking about decentralized finance with such passion and talking about education and globalization, is there any fun part to you at all? Is there really any fun part of you that I can like right now? So can you go a bit lighter and tell us a little bit about what you do for fun when you're not conquering the world?

Osita: I hope my daughter is not going to hear this but to be very honest right now, it's all about work it's all about work. We are on a mission. We are on a mission to create that platform where every African will have the opportunity to create a narrative that suits them. And until we get there, there is no fun part to this man but Chelsea, yes.

Host: You walked right into my trap because you mentioned your daughter. That means you're going to be raising a millennial. And you're going to have to answer this question. So how do you raise a millennial generation in the crisis mode that we are in now?. And I hope your daughter is listening. So be careful. 

Osita: Okay. So at this point, I think it's all about communication. I think it's all about constant communication because the information is readily available everywhere. They have all these things, looking at them, Even when you say, you have parental control over some equipment, but when they go to school, what of what their friends bring when they go out, when they go out and drink or what?

So you really, really have to have a relationship beyond the Father-Mother, Father-son, Father-Daughter kind of relationship and make that relationship fun when your Kids will be able to talk to you no matter what the situation is. And then at that point, when you are friends, they will tell you everything. I think the key thing for me is making friends with my girls. 

Host: That was a good answer. That was a very good answer. Your daughter will be proud of that answer but thinking about what you've just said now, and the fact that you own a platform. Now, as Africans, we have a very strict moral code. And, we're very particular about what we watch, you know, and what we see out there.

So in Ogelle, do you have any type of filters that ensure that the kind of content you put there is the kind of content that is appropriate for viewers and not where you then have to start putting in content that may not necessarily Show Africans for who we truly are, which is we're very proud people. We have some of the youngest population out there who are actually doing great things. So what kind of protections do you have on Ogelle as a platform to ensure that the content that you put out there is appropriate? 

Osita: Yeah, so, that actually was a concern with Apple before we're licensed to run as a user generated platform.

First off, it's kind of coming out of Africa. Yeah, their concern was how are you going to safeguard the content and what people put on your platform? So we have this AI installed, of course, pre-installed on our backend that captures some words that are inappropriate. So we have over a thousand keywords that once you use them during upload, those videos will not show on our platform and beside that we have six other people with two supervisors who walk eight hours a day from different time zones crawling through the site. So we have the AI in motion and we still have physical people who go through our platform to make sure that whichever content that misses or the AI misses, sometimes people throw up porn, on our platform and don't use the word sex or any of those kinds of words that are prohibited from coming on our platform. So we have these people who say what your mama gave you. And what your mama gave for you. Mama is allowed, given you are allowed and boom that video is on our platform and then people who crawl the back end would bring it down immediately.

So our platform is safe. It's secure, it's built for Africans and we have really high, moral standards. And we try to upload that on our platform 

Host: Thank you for that answer and, I think, that also gives a level of comfort to the people listening as well. So for me, I think this has been a really brilliant interaction, and I think I've learned quite a lot about you and your platform as well.

And I don't know if you have any closing thoughts or closing remarks, which you'd like make before we close out this 

Osita: podcast. Yes. So I'm going to appeal to all the listeners and everyone out there to embrace our platform Ogelle. There is an African adage that says if the Lion fails to tell their story or his story, the story will always glorify the hunter.

We can't sit down and sit back and say Africa, when you analyze. one million Tweets, half of it is talking about the negative path of Africa. We can't sit back and keep receiving. We have to come out now that the world is globalized, we'll have to come out and use our equipment, use our videos to create and share them on Ogelle to tell the world the kind of Africans that we are. Share those videos that define us, videos that talk about us and you see for us, it's about yes, Ogelle is a business venture. Right. But beside being a business or venture, it's about the core preservation of who we are as Africans. So this platform Ogelle is African, so we appeal to Africans no matter where you are, no matter the language you speak Africans in Africa and Africans in the diaspora. Meanwhile, maybe I didn't tell you that out of the first 10 countries in the world that use our platform, the United States, United Kingdom, Canada, Ireland, and sometimes Belgium comes among the first 10 consistently for two years.

So, which means Africans in diaspora, are also on our platform, believing that this is where they belong. So our appeal is wherever you are as an African Ogelle your platform is www.ogelle.com. Thank you for this opportunity. Thank you very much. 

Host: Brilliant answer to the question.

I'm sure your daughter is going to be proud watching this and seeing how her father is responding to the questions and interestingly. That was a question that our previous guest on this podcast had put out there for our next guest to answer. And now I'm going to also give you an opportunity to also do the same thing.

When you think about disruption rights and what perspective would you like to get from our next interviewee? So you have an opportunity to ask a question, which our next guest will answer. 

Osita: So my question for your next guests will be, will your guests think that intra African trade would be a success? .

So I'm saying is intra African trade going to be a success with the present regional blocks in Africa? So what I mean is, we have ECOWAS for west Africa, we have SADC, the Southern African development commission, and these are regional blocks. With these regional blocks, visa restrictions, travel Barns here, and their currency different, currency exchanges. So how will intra African trade walk or succeed with these regional blocks? Okay 

Host: well noted. I've probably, I hope someone is typing and writing it down because Michael has been laughing his head off in the background, but great, great question and great perspectives.

Osita I must say it's been an absolute pleasure interacting with you over the past 40 minutes or so we've gained a lot of perspective about you as an individual, a lot of perspective about your platform Ogelle, and we wish you all the best as you continue on this your journey, we will be also watching Keenly to see how you continue to, grow as a business and as a platform.

And hopefully when you hit that a hundred million subscriber base. We'll come back here and you'll tell us how this journey went. So thank you very much for your time and for those of you listening. Thank you very much for your time listening to Osita and myself engaged for the past 40 minutes. We do hope you have gotten a bit of value from what we have been talking about for the past 40 minutes or so.

And we encourage you to engage with us on our various social media handles, the podcast will also be out there. The recording. And there are also previous recordings out there that you can also engage with. So we hope you can look at the previous podcast we have, there are a number of them and the links will also be shared as well.

So once again, this has been our experience pod series, and we look forward to engaging with you on our next podcast. Thank you very much and do enjoy the rest of your day.