I'm in a business where there's complete anarchy. You can't control it - you can only react to it. The control that people traditionally had over their message is gone. Look at Wikileaks: you have to approach everything you write on the basis it's going to be on the front page of the newspaper.

If you pay 50 million for something, you probably pay another 50 to 100 million to activate it. And the more you spend, the better you do. There is no point in just buying rights.

The technology is already incredible and will improve massively in the next few years. Think about what you could do.

[Formula One racing looking after Jackie Stewart in 1968] was not so intense and, yes, it was much more dangerous - what was definitely different back then was the level of safety.

Despite streaming, despite the rise of tablets and smartphones - all the implications which in theory would make linear TV less important - live sporting events are extremely powerful. But it's not the event alone - it's also what's surrounding it.

The challenges some European economies have are such that it makes it very difficult for them. You have to go where the growth is.

That is again a romantic notion: the hero. I think people enjoy a much more levelled playing field where you have the ability for many people to become heroes.