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Wednesday, January 28

Try to Entertain the Idea That (Some of) You Might be Wrong About Food Network

One of Food Network Addict's liveliest commenters, Alec Smart, left a comment today addressing Bob Tuschman, Food Network's SVP of Programming & Production, which read, in part:

"FN is not MTV you asswipe. Not every 15-25 yr old wants to watch a food/culinary channel, so stop thinking you can bring them in and emulate other TV stations numbers within the age segment.You are flushing your TV station down the crapper dude with some of the dumbass moves and appointments you make."

While Alec (or is it Mr. Smart?) might be right that not "every 15-25" year old will watch Food Network--even if it produces a food version of The Hills--it is true that the channel has consistently lowered its median age for several years now. The closer you get to that prime 18-35 range that advertisers seek, the better (in the eyes of the shareholders).

Also, Alec and many other FN-bashers may be surprised & upset to hear that Food Network just scored its highest-rated week ever.

The VP of Public Relations at Food Network tells me that the network posted a .5 rating in the adults 18-49 demographic--its highest-ever rating--for the week of January 19, 2009. In addition, Food Network secured its highest-rated January ever among adults 25-54 with a .5 rating, up 9% versus 2008.

*********************************

A lot of people come to this site to complain about the lack of so-called "real chefs" on Food Network. I don't mean to discount that argument, as I totally understand people's desire to watch that kind of programming. I'm not sure if reading news like this will make them change their mind at all, but I do hope they'll realize that Food Network executives are, in fact, doing their job... and doing it well enough to score record ratings. Bobby Tusch included.

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45 Comments:

At 1/28/2009 10:27 PM , Anonymous monica said...

Well I'm glad they're pulling in new viewers because they've lost me completely. I do read your blog though so thanks for keeping me up to date. Occasionally I'll see a post that makes me check out a new show but I've yet to tune in twice. I guess at 39 with money to spend and a passion for cooking, I'm no longer the target audience. Strange.

 
At 1/28/2009 10:29 PM , Anonymous Lana said...

Jacob, totally agree with you. There's something for just about everyone on FN. The idea of good marketing is to reach As Many audiences as you can - and FN is doing that.

Varied programming is key; shows about how food is made, how it's cooked, where it comes from, how we eat it, where it's eaten .... list goes on and on. A cable station devoted solely to high-end chefs doin' their froo-froo thing wouldn't make it. (Not that I don't love froo-froo, just not 24/7, please.)

I like the FN just fine. There are some shows I enjoy very much, some I just let run on in the background, and a few for which make I'll the effort to avert my eyes (or turn the tv off, or change channels)!

And yeah, even tho I'm pissed at Guy, I'll even watch him on Letterman tonight. It's all good.
:-)

 
At 1/28/2009 10:55 PM , Anonymous Anonymous said...

I'm sure Bob T. appreciates your defense of him. Maybe you'll get a nice mention is HIS blog now. Bravo.

 
At 1/28/2009 11:19 PM , Anonymous Anonymous said...

Alex,smart ? It's more like idot or asswipe.He needs to go vomit his thoughts on someother blog.

I love Bob.

 
At 1/28/2009 11:45 PM , Anonymous Anonymous said...

Popularity doesn't mean it's good. That's the worst way to judge something's quality. McDonald's sells millions of hamburgers every hour. They'll sell more food in a month than, say, Bobby and Mario will sell in a lifetime. Does that make their food better? No. The FN's executives' job is to create the best programming possible while maintaining high ratings. They may have done one of those things, but they have failed at the other. But there's still a way to have both, and they should hire people that can figure out how.

 
At 1/29/2009 1:52 AM , Blogger Schottzie03 said...

Yep, they are programming for the advertisers, plain and simple.

Do you think McDonalds, WalMart, Fridays, and Manwhich would rather have Ina fans or Guy Fieri fans watching their commercials?

Someone tuning in to watch Mario cook a dish that he just discovered while touring Italy probably isn't gonna get too excited by the 3 courses for 9 bucks deal at Fridays.

But the Fieri army is gonna be there in full force.

 
At 1/29/2009 2:22 AM , Blogger Patricia Appelquist said...

I don't know. Lately it has been giving me a headache ...watching the Food Network Channel. Though Tuschman may have reached his market when today and I KID YOU NOT my younger coworkers (28 -33years old) said they LIKED Adam Gertler and the Chopped series..now this is the same person who admitted to me that they didn't know how to use a FedEx shipping label. So, while the older person (me 36) likes Ellie Kreiger, Alton Brown and a few (very few) other episodes...one happy medium and I pray Tuschman doesn't screw with is Ace of Cakes.

 
At 1/29/2009 7:51 AM , Anonymous Chip Ramsey said...

You can say the programming leads to good ratings but there are other factors as well. In the business, the recent ratings are called a "spike."

Last week was week where people were watching for Super Bowl recipes. When there is a food specific event, (Thanksgiving, Christmas, July 4th, Super Bowl) you will usually get a spike.

Another factor is the increasing high visibility of FN personalities. Even Alton has a commercial endorsement now. A couple of years ago, FN was anchored by Emeril and while some, like Rachael and Bobby were visible, many others were not. Now, you can't walk into a big box store and see Paula or Bobby's face plastered on something.

Finally, in this economy, people are more likely to do things for themselves instead of pay professionals to do it for them. Instead of spending $$$$ at some wing joint or sandwich shop for Super Bowl food, it is far more cost effective to do it yourself. FN provides viewers with ideas/techniques/opportunities, etc.

I do not and will not believe that the recent ratings are necessarily an endorsement of the current FN lineup unless they are sustained and grown over a substantial period of time.

 
At 1/29/2009 9:07 AM , Anonymous Anonymous said...

A food version of the Hills?? ha ha ha! that was great.

I am so so about the foodnetwork. There are certain shows I really like to watch, but a ton I hate. But I guess they are just trying to have *something for everyone*. We'll have to wait and see how it works out.

 
At 1/29/2009 9:38 AM , Blogger Sunshine said...

I'm down to only watching Ina and that's about it. Five years ago I watched EVERYTHING, it was practically the only channel I turned on.
But I'm 36, so I guess I'm no longer the target so I don't matter much.
But if they ever eliminate Ina, I'm totally done with the network.

 
At 1/29/2009 9:49 AM , Blogger Angie said...

As much as I hate some of their programming, it's clearing working for them. If 18-34 is their target audience, they're not going to reach them with just Ina or Mario; they need to rope them in with other programming before they can convince them to watch someone else cook for an hour.

I guess this means we can look forward to seeing more of Guy, eh? Damn. He's so freaking irritating. FN would be a hell of a lot more tolerable if Guy and his 3 different shows were off the air.

 
At 1/29/2009 10:08 AM , Anonymous Anonymous said...

Stupid point. Just because they're getting rateings means my thinking that FN is crap is wrong?

Does this mean that now Paula is laid back and classy, or her sons are in any way smart? Perhaps Giada is now egoless, a nice person who can really cook and has made it all on her own?

It's a bit of a sheep mentality. They're popular so I must be wrong? No.

 
At 1/29/2009 10:54 AM , Anonymous Alec Smart said...

Maybe FN did score it's highest ever rating for the week, but I think that might be in part due to some of the most atrocious programming in the history of television on the other "networks" including the Big 3.

I think at one time many FN viewers chose to tune into FN for a different viewing experience and that was until Mr. Tuschman was hired on. I understand you need to placate shareholders. I am a successful businessman afterall and understand these principles.

I believe most people bash FN for the absence of quality in much of it's programming. Without a doubt, they have some bonafide winners, but in their quest to dominate the TV world , they have given us stinker after stinker after stinker. Some of FN's recent finds the past few years have no business to be on TV, but they force feed them on you till you want to hurl. This is the reflex that most people are lashing out at FN with.

Many FN viewers have been tuned in for many years,a good portion since Year One and object to what Herr Tuschman is doing with the station. They feel betrayal. They don't want FN turned into a monkey butt reprobate haven whose viewers think Bromance and Brooke Knows Best is captivating television.

 
At 1/29/2009 11:23 AM , Blogger jacob said...

I'm not saying that high ratings equals quality programming or that people should think any differently about Paula, the Neelys, or anyone they don't enjoy watching. Look at VH1-- one if its top-rated shows was I Love New York! Not exactly "Inside the Actors Studio." But advertisers still prefer to be seen by millions of impressionable youngsters, than a group of a few thousand balding James Liptons.

All I want people to realize is that just because a vocal group on the Internet thinks the programming is bad doesn't necessarily mean executives at Food Network are making "poor" decisions. Detractors seem to think they're in the majority and can't understand why no one is listening to them and that they know what's best for the network. People may not agree with the trend to create programming that lures in a younger audience, but that's what cable networks currently try to do; that's the job of the programmers. And if the ratings indicate they're meeting that goal, well, the current programming will stay. If programming that the detractors crave exceeded the network's current ratings, then they'd air it. If taking Paula off the air or making the deen boys "act smart" got them higher ratings, they'd do it.

 
At 1/29/2009 11:30 AM , Anonymous Anonymous said...

There seems to be a little brown on YOUR nose, Jacob.

 
At 1/29/2009 11:38 AM , Anonymous Alec Smart said...

If FN choose ratings over quality that is their choice.

I think we have every right to bitch and complain and pick apart everything they do and this includes the belittling of some of their "stars".

 
At 1/29/2009 12:22 PM , Anonymous Anonymous said...

I think Monica summed it up best, if FN's target isn't people with money interested in cooking, and their advertisers aren't, who would they be interested in? Clearly PBS has picked up the scent and is building its cooking programming accordingly. FN's loss: Tuschman et al. seem to think that its all about the personalities and not about the content. They've made the choice to turn their backs on the viewers that made them what they are in exchange for the mindless viewers that will watch anything just to have noise fill the room. We can't argue with their bottom line but we can vote with our remotes and change the channel. FN (with the exception of Good Eats, the network's anchor) is just becoming something for real foodies to make fun of. That's the bed they've made!

 
At 1/29/2009 12:35 PM , Anonymous Anonymous said...

"If FN choose ratings over quality that is their choice. "

Ratings = increased revenue from advertisers
increased revenue = happy shareholders
happy shareholders = success in the eyes of the company and among Wall Street investors.

The programming might not be up to the expectations of the foodie cognoscienti, but if the ratings keep going up, Scripps can charge more and more for advertising time, and thus increase its profit margins it gets from its FN division.

And that, in the end, is all that matters. If and when ratings go down, you'll see the network change programming, but for now they have a forumla that is successful from a business standpoint.

"Quality" has nothing to do with the ultimate arbiter of success in cable TV, ratings and advertiser spending. "Quality" doesn't ensure profitability, if it did then viewers wouldn't have to resort to PBS to watch the best instructional cooking shows, science, political discussion or historical dramas available on American TV.

And since cable TV is not beholden to ensure programming in the public interest the way free-to-air commercial TV used to be, they have no reason to shoot any higher than what will get the most viewers with the most discretionary spending watching the network. And that most coveted group, the demographers tell us, are single men 18-34.

 
At 1/29/2009 12:40 PM , Anonymous Anonymous said...

"Tuschman et al. seem to think that its all about the personalities and not about the content. They've made the choice to turn their backs on the viewers that made them what they are in exchange for the mindless viewers that will watch anything just to have noise fill the room. We can't argue with their bottom line but we can vote with our remotes and change the channel. FN (with the exception of Good Eats, the network's anchor) is just becoming something for real foodies to make fun of. That's the bed they've made!"

wouldn't be the first time a company purchased by another company went off the rails from its original basis. Look at Borders. In the mid-late 90s it was a great store for the bibliophie cognoscienti. Then its owners sold it to a large corporate conglomerate, who wanted to make Borders "Bigger in the marketpalce" and, now, Borders is not sure what it is any more, and fighting for its continued existence. FN, so far, has avoided the pitfalls Border's faced - it has successfully transitioned from one market base to another. And by all accounts, continues to gain, not lose market share. The old FN died when it was sold to new owners, and those new owners have little reason to placate the old core audience when the new audiences appear to dwarf them, if not drown out their constant complaining about the decline of "quality" on the network.

 
At 1/29/2009 1:00 PM , Anonymous Anonymous said...

I agree with the point that popularity doesn't mean good. I'm becoming increasingly dissatisfied with the current trend to younger audiences. Being a baby boomer I'm the one with the time and money to really utilize good information. I want quality not quantity.

 
At 1/29/2009 1:22 PM , Anonymous Anonymous said...

I agree that the current programming trend on FN is leaving me a bit cold. I look to their weekday programming as the best in my mind: half hour quality reruns of calm chefs cooking nice things. Yes, we are escapists, but I think that's what made FN great. It's not CNN, it's an oasis from the reality (literally!) desert. They should just go ahead with a second channel for all their reality shows, contests and "young" stuff- then they can keep all their viewers! Because it's that easy right...going out and starting a second channel...;)
Hey, I can dream...

 
At 1/29/2009 1:39 PM , Anonymous Anonymous said...

If the market for a "Cooking Network" was considered large enough and with enough potential purchasing power to make advertisers consider buying time so that the network would be profitable, then someone will eventually come along to fill the demand in the marketplace.

If it's not a big enough market to meet the overhead for starting a cable network, then perhaps its time some of the wealthier complainers of FN's current programming to consider perhaps promoting alternative media channels via the internet to cater to that smaller market that, while not commercially viable on a national cable level, could probably support a well-produced pay-for-access interent channel.

How many people would pay, say US$20/month for access to an internet website with exclusive how-to demonstrations of not only beginner, but intermediate and advanced cooking techniques.

 
At 1/29/2009 2:05 PM , Anonymous Anonymous said...

Not to be a dick or anything, but if you're going to bust out a fifty-cent word like "cognoscenti," you should spell it right. And definitely not copy-and-paste the misspelling. Yeah, sorry, I couldn't let it go.

 
At 1/29/2009 2:38 PM , Anonymous Anonymous said...

I agree with Monica. I'm 44 with money to spend. Too bad I don't tune in as much as I used to. I used to try to plan around FN. Pathetic I know.

 
At 1/29/2009 2:42 PM , Anonymous Anonymous said...

They will make their grandchildren proud some day because they contributed to the Dumbing Down of America. YAY.

And I happen to like Guy and DDD and even the Neelys (not the travel version) but there is alot more I dislike these days.

 
At 1/29/2009 2:49 PM , Anonymous Anonymous said...

Quite honestly, I don't know od ANY young person watching FN! So, I don't know why FN is trying to appeal to the teen-20something category. FN USED to be a great network. Not anymore. Do we really need to see The Neely's dry-humping each other or Fee-Eddy pretending he's 25? HELL NO!

 
At 1/29/2009 3:40 PM , Anonymous Anonymous said...

I'm just barely out that 18-35 demographic. And the programming on FN has totally turned me off, to the point where I don't even really miss it anymore. If it weren't for Alex & Anne, I'd take FN right out of my DVR.

I have money to spend, too. There's just no reason to give them any, since they're pretty much dumbed down the programming to painfully mediocre levels.

Unfortunately, no matter how much I tried to offer some constructive criticism through the regular feedback channels, well, they apparently don't care what I have to say.

 
At 1/29/2009 4:33 PM , Anonymous TEN said...

"Detractors seem to think they're in the majority" is exactly right. And most of the mail, electronic or otherwise, that FN receives, is probably complaints, since most people in general don't write in with praise nearly as often. FN doesn't even need to read the mail for just that reason. There's no way of knowing if the ratings are actually accurate (Nielsen vastly undercounted the number of viewers for the inauguration, for example), but that's really what FN cares about in the end. And the ratings have spoken.

People are cooking less, why would they want to watch shows that remind them of what they're not doing (or make them feel vaguely guilty for not doing it)? Thus the lowest common denominator shows that are completely non-threatening from a cooking point of view (even if they pose as cooking shows and not stupid contests) -- nobody takes Paula seriously, and the Neelys aren't really about food, they're about, well, something else most of the time. Sandra Lee is really more of a parody of a cooking show, so perhaps she's appealing to viewers' sense of irony. Giada used to make more (and better) food, now she's more of a lifestyle brand. Alton Brown is really more about entertainment than food, as anyone who has seen his live shtick can attest. Those who want to watch the more serious shows can DVR them whenever they're on (early Sat. morning? Hello?) and catch them another time. FN will always have those viewers as long as they have a few real cooking shows.

As for the advertisers' demographic, the best thing that we can hope for is that it will change as more of us old (40+) people spend money on products advertised on the shows we prefer. There are, after all, more and more of us every year. And we can also stop watching -- even if FN seems to be doing well among the younger demographic, a downturn in the overall number of viewers (regardless of age) would certainly grab their attention.

Jacob, I must admit I'm hard pressed to understand why you chose to discuss Alex's comment in a posting other than to scold your readers. You seem to get a lot of traffic from people like him, and the traffic is what gets you the blog ads, right? It seems a little disingenuous to try and lecture everyone. After all, you're a fairly relentless booster (and yes, you may not praise everyone, but you don't routinely criticize either), the lecture could just as easily apply to you.

 
At 1/29/2009 5:23 PM , Anonymous Anonymous said...

Small sample size, obviously, but I noticed there hasn't been anyone to step up and say "You're all wrong; I love the shows," etc., etc.

 
At 1/29/2009 6:09 PM , Blogger Charles said...

I don't really see no reason to bash the network or anyone behind it. If your totally disgusted with the direction of FN, move on. Buy a pop-up cookbook LOL...I find there are shows I like, hosts I like, and shows and hosts I cannot stand. While most of the newer additions are horrid, others like Alex and Anne help balance it out. I don't see it that the network is taking a dump on the viewers who have helped build it over the years. I still adore Pauler, RR, Giada, and Ina and it's nice they still produce new shows and get a facelift once in a while. Change is inevitable! Holla!

 
At 1/29/2009 7:06 PM , Anonymous Court said...

The fact is people who are dissatisfied are usually more vocal than those who think things are hunky dory. For each of you that thinks the network sucks there are a ton of people that are happy with the programming. If the network was completely pretentious like Alec Smart seems to think it should be I couldn't watch it and neither could thousands of other Americans because I wouldn't be able to relate to the chefs and they wouldn't be able to relate to me. I appreciate cooks like Aida and Sunny and Rachael who are self-taught, have a fun laid-back sort of attitude, and make some damn good-looking food. They make me feel excited and confident that I can make that dish. Sorry, that's just me. And yes, I am young and the FN has done a fine job at sucking me in.

I'm glad to hear Jacob (in a way) defending the network. I don't get why some of you think he's a brown noser when he definitely gives the network his fair share of criticism...yet calls himself a "food network addict".

 
At 1/29/2009 9:27 PM , Anonymous Anonymous said...

I don't watch FN nearly as much any more either. I have totally lost interest. So many of them are just AWFUL and the new web is just as bad. And these ratings, please.

 
At 1/29/2009 10:46 PM , Anonymous Anonymous said...

Jacob how does Bob Tushman taste?

And court how does Jacob taste?

 
At 1/29/2009 11:12 PM , Anonymous Anonymous said...

I fail at demographics. Which specific shows are meant for which age groups?

 
At 1/30/2009 2:39 PM , Anonymous Anonymous said...

Please don't put Sunny and Aida in the same company as Rachael. Please. Sunny and Aida are horrible. I can watch almost any show except for those two. I stopped watching Aunt Sandy a long time ago but she's better than those two.

 
At 1/30/2009 6:22 PM , Anonymous Lisa said...

I am in the category with Monica where I have money to spend on culinary exploration and fall just outside of their target range. I used to be inspired before the FN personalities became superstars. Now the whole of FN seems to promote that entire aspect and forget about the main ingredient of the network: The Food! Giada used to be an inspiration until I met her personally and she was a smart-mouth to loads of people who spent hours waiting to see her. Now Alton is on commercials (bore), Rachael is absolutely everywhere you turn in a store (bore), The Neely's are just pervs instead of cooks (bore) and even the losers of TNFNS can get a show (stupid).
While interesting shows like At Home with Jamie is on at 4 am PST, it is a huge loss to FN viewers not to see his talent more at a normal time or even throughout the week. Let's see more of Anne, Jamie, Nigella, and a little less of Unwrapped, Sandra, Rachael, and the usual overplayed gang.
I am thankful for my DVR where I can record a Jamie or two.
As for Jacob being brown-noser? I don't think so. He is the first to come on here and make fun of something, so that argument doesn't even hold true. But this sure got people talking, didn't it?

 
At 1/31/2009 11:28 AM , Anonymous Anonymous said...

Food in itself insists that people have the right and invitation to complain and/or comment ALL we like.
Isn't that what this blog is all about?

 
At 2/01/2009 4:04 AM , Anonymous Anonymous said...

Here we go again...Jacob sucking up to the HBIC's at FN. Gag.

 
At 2/03/2009 12:36 AM , Anonymous Anonymous said...

I enjoy almost everything on Food Network EXCEPT for Paula, Sandra Lee, and Rachael Ray. I have learned so much in the last 3 months (I lost my job). I fall asleep during Ina Gartten (and hate the Hamptons, having spent way too much time out there -- it's gross, guys).

Bottom line, if people really love and care about food? Anybody who starts peope and/or keeps people excited about food is great for our culture. Guy may look like a rockabilly d-bag, but he actually does know how to talk about and democratize food with the best of 'em. The Neelys introduce Southern spicy soul to the housewives (and husbands) of Nebraska with wit and charm. Bobby Flay looks a little gray around the gills - he needs a short vacation and some vitamins, perhaps, but his passion remains unalloyed. Alton Brown actually schools people in food science, God bless him, despite his sinister faux-geeky shill job for Welch's (yeah I said it!). I miss Mario. I even miss Emeril, because he appealed to men and made them excited about cooking in a way that I'm not sure any other current chef on FN manages to. Giada seems a little brittle sometimes, but her good cheer and poise is much welcome.

 
At 2/03/2009 11:23 AM , Anonymous Anonymous said...

Just because the ratings are up, that doesn't mean that the new audience is going to stay long term.

What happens if TPTB's current programming drives the old audience away permanently? I am talking about those viewers who like the old format with real in depth cooking shows. There is no guarantee that the new audience is going to stick around, and if they do leave, FN won't have the old audience to fall back on.

Ideally FN ought to be doing all that it can to hold on to the old viewers and at the same time bringing in new viewers. IMO, that is not what is happening.

 
At 2/03/2009 2:15 PM , Anonymous Anonymous said...

I could watch anyone except Aunt Sandy, Paula, or Sunny. I used to watch the first 2 a long time ago.

When I lost a job in January 1995 I watched alot too. LOL.

 
At 2/19/2009 2:11 PM , Anonymous Anonymous said...

My feelings are too muck icream can make you sick! Enough of Guy Fieri already he is on all the time and at the time of day when I want to watch a cooking show for new ideas and some how to prepare it. Fieri makes me ill. Then they push the black Rachel Raye on us with her fake laugh, I don't even know her name but she is a clone of Rachel. Next Tushie owed a favor to Paula and put the two married African Americans on that show us not much else than any other Southern cook does. If you could duck tape the Mrs. mouth it may be bearable. Lastly the Hollywood Star Giada with her soup-bone husband. Big head tiny body fake tits always exposed c'mon I want to try to get an appetite not interested in Ms Yummy or her cleveage cover up Puta!

 
At 3/18/2009 12:02 PM , Anonymous Anonymous said...

I find that I am not tuned in to the Food Network as previous years. Maybe it's the young viewer attraction Tushy is striving for that bores me. I like the "how-to" shows that are long gone. PBS still does it right with Lidia, MaryAnn Esposito, and Jack Pepin.

I do like Ina and Paula and Tyler because they actually show one how to make a meal. Rachel has a big mouth and annoys me and Bobby Flay has gone Hollywood. Love Mario but he also Mr. Hollywood and a Friend of Paltrow. I only wish the FN would set aside a time maybe late in the evening perhaps one day a week where they can play the old Julia Child and Nathale from Atlanta, I just can't get into all the new faces lately that have no professional cooking experience. People wise up we are being scammed.

 
At 3/18/2009 12:02 PM , Anonymous Anonymous said...

I find that I am not tuned in to the Food Network as previous years. Maybe it's the young viewer attraction Tushy is striving for that bores me. I like the "how-to" shows that are long gone. PBS still does it right with Lidia, MaryAnn Esposito, and Jack Pepin.

I do like Ina and Paula and Tyler because they actually show one how to make a meal. Rachel has a big mouth and annoys me and Bobby Flay has gone Hollywood. Love Mario but he also Mr. Hollywood and a Friend of Paltrow. I only wish the FN would set aside a time maybe late in the evening perhaps one day a week where they can play the old Julia Child and Nathale from Atlanta, I just can't get into all the new faces lately that have no professional cooking experience. People wise up we are being scammed.

 
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