This week's ATV was only about 11 minutes long, with just hosting and a Squadron 42 project update. Is that indicative of a continued trend for ATV? What can you tell us about ATV going forward?

Okay, so we're not quite ready to announce it, so you sort of preempted it, but I think we've been sort of looking at our format and feeling like we want to shake things up. First of all, I think we have probably three types of people that we need to have content for. So one type is super diehard, completely knows everything about Star Citizen, obsesses about it, is on Spectrum, on Reddit, watches everything. Then we have the sort of more casual, check in occasionally, what's happening, but it's not a 24-7 obsession. And then we have sort of, hey, what's this Star Citizen thing? It's kind of cool. Tell me a little bit about it. I'm interested. And I think some of the ATV problems that we've had is that we just mash too much stuff together, because in today's world of YouTube, I know myself when I'm watching, it's a different format. It's not the TV format where it's a half hour show or an hour show. It's like, oh, I've got a few minutes, yeah, I'll watch this video. And the moment that video becomes 10 minutes or 20 minutes or 30 minutes, then it becomes a bit of a viewing commitment and it hurts, and so you don't get as many people. So part of what I feel, and I think it's not just me, it's everyone that's part of the team, is that we would be better served to sort of break our content up more appropriately. Because it's really frustrating that you work on a 30 or 40 minute show, everyone jams to get it out there, and then there's people going, I just want to see the dopamine cut. Show me the pretty pictures for five minutes. I don't want anything more. What's the summary of the show? I don't have time to watch it. And it's like, okay. So I think what we're thinking about doing is taking the featurette stuff and making those bigger, more in depth, better, higher production quality, but not try to force one every week. Like, let's do a featurette, let's do a deep dive. We finished mining, let's go into mining, let's go into how we did it, what all the challenges were. Like a sort of really slick behind the scenes, like a little mini doc or something. And that's for your subscribers, your diehards, and the people that really want to know everything about it. But that's a different thing than your sort of weekly update, which is like, okay, here's a weekly update, here's kind of a quick snapshot of what's been happening in Star Citizen, and here's a studio update in a sort of brief format where you see some really cool stuff, but it's not really going into the details, but you get a sense of what's happening, what the progression is, and it's digestible in a nice, easy, non-massive amount of time required way, and very visual and fun. And then we'll also want to be doing some content that's more applicable to people that are like, hey, I want to know about Star Citizen. And so we're sort of thinking about, instead of trying to jam a whole bunch of content into one show, why don't we, not do less content, but break it up. Break it up and be more targeted, and spend a bit more time to increase the production quality levels. We're actually actively sort of hiring up on the video side, what we call GVP, general video production. So we just brought in a new senior editor. We're looking for a showrunner. And so we're trying to up... And we'll probably set it up in such a way that we'll have the capacity to do things and do them to a little higher quality. Because the other big problem that we have with the content generation is getting the developers, getting them to interview, getting the B-roll from them; it can be a heart attack every single week. It's sometimes why things were late in the past, just because they're busy, they're trying to ship something, or they've got one of their sprints that's due and they've got to get it done. And so with a bit more time, a bit more planning, a bit more staff and focus on the video side, and not being beholden to, oh, we need one featurette or two featurettes a week and we need the studio update and all this sort of stuff all crammed in, I think we'll be able to deliver it more consistently in quality and do a better job with the development side, so they feel like they're not just getting harassed on the Tuesday or Wednesday for some B-roll for the show on Thursday. It's an ongoing challenge, but like in everything we try to do, we want to improve every aspect, whether it's the game, how we interact with the community, how we do our video. So we're always looking to make it better. And so this is kind of what we think would be better. So like I said, it won't be less content. It will just be more targeted and different sort of kind of content for the appropriate people. And then if you want to see it all, of course you can see it all. Because otherwise, what's the point? Everyone slaves over their ATV and now there's someone who made a five minute cut of it because they don't want to watch. It's like, well, we should be doing that five minute cut. The community doesn't need to do that for us. We should do it. And so people like that could have that, and the people that really want the in-depth piece, that really want to get behind the scenes and see what's happening there, could have that. And I think that would be better, because sometimes we've had features that we haven't finished the feature on, right? And so everyone's sort of talking about what they're going to do. And I find that kind of frustrating, because we don't have the final imagery. We don't have the final graphics. People are still talking about what they're going to implement. So for me, I'd much rather we do a feature like, okay, we've done this thing and now we can do a nice making-of and stuff. Not dissimilar to how we shifted around on the commercial side. With the quarterly cycle, we've staffed up on the video production. Instead of having to grab cinematic artists or other people to try to capture gameplay or do some of this stuff, we hired some, I think some from the fan community.

Yeah, we brought in some community video makers.

Bring them in to help us make some of this stuff, so we can create some of the Warlock commercial that we just had, or the Eclipse one. But anyway, we're trying to improve on all these. Like everything, we just may be a bit slower than you guys want us to be about it.

Now, we're not announcing any specific plans right now. We're going to take the next couple of weeks, the next couple of months, to experiment with a couple of things. But the idea here is to basically make our content smaller, easier to digest, easier to share with your friends, less of a continuous bombardment. You remember the days we used to do a YouTube video every day of the week, Monday through Friday, and it starts to become kind of... we never want Star Citizen to be a chore.

Well, yeah, and you don't want to have filler, right? Because I know everyone always has rose-colored glasses about the past. Last year it was quite nice. We cycled between the studios and then we had the featurettes and stuff. And it was a bit easier because we hadn't had any releases, so there was a bunch of stuff everyone was dying to know about. But even then it would be like, this Austin one, they don't have anything, screw that, that's boring. Most boring episode ever. And so I think it's not so much about quantity, it's about making the quality higher and then making it sort of targeted appropriately. So that's what we've been thinking. We've been working towards that. We've still got some infrastructure to put in place, because we're trying to solve the issue of how to keep everyone totally up to date on what we're developing so you feel like there's progress, not show everything, because otherwise when you go to CitizenCon there's nothing to know, or you won't play Squadron, you'll be like, well, I already know what's going on, and also not drive our developers crazy because they've got multiple deadlines on them, because that's not fun for them either. So we're trying to find a good cadence for that. But ultimately, I think our goal long term is to give you higher quality content, more targeted.

So just to assuage any concerns right now, we're still doing ATV, we're still doing Calling All Devs. Ship Shape's not going anywhere. We're still going to do Ship Shapes, although it might break out into its own thing, so it's easier to just have it and share.

Well, again, that's what I think. I think at that point you should make the Ship Shape... why would it be with ATV? It should be about, okay, we're ready to talk about a ship, and that should be its show. It should be the focus, because otherwise you've got people that skip... we can see it on the YouTube metrics. Not everybody watches the whole show. There's a much smaller percentage of the people that watch the whole show; a lot of them watch just a portion of it, usually the studio update or whatever, or maybe if there's a ship update they'll go and skip to that one. So I think it's better to be: this is about the Hurricane, this is about mining, this is what the studios are working on this week. I think that would work better.