Monday, August 6th, 2007

 

A CYNOPSIS MESSAGE FROM DIC ENTERTAINMENT


“KEWLOPOLIS” on CBS Saturday Mornings reaches girls and boys in Fall 2007!

·  New Series Include All-New “Care Bears:  Adventures in Care-A-Lot™,” “Sushi Pack™” And “Dino Squad™”
·  “Strawberry Shortcake™” To Make Network TV Debut
·  Returning Series Include “Cake™” And “Horseland™”

For one-stop shopping of your kids TV, online and print needs,
contact DIC’s Dave Danowski at (212) 239-4437

·  Also, check out DIC’s new online cartoon community www.KEWLStudio.com (Coming Soon) and tween-targeted music & fan magazine “KEWL” www.Kewlmag.com


Cynopsis: Kids!

8/06/07

Good morning. It’s Monday, August 6, 2007 and this is your first early morning briefing. 

For those missing constant discussions about the V-chip – the blocking device may be making its way into just about every communications device in your home.  Following The Senate Commerce Committee’s approval of the Child Save Viewing Act at the end of last week, the FCC is now responsible for helming the development of a “super V-chip.”  Proposed by Sen. Mark Pryor (D-Arkansas) the super V-chip a device that would screen content across multiple platforms including TVs, cable boxes/satellite receivers, the Internet, wireless devices and so on to protect minors.  The senator believes such a device is necessary because there is so much content out there and it is everywhere, not just on TV and radio like it once was, and will help parents.  According to the Telecommunications Act of 1996, an amendment to the 1934 Communications Act, TV manufacturers are now required to insert a V-chip in TVs.  Hmmm, how young is too young for kids to read George Orwell’s Nineteen Eighty-Four?  In those communities, of course, where the book isn’t banned.

Have you been watching the 13th annual X Games, on ESPN, ABC or online?  Either way, by now you may have heard about the remarkable The Unbreakable Man – that is, skateboarder Jake Brown’s horrifying slam to the deck from 40+ feet in the air (www. expn.com and look under the Video Skate headlines).  As my friend Dr. Ira B. said, that Jake Brown was still alive, let alone walked away from the accident, is proof we are not all created equally.  Other than that event, the games have been fun viewing.

NEW PRODUCTION & DEVELOPMENT

Blizzard Entertainment revealed a spec of information on the previously announced movie version of Warcraft, the massively multiplayer online role-playing game (MMORPG) franchise, over the weekend at its game festival BlizzCon, according to the gaming website Kotaku.  During a panel discussion Blizzard executive revealed that the Warcraft movie, a Warner Bros. and Legendary Pictures movie, will be live-action with CG animated environments/backgrounds and effects, though just how much animation has not been determined.  The movie is still in the scripting process, but the movie is still slated for a 2009 release.

If you haven’t picked up The Dangerous Book for Boys (and if you ask me for the rest of us too), by brothers Conn and Hall Iggulden, you ought to at least thumb through it – it is a lot of fun and informative too.  Published by HarperCollins, the movie rights to the book has been acquired by Disney and Scott Rudin, per Variety, which adds that the movie will probably revolve around the challenges fathers have in raising their sons and allowing them explore and have adventures while also dealing with the need to protect them too.

BabyFirstTV and My Gym Children’s Fitness Center have partnered to co-produce an exercise series for kids 3-years and under that will air on both BabyFirstTV’s domestic and international feeds.  Together My Gym and BabyFirstTV will develop and produce 30 episodes of the My Gym fitness show; production is expected to begin this fall.  BabyFirstTV is a 24/7 baby/toddler targeted commercial-free cable and satellite channel.  There are 185 My Gym Children’s Fitness Center locations worldwide.

MORE KIDS STUFF

Cartoon Network will premiere the featured-length animated movie Ben 10: Secret of the Omnitrix on Friday, August 10 at 7p.  Leading up to the debut, each day this week, today-Thursday, Cartoon Network will air four original movies, Good Wilt Hunting, Where’s Lazlo, The Big Field Trip, and Billy and Mandy Wrath of the Spider Queen.  Each night following the movie viewers will get a sneak peek at the Ben 10: Secret of the Omnitrix movie.  Based on the network’s animated series Ben 10, which was created by Man of Action, the movie is produced by Cartoon Network Studios.

Digimon Data Squad, the fifth season of Toei Animation’s Digimon series, will premiere this fall on Toon Disney’s Jetix block.  Additionally, Bandai America is set to release a line of Digimon Data Squad toys from early 2008, while Namco Bandai Games American will release video games based on the new season this fall.

Also over the weekend, Blizzard Entertainment announced plans for a second expansion of its World of Warcraft and invited BlizzCon attendees to play portions of its new StarCraft II.  Blizzard Entertainment unsheathed World of Warcraft: Wrath of the Lich King.  WOW fans can expect the expansion to include characters and settings from Warcraft, as well as other new story elements, character customization and features that have been requested by players.  World of Warcraft is rated for Teens.

MARKETING/LICENSING

Discovery Kids Channel has partnered with Albertson’s for the Good-to-Grow initiative, which encourages kids to make healthy food choices.  The promotion runs all this month features Paz, the animated penguin, and his pals on in-store displays, in-store radio, and an activity booklet at upwards of 1320 Albertson’s stores.  About 292 stores will offer produce sampling events, while Discovery Kids will distribute Ready Set Learn DVD samplers.  Paz airs weekdays as part of the Ready Set Learn, preschool programming block on TLC and Discovery Kids Channel.

The Finish Line, Inc., has launched a new marketing campaign, created in partnership with Nike, Inc., in about 700 Finish Line stores, online and will be supported by TV and digital ads.  The campaign aims to get consumers enthused about the Nike+ technology and drive them to Finish Line stores during back-to-school season.  TV spots, featuring The Hives in concert, are running on MTV, ESPN, BET and Comedy Central as well as on websites such as YouTube, and in-store signage and an offer for free iTunes downloads for customer try-ons.  Launched last year in partnership with Apple, Nike+ allows a user’s iPod nano talk to Nike+ ready running shoes through the wireless Nike+iPod Sport Kit.

STONE SOUP

Weekend Box Office Estimates for kids/tweens/teens rated G, PG or PG-13; August 3-5, 2007:
The Bourne Ultimatum (Universal) PG-13                                  Opening Weekend $70.2m
The Simpsons Movie (Fox) PG-13                                             $25.6m-2 wk total $128.6m
Underdog (Buena Vista) PG                                                      Opening Weekend $12.0m
I Now Pronounce You Chuck and Larry (Universal) PG-13            $10.5m-3 wk total $91.7m
Hairspray (2007) (New Line) PG                                               $9.3m-3 wk total $79.0m
Harry Potter and the Order of the Phoenix (Warner Bros.) PG-13 $9.3m-4 wk total $260.8m
No Reservations (Warner Bros.) PG                                           $6.6m-2 wk total $24.2m
Transformers (Paramount (DreamWorks)) PG-13                       $5.9m-5 wk total $296.3m
Hot Rod (Paramount) PG-13                                                     Opening Weekend $5.0m
Bratz (Lionsgate) PG                                                                Opening Weekend $4.3m
Source: Box Office Mojo

Retail sales in the US toy industry grew by close to +3%, producing $8+ billion in the first six months of 2007 versus $7.8 billion during the same period in 2006, according to a new report released by The NPD Group.  Seven “super-categories” are credited with promoting this year’s growth over year-to-date 2006: vehicles were up +17%; infant/preschool +4%, youth electronics +8%, plush +9%, arts & crafts +6%; building sets +4%; games/puzzles +3%.  Combined sales in these categories accounted for $4.5 billion in retail sales.  Three categories, out of the 11 super-categories, experienced a decline in sales, with on category remaining flat over YTD 2006 including: action figures & accessories -4%; outdoor & sports toys -4%; dolls were flat and reversed doll sales decline (-4%) experienced during the first half of 2006 b versus the same period in 2005.  As far as action figures sales, the report expects to see a boost for that category following this year’s big summer movies.

EXECUTIVE MOVES

Napster has tapped Christopher Allen to serve as its COO.  Allen, who joins the company today, will be responsible for product strategy, development and marketing.  He will report to Chris Gorog, Chairman and CEO.  Most recently, Allen was VP/Product Strategy, Design and Marketing, Blockbuster Online.  Previously he held senior product strategy and marketing roles at Yahoo! Music and Musicmatch.

Dan Arey joins Ready At Dawn Studios as Creative Director.  First up, Arey is working together with Ru Weerasuriya, Co-Founder and VP, Creative Development, on the company’s new original intellectual property that is currently in development.  Arey had been Creative Director for Naughty Dogs, where he was part of the creative teams for a range of video games including Crash Bandicoot, Jak & Daxter, Uncharted: Drake’s Fortune.  He previously worked for a number of publishers/developers such as Electronic Arts, Accolade, Sega of America, and Sony among others.

Square Enix Ltd. has tapped Larry Sparks at VP/Marketing.  Sparks, who joins the company on October 1, 2007, will help Square Enix strengthen its existing brand and grow its product lineup in Europe and other PAL territories.  Sparks will report to Michael Sherlock, SVP/Sales and Marketing.  Most recently he served as Global Head/Brands Management, Eidos Interactive Ltd.  Sparks is noted for his role in the early and most recent Tomb Raider series.

RATINGS

Corrections: Friday’s edition included several humidity-induced errors (gotta blame something!).  My apologies to everyone.

The Live + Same Day Ratings Kids Cable Network Averages ranking charts were incorrect and should not have been included at all

Here is the corrected version of the top 10 shows for Teen 12-17 chart:

Top 10 Combined Broadcast/Basic Cable shows among Teens 12-17 for the week of 7/23-7/29/2007 , 6a-6a:
Teens 12-17                                       Total Delivery (000)
DSNY*:   High School Musical (7/23; 1-2:50p)               1284
DSNY*:   Hannah Montana (7/29; 8p)                           1085
ADSM**: Family Guy (7/26; 11:30p)                            1049
ADSM**: Family Guy (7/24; 11:30p)                            1019
DSNY*:   Cory in the House (7/29; 8:30-8:55p)             1014
DSNY*:   Hannah Montana (7/24; 5:30p)                      1009
ADSM**: Family Guy (7/25; 11:30p)                              962
DSNY*:   Hannah Montana (7/27; 11:30p)                      910
USA:       WWE Entertainment (7/23; 10-11:06p)            870
ADSM**: Family Guy (7/29; 11p)                                   868
Source: Disney from Nielsen Media Research Data
*Disney Channel is not an ad supported cable network, unlike the others in this listing.
**New abbreviation for Adult Swim, which airs on Cartoon Network
Does not include measurements of programming less than 6 minutes in length



Answer to Yesterday’s Trivia Question:
On the TV series Coach, Dauber was played by Bill Fagerbakke. What Nickelodeon cartoon character is Fagerbakke the voice of?  PATRICK STAR (Spongebob Squarepants)   Kudos to:  Kipley Wentz-ActorsLife.com/NY; David Danowski- DIC Entertainment/NY; Melissa Baumgart-HBO/NY; Catherine Pirrone-Nickelodeon/NY; Sue Barrett-Determined Productions/Chicago; Izzy Neis-Star Farm Productions/Chicago; Anthony Dente-Dream Pictures/Studio City, CA; Donovan Jacobs-Disney-ABC Cable Networks/Burbank; Mike Vizvary-Revolution Media/LA; Sandra Dibble-Ice Box Advertising/Van Nuys, CA; Lori Heiss-Disney Channel/London

Today’s Trivia Question: Gloop and Gleep are two ghost like creatures from what late 1960’s cartoon series?  ( Click here with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)
 
Later — Gwen
Gwen Billings for Cynopsis: Kids!
08.06.07

Cynopsis Ad Sales: Jennifer Franko – 203-583-9796 / [email protected]
Classifieds – Trish Pihonak- 203-926-9878 / [email protected]

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Cy nopsis CLASSIFIEDS – For More classifieds, visit the Cynopsis.com classifieds page here


JOB OPENING: POST PRODUCTION ENGINEER/AETN-Stamford CT: Engineering support for AVID, FinalCut Pro HD, 3-5yrs exp in Post Production environment. Apply www.aetn.com (8/11)

JOB OPENING: SR MGR/TV Land Research/NYC: Ratings analysis expert. 5+yrs TV exp. Strong analytical/numeric skills/detailed knowledge Nielsen systems. Brand/consumer qual/quant studies experience. EOE/M/F/D/AAP www.mtvncareers.com (8/11)

JOB OPENING: DIRECTOR, NEW PRODUCTS/DIGITAL PLATFORMS/ATL: Develop/implement qualitative/quantitative user research in support of Turner New Products Group.Digital Research/Forecasting exp. Apply: [email protected]   (8/11)

JOB OPENING: WEBMASTER /CelebTV.com/Chi: Dvlp & enhance web presence, maintain site, work w/ video, txt, images; 3+ yrs web design, adv skills in web technologies; resume to [email protected] (8/11)

JOB OPENING: MEDIA PLANNER/Zenith: top telecom account! 1 + yrs local planning and/or buying exp. Resumes to: [email protected] (8/11)

JOB OPENING: MEDIA PLANNING SUPERVISOR/Zenith: top telecom account! 4 + yrs local planning and/or buying, some non-traditional exp. preferred. Resumes to: [email protected] (8/11)

JOB OPENING: ASSOCIATE DIRECTOR STRATEGIC INSIGHTS: 8 + yrs media research exp, including primary. Work on all clients, new biz, etc. www.optimedia-us.com Resumes to: [email protected] (8/11)

JOB OPENING: VP, GMD/Optimedia – hi-profile luxury/beauty biz. 12+ yrs relevant exp. req. Resumes to: [email protected] (8/11)

JOB OPENING: MEDIA PLANNERS, SUPERVISORS, ASSTS/SEATTLE Now hiring! Resumes to: [email protected] (8/11)

JOB OPENING: EXECUTIVE ASST/WE tv/NYC: (temp to perm) Motivated& professional asst needed to support busy GM & Mgmt team. Excel PC & Comm skills a must. 3-5 yrs exp. rez www.cablevision.jobs ref #4024BR (8/11)

JOB OPENING: BROADCAST SUPERVISOR, DR/Hill Holliday/Boston: The role of Broadcast Supervisor, DR is to act as central contact for all media issues & to direct workflow on assigned accounts. Apply online: www.hhcc.com/careers.html (8/11)

JOB OPENING: SR RESEARCH ANALYST TNT/TBS/COURT TV Ad Sales/NY: Research support/create sales positioning/presentations. Strong analytical/data interpretation/writing skills. 3+ yrs exp. Apply: [email protected] (8/10)

JOB OPENING: ACCOUNT EXECUTIVE/KXAS Digital Business Development/Dallas, Texas: Looking for digitally-focused sales professional Interested candidates can apply on line at www.nbcunicareers.com. The position COS number #611320 (8/10)

JOB OPENING: DIR INT’l MKTG /AETN/NY:Mngs int’l aff/cons mktg strategy for Bio, CI and A&E. BA/MBA in MKTG/Bus w/7+years exp TV marketing, int’l brand build exp pref. For more info and to Apply: www.aetn.com/careers.html (8/10)

JOB OPENING: SR WRITER PRODUCER/Versus/NYC-Creative resource for net promos on-air/online, as well as conceptualizing original show packages; 5+ yrs nat’l cable and sports promo exp req’d. www.versus.com EOE (8/10)

JOB OPENING: GRAPHIC DESIGNER/Versus/NYC- Ideal candidate has a unique and fresh design sense and can translate ideas into graphic and animated elements for promos and show/event packages. Apply at www.versus.com EOE (8/10)

JOB OPENING: DIRECTOR, NETWORK GRAPHICS/Versus/NYC: Seasoned exec prod/project mgr to oversee in/out of house graphics/animations projects. 5+ yrs exp managing design dept for net or graphics/prod co. www.versus.com . EOE (8/10)

JOB OPENING: MANAGER, AUDIENCE RESEARCH/MTV Networks/Chicago: To view the full job description and apply go to www.mtvncareers.com EOE (8/10)

JOB OPENING: RESEARCH MANAGER/BIG TEN NETWORK/CHICAGO: 5+yrs/Cable/Broadcast research. Strong Knowledge of Nielsen systems. Strong mgmt/ negotiation / analytical/ communication skills. Reply to www.foxcareers.com (8/10)

JOB OPENING: MGR, CORP PARTNERSHIPS, NY JETS: Develop/execute client sponsorship/advertising deliverables for TV, Radio, Evnt Mkting. Degree w/5-7 yrs exp w/team, league or agency. Send resume to [email protected] (8/9)

JOB OPENING: FT/FREELANCE PR & MKTG ASSOC /FOX REALITY CH/LA: Raise awareness for channel thru mktg/PR. 2-3 yrs experience. Great growth opportunity. Creative/Strong writer. Apply: http://www.foxcareers.com/ FNG7594 (8/9)

JOB OPENING: SALES & MKTG DIR / NYC: Award winning int’l brand strategy, design and animation co in NY looking to grow in US, Europe and beyond. Strong industry contacts, comm skills, and detail oriented. [email protected] (8/9)

JOB OPENING: MARKETING MGR/CBS TV STATIONS/NY: 5+ yrs exp in media/mktg/adv.Create& manage local tv/multi platform campaigns for mltpl mrkts.Good writing and ppt req’d. Letter&res: [email protected] (8/9)

SPACE TO RENT: Gospel Music Channel is seeking shared office space in NYC with non-competitive ad sales group. [email protected] (8/9)

JOB OPENING: MGR, MEDIA RELS / KIDS’ COMMS, Disney Channel/BURBANK: 5+ yrs publicity exp, excellent verbal/writing skills, strong rapport w/press; self-motivated, computer literate. Apply at www.disneycareers.com KEYWORD 95204 (8/9)

JOB OPENING: RESEARCH DIR/Screenvision Cinema Net, NY: 8-10 yrs; Run sales research, strong know of resch resources, Nielsen exp req, prim resch exp plus, TV bkgnd pref, Mgmt Exp req.Apply online at www.screenvision.com (8/8)

JOB OPENING: RESEARCH ANALYST/Comcast Spotlight/BOS: 2+ yrs exp cable, radio or newspaper ad sales or mktg. Knwldg of ind. research tools/sftwr; willing to learn research concepts, sftwr/apps. Apply at www.comcast.com EOE (8/8)

JOB OPENING: MEDIA RESEARCH ANALYST/Univision/NY: Develop/maintain inventory, estimates, viewing trends & presentations with NSI/NHSI ratings for Spot Sales. Detail oriented, analytical. Email res: nyc- [email protected] EOE (8/8)

JOB OPENING: MGR. RPTG & ANALYSIS-/MTV Networks, NY NY: 3yr Exp Media/Ad Hoc Rpts./Strong XL/Sales & Content Analysis/Mng.Dir Rpts./www.mtvncareers.com or [email protected] EOE/M/F/D/AAP (8/8)

JOB OPENING: DIR OF RESEARCH/MTVN/NYC: Strong project management with 7+ years of market research exp. Working knowledge of business analysis and qualitative consumer research. Please apply www.Mtvncareers.com . EOE/M/F/D/AAP (8/8)

JOB OPENING: MANAGER, PRICING & PLANNING/Comcast Ntwrks/NY: 4+ yrs exp w/ strong analytical skills; Resp for overall inventory management with focus on sales planning & reporting. Contact [email protected] (8/8)

JOB OPENING: COORD, PROGRAMMING OPS/VERSUS/Stamford CT: Maintain time buy & ad sales inventory tracking system for fast growing sports cable net. 1-2 yrs related exp req’d; traffic/ sales asst exp pref’ d. Apply: www.versus.com EOE (8/8)

JOB OPENING: PLANNER /Oxygen/NY: Support 2 AEs in Direct Response w/ all aspects of sales. Must be detailed oriented w/strong comp skills and a team player. 2+ yr cable exp or advertising agency. Resume to: [email protected] (8/8)

JOB OPENING: MARATHON MEDIA/SANTA MONICA: For an Online Buyer/Planner w/1-2 years exp. E-mail resume: [email protected] (8/7)

JOB OPENING: RESEARCH MGR/E-POLL MARKET RESEARCH/LA: Mng custom/syndicated research. Prepare proposals, questionnaires, banner & tab specs, sample, analysis & reports. Knwldge of ent industry +. Resume/salary hist [email protected] (8/7)

JOB OPENING: TV SALES EXEC: Devlp/sell integrated sponsorship pkgs (eg digital/onair exp +contacts nec media/plan etc. base+$$incentive pkg apply: [email protected] (8/7)

JOB OPENING: IRE: Investigative Reporters and Editors seeks an executive director to oversee the nonprofit’s programs and to serve as a faculty member at the Missouri School of Journalism. Details at www.ire.org/execdir (8/7)

JOB OPENING: SR RESCH ANALYST-MTV NETS: 2-4 yrs exp in analytical role. Strong writing/presentation sk. Knwlg of TV and online metrics and systems. BA/BS in a related field. Apply: www.mtvncareers.com EOE/M/F/D/AAP (8/7)

JOB OPENING: MGR OF AD SALES MARKETING/MTVN/TVLand/NYC: Knowledgeable Project Manager with 5 yrs experience in Marketing. Passion for brand. Creative thinker /Strong communication skills. EOE/M/F/D/AAP www.mtvncareers.com (8/7)

JOB OPENING: V.P. AD SALES MTVu/MTV Networks, NY: NY/5-7Exp Media Sales/Strategic ldr/Focus on yth cllge mkt/grss roots mktg exp/www.mtvncareers.com or [email protected] /EOE/M/F/D/AAP (8/7)

JOB OPENING: DIR . -RESEARCH/PLAYBOY ENT.-LA: Dev. market research and evaluation to support marketing initiatives and product investment decisions. 7 yrs exp. with research in the entertainment industry.Apply to [email protected] (8/7)

JOB OPENING: NETWORK & CABLE SR RESEARCH ANALYST/SPT: Analyze Nielsen ratings, write daily analyses for TV series, assist w/nat’l program sales presentations & analyze primary research initiatives. www.sonypicturesjob.com (8/7)

JOB OPENING: REGIONAL MGR/Scripps Network/Affiliate Sales- NY: Dvlp MSO relations/ensure distribution for NE region/3+ yrs affiliate sales experience/BA equiv work exp/Apply at www.scrippsnetworks.com (8/7)

SUMMER INTERNSHIPS – These positions are for credit only – nobody gets paid here. They are posted for free, and students work for school credit only. For more information on the specs for posting an Internship ad, email Trish at  [email protected] .

SITUATION WANTED ADS, POSTED BY THOSE LOOKING TO BE HIRED …

SITUATION WANTED: SYNDICATED SALES SElF-STARTER w/ diverse media experience seeks leadership role in intl TV/film content distro/development (docs/lifestyle/reality/drama/formats/new media). [email protected] (8/11)

SITUATION WANTED: REALITY TV PRODUCER AND WRITER: Show runner experienced in reality, hidden-camera and comedy shows. Former “Beavis” staff writer. Clips at http://www.youtube.com/profile?user=GuyReel Contact: [email protected] (8/11)

SITUATION WANTED: SR RESEARCH ANALYST/MKTG MGR/LA: 7+ yrs media ind. Strong Navigator, Explorer, Scarborough, CMR. Adv. MS apps. Seeking job in network/cable/studio/agency or other dynamic industry. Contact [email protected] (8/11)

SITUATION WANTED: INTERNET MARKETING SPECIALIST SEEKING CONSULTING /LA/NYC/SF/DC: Talented in complete campaign management including SEO, PPC, affiliates, e-zines, RSS, ad placement, etc. LA based, can work remotely. [email protected] (8/11)

SITUATION WANTED: COORDINATOR/EXEC ASST NYC: 7+ years experience in the entertainment industry – Music/Film/TV. Seeking next step at a film company in marketing/promotions/publicity department. Please contact: [email protected] (8/10)

SITUATION WANTED: SHOW RUNNER & PRODUCER: Seeks employment in NY or LA. Story Development & Writing, Field Shooting & Interviewing, Production Mgt experience. Cable, Public TV, Films, Commercial credits. (Docs, Reality, Drama) [email protected] (8/10)

SITUATION WANTED: Recent Wesleyan University grad. Seeking entry-level position at media planning agency or department in NY. Please contact [email protected] (8/10)

SITUATION WANTED: Recent NYU grad. Film BFA w/ minors in journalism, fine + studio arts. Wealth of set + office experience. Seeking ENTRY LEVEL FULL-TIME PRODUCTION OR ADMINISTRATIVE POSITION in LA. Please contact: [email protected] (8/9)

E-mail Trish Pihonak for rates and specs for Job Openings.

Are you looking for a job? Post your Situation Wanted Ad here — Email Trish Pihonak for specs.

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