It was more than a sporting event. It was a way of life against another way of life.

They pride themselves on being real.

We're constantly trying to get the 18- to 34-year-old attachment to the Olympics.

Everybody has upped the ante.

If you're working on more than three shows at a top level, you're probably doing too many.

We wanted to make sure that we separated daytime Martha -- the warm and friendly person -- from Martha the businesswoman, who built a billion-dollar business. And so all the promotion certainly does not have her being mean but on the other hand has her being strong. We did not want anyone to be confused that this is warm and fuzzy.