While 18% of Indian rural populations have access to free treated water. 41% of rural populations have mobile phones. During a study of 180 villages in 2001, 65 of them subscribed to cable and that number has gone up to 90 within 2 years. Our insight is that low income people are not willing to pay for water because it is viewed as something that is free. Let's reduce the grueling travel it takes to get access to drinking water. Often women in a family make around six trips a day with each trip being close to 2-3 kilometers to gather sufficient drinking water for the family. What if you get water for free with your cable or any ________________________ (help us fill in the blank) subscription.