So this is just, I think this will just take a very short period of time, I mean, without the real estate business. But going forward, I mean, our overall margin will still improve and show good leverage in our operating basically.

Operator

All right. And your next question comes from Eddie Leung, Banc of America. Please proceed.

Thomas - Banc of America/Merrill Lynch

Hi. I'm [Thomas] asking questions on behalf of Eddie. Just a quick question, will you give us some color on the content cost for some of the special events like Asian Games, World Cup and World Expo? Thanks.

Charles Chao

What's the last one that you are saying, the Asian Games, World Cup and?

Thomas - Banc of America/Merrill Lynch

The World Cup and the Shanghai Expo?

Charles Chao

Expo. Okay. I think typically, we're going to spend, I mean, extra dollar on major events but only the events that, I mean, actually attracts a lot of attention, I mean, for our audience, we're going to see some extra dollars, I mean, we'll spend, I mean, next year will be the World Cup.

Historically, I mean, only the World Cup and the Olympic Games will require extra attention for our content investment and for other smaller events like Asian Games, we're not going to see too much additional content cost.

And for the Shanghai Expo, I mean, it's not really too much about the content, it's more like a marketing and a sales event, so I’m not going to see -- we're not going to see so much increase in the cost of content in those areas.

But the world cup, I mean, will be one factor but I think it's only based to video content and we typically will buy video content for the major event. So I think that will happen probably in the second quarter, third quarter next year, I mean, and especially in the second quarter we'll see an increase in content.

But in general, I think the content cost will increase, I mean, with the revenue increase, especially we're going to increase a little bit more in the video content area going forward given video offering becomes more and more popular in the market.

But I think we are going to be very cautious in terms of video content investment, I mean, in the near future because in China, as you probably know that the environment for video content protection is not ideal at this point so any investment in this area may not result in very good return in near future.

But we are committed to, I mean, invest in the robust video platform and we will increase our video content in this area to stay at the very top of the competition. And but we are not going to see in the near future we are going to have a big tick in the video content cost going forward.

Operator

All right. And your next question comes from Dick Wei with JP Morgan. Please proceed.

Dick Wei - JP Morgan