Oceanic Domain Awareness An Imperative Environmental Sciences Essay

Modern naval scheme is basically based on assorted agencies to turn up possible enemy forces across the oceans, a job complicated by the enormousness of the maritime environment, the immense figure of legitimate users, and the broad assortment of agencies by which an enemy can work the oceans to his advantage. The oceans are complex mediums whose nature provides ample chance for an enemy to avoid detection-weather, sea provinces, and coastal land masses all present considerable challenges to modern detectors. Peacetime economic usage of the seas complicates this job tremendously. The oceans are the universe ‘s foremost ( and arguably most unregulated ) main road, place to a huge and broad assortment of international impersonal transportation that possess no evident menace. Determining the enemy in such a crowded and complex environment is hard during conventional war, during an asymmetric struggle such as the planetary war on panic ( GWOT ) , it is a formidable undertaking. It is the asymmetric nature of GWOT that forms the nucleus of Maritime Domain Awareness ( MDA ) . In conventional naval war the enemy is comparatively good defined and about universally a battler. In GWOT, where literally any vas could be a possible enemy or arm bearer, or when any nautical event can hold an impact on the security of India, demands a much higher degree of consciousness than that usually required in a conventional naval struggle. This is recognised by the formal definition of MDA as articulated by the US authorities vide their document National Security Presidential Directive 41, 2004: – Maritime Domain Awareness is â€Å" the effectual apprehension of anything associated with the planetary maritime environment that could impact the security, safety, economic system or environment of U.S. This is accomplished through the integrating of intelligence, surveillance, observation, and pilotage systems into one common runing image ( COP ) that is accessible throughout the U.S. Government. Unlike traditional naval operations, it is evident that the end of MDA is far more than merely looking for possible maritime enemies poised to assail India. The deductions of â€Å" Anything associated † with the maritime environment that can impact the security, safety, economic system or environment go far beyond a authoritative maritime menace. As per the US reading, these include smuggling of people or unsafe ladings, buccaneering, proliferation of Weapons of Mass Destruction ( WMD ) , designation and protection of critical maritime substructure, oil spills, conditions, and environmental concerns among other events. Nautical events that could potentially impact India are non the lone wide-ranging component of MDA it is besides indispensable that menaces be identified as early and far from the seashore as possible. The planetary nature of MDA activities happening overseas and in foreign ports is really much a portion of MDA. For illustration, if a lading is loaded in Aden and its ultimate finish is India ( via several other international ports ) , the burden, conveyance, security, and all affairs associated with that container would be portion of MDA. MDA must hence be exercised over all oceans worldwide, and potentially cover all nautical involvements that finally impact India. Puting in topographic point an effectual MDA is a powerful undertaking sing the scope of possible security challenges and tremendous geographic country represented by the maritime sphere. In India a overplus of bureaus possessing a broad scope of operational and intelligence capablenesss would necessitate information merg er under the over-arching MDA. Although many factors are considered in MDA, its nucleus procedure is finally the monitoring of vass and the vass ‘ lading, crews, and riders to quickly bring forth geo-locating information on vass of involvement. This is an analytical procedure that includes trailing, informations base hunts for unknown linkages and anomaly sensing. Cardinal to this is the sensing, monitoring, tracking of vass. This tracking procedure is comprised of five elements designed to concentrate on a narrow country of tactical dimension where menaces can be identified and isolated viz. ; Maritime surveillance, Detection, Tracking, Classification & A ; Identification and aiming. Targeting involves construing sensing and designation information fused with intelligence to screen vessel purposes and determine hazard. MDA ‘s nucleus is using the vas tracking procedure to a superimposed defense mechanism theoretical account centred on the coastline of India, the ultimate end of which is to observe possible menaces early and as far off from the Indian coastline as possible. As there is no individual high value unit to protect MDA â€Å" beds † are expanded to include an full coastline with the overall end of co-ordinated surveillance. Not all countries in these â€Å" beds † are considered every bit, but instead extra attending is given to countries that are possible marks for the terrorist/enemy. The US has the 2000nm bound of the Maritime sensing and Identification zone MDIZ it is based on the legislated 96 hr presentment demand for foreign vass come ining U.S. ports. A vas going 20kts will get at its finish in approximately 96 hours. MDIZ ‘s purpose is to garner more timely information on the vas as it approaches closer to the U.S. seashore. When come ining the MDIZ, places every four hours are the norm while in territorial Waterss the end is to obtain positional informations every 3 proceedingss. There are many systems that could supply a high grade of surveillance and tracking informations, but the existent merger of this information remains a job country. In order to deduce a comprehensive MDA image, information demands to be fused, correlated, and analysed and for it to be relevant to national security it must be designed to run cohesively at tactical, regional and strategic degrees. Strategic MDA On the national degree, nautical scheme is critical for long term planning, operational penetration, and supplying national determination shapers with support to set up precedences, determine schemes of mutualist administrations, allocate national resources, and determine degree of overall maritime menace This is a hard procedure during normal peacetime operations and is peculiarly ambitious in the invariably altering asymmetric maritime environment that MDA is designed to turn to. MDA ‘s ultimate end is to obtain a sense of planetary consciousness that reaches beyond the confines of the tactical and regional degrees. If MDA was merely a defensive scheme against a known military or terrorist menace, it could be obtained by organizing defensive beds around India. But as an informational/awareness system, its ends are far broader, seeking to understand all possible maritime menaces to India, many of which could arise overseas in an unoffending mode. Strategic MDA requires a wide position and capablenesss at the highest degrees of analysis, intelligence, and policy. It requires the realignment of bureaucratism and the re-tasking of national assets toward the overall end of planetary consciousness. A Centre for strategic MDA must hold experience in multi-organisation operations and processs that can exceed the spread between the armed forces, jurisprudence enforcement, and regulative bureaus that are portion of MDA. In the maritime sphere, this is possible through enlargement of bing substructure, specifically developing such a fusion/analysis point. Two countries of detector engineerings that have peculiar pertinence to strategic MDA are a orbiter based feeling capableness and a net work of submerged surveillance detectors.Structure of the Indian MDAThe 26 Nov 2008 onslaught on Mumbai has been analysed and security spreads addressed to explicate the MDA. The cardinal rule for the MDA has been the application of informations blending to acquire actionable int elligence inputs to mensurate, comparison and place and prosecute and forestall sea-borne condemnable activities. The figure of different bureaus at cardinal and province degree involved is 13, and hence effectual coordination is an issue. Some of the enterprises include: – – Launch of GSAT7 orbiter in geosynchronous orbit by lSRO, with Rukmani terminuss ( ex Israel ) placed on Major war vessels for instantaneous informations transportation to run into the demands of the Navy. ISRO is besides likely to set in topographic point by 2013 the Indian Regional Navigation Seven Satellite System ( IRNSS ) which would supply informations within 1000 stat mis of India. – Puting up of The National Command Control Communication and Intelligence web ( NC3IN ) . – The puting up of a radio detection and ranging concatenation ( X band AIS receiving system VHF and Electro-Optics ) of 46 detector Stationss being linked with the AIS inputs ( Covering the full Indian seashore ) , and LRIT and Vessel Traffic Management Systems. Coastal secret plans are maintained by the ICG Regional HQs to back up the Joint Operations Centres ( JOCs ) set up following to naval nautical operations suites ( MORS ) in all naval bids and at New Delhi. – Puting up of Multi Agency Centres ( MAC ) for intelligence inputs and studies. – Registration of fishing vass by provinces, and proviso of battery operated Distress Action Terminals ( DATs ) for vass below 300 dozenss. DG Shipping would supply smaller fishing boats with AIS transponders which has enforced ISPS codification for Port security with port security programs. Supplying Biometric /recognition individuality cards for fishermen which can be identified on a machine on board surveillance platforms. – Puting up of a Marine Police force with 73 Coastal constabulary Stationss across 9 provinces and provided with 5 and 10 ton trade which can police inshore Waterss. – A uninterrupted outline of record of transporting with World Customs Organisation has been enforced and MARSEC security degrees are exercised and coastal villagers educated on demand to be argus-eyed by the IN and ICG. – The Indian Navy has instituted Marine Commandos Rapid Reaction Forces and a Sagar Prahari Bal ( SPB ) of 100 mariners who are being equipped with 80 fast interceptor trade ( FICs ) for protection of naval bases, VAs and VPs. UAVs and Aerostats are besides planned for initiation. – Coordinated coastal and seaward plus patrolling has been strengthened by the IN and the ICG. – All stairss for MDA are networked with the Indian Navy ‘s fleet of ships, pigboats and MR aircraft. The Government of India has put in topographic point a formidable program for MDA, and the single systems are being setup prior to concluding integrating and fusing of informations. It is expected that the MDA would be to the full functional by 2015. However, in close hereafter it can be presumed that Indian Navy would draw a bead on to get formidable sea denial and sea control capablenesss. It is opined that the footings Sea watch/denial/ control are likely to spread out and transform in to ‘Oceanic infinite watch/ denial/control ‘ . The term Oceanic infinite denial/control would encompass a cylindrical infinite in 3D+ dimensions ; that is the sea surface, the atmospheric volume above, the outer infinite at least up to low Earth revolving satellite highs, the H2O volume up to the sea bed, the sea bed itself and besides security of the deep sea mining assets in the EEZ. ( Opinion of the writer ) . The above premiss implies that a broader pelagic skyline is in fact inclusive of non merely extended and broader spacial operating sphere, but besides much wider and broader raid in to the verticals below the surface to the sea bed and above up to fringe of the ambiance. Unless deductions of this nature are anticipated and factored in, technological prognosiss themselves would drag behind the rapid progressing gait of engineering and the synergisms being achieved due to harmonization and version inter and intra scientific Fieldss. Therefore it is imperative that holistic positions into the information consciousness sphere include the pelagic sphere consciousness every bit good as it ‘s connect with India ‘s security and MDA. Oceanic Domain Awareness Scientific survey of the oceans originated in U.S. basically as a map of national security. Probes that focused on the tactical and operational impacts of the fluid, geophysical, chemical and biological Marine environment upon U.S. Navy operations successfully addressed many disputing naval demands ; but oceanographic enquiry in support of naval demands besides triggered unexpected consequences. In many cases the cognition of the oceans that was acquired through directed surveies – and through complementary lines of enquiry that were enabled by tools developed for naval oceanographic research – farther wedged national security in ways that were non anticipated and which transcended tactical and operational significance and could be considered of more strategic effect. The primary drift to the rapid development of oceanology during its twentieth century yearss as a scientific discipline is without a uncertainty the pigboat and the cardinal alterations that occurred when naval warfare became genuinely 3-dimensional. Prosecuting pigboats was executable chiefly through the transmittal of submerged sound, actively by echo sounder to echo-locate marks and passively by listening hydrophones and triangulation. The range of oceanographic attempts in the chase of the pigboat opened all of the oceanographic subjects ( physical, chemical, biological, and geological oceanology ) to increased investing, research attempt and – significantly – to integrating. Twentieth-century oceanology was basically a security-based enterprise to cut down the opacity of the oceans to antisubmarine warfare in WWI, WWII and the Cold War, and harness that opacity for violative pigboat operations, along with a host of other security based naval concerns. In the ocean scientific disciplines, new engineering necessarily leads to new finds and to cardinal progresss in basic cognition. In the old ages following World War II, the first global-scale function and sampling of the seafloor by oceanographic research vass led straight to the find of seafloor spreading and the development of the theory of home base tectonics which has since revolutionised thoughts of Earth construction and development. A decennary subsequently, the first geographic expedition of mid-ocean ridges utilizing deep-towed vehicles and manned submersibles resulted in the singular find of deep-sea hydrothermal blowhole communities with antecedently unknown signifiers of life and a huge, still mostly undiscovered microbial biosphere below the seafloor. Over the past two decennaries, ocean physicists, chemists, life scientists, and geologists have used a assortment of tools, from instrumented buoys to deep-sea boring, to redefine their apprehension of the ocean ‘s f unction in commanding conditions and longer-term clime alteration. The ocean scientific disciplines are now on the threshold of another major technological progress as the scientific community begins to set up a planetary, long-run presence in the oceans in order to understand the temporal variableness of ocean systems on clip graduated tables runing from seconds to decennaries or longer. This chance arises from the meeting of a figure of emerging new technological capablenesss, including: – – Telecommunication engineering ( e.g. , orbiters, fiber-optic pigboat overseas telegrams ) that makes possible real-time telemetry of huge measures of informations to shore every bit good as real-time synergistic control of instruments in even the most distant parts of the deep sea ; – Telecommunication overseas telegrams that enable important degrees of power to run instruments from the sea surface to the deep seafloor ; – New detectors that make possible in situ measurings of physical, chemical, and biological procedures ; – Computational and patterning capablenesss to construct more realistic, multidisciplinary, and prognostic theoretical accounts of ocean phenomena ; – Data archival systems that can hive away, pull strings, and recover immense volumes of informations from arrays of detectors ; and – Computer webs that can convey real-time informations to the desktop, which could potentially immensely increase engagement of research workers, pupils, pedagogues and the general populace in ocean research and find. An illustration of a double usage observatory is the Sound Surveillance System ( SOSUS ) , a classified system developed by the U.S. Navy in the late fiftiess to observe, path, and sort Russian pigboats utilizing arrays of submerged hydrophones. SOSUS is a web of acoustic arrays in which hydrophones are connected to a shore station by a pigboat overseas telegram. Research workers with security clearances have used the system for productive surveies of mid-ocean ridge volcanic-hydrothermal systems, marine mammals, and acoustic thermometry. SOSUS has besides provided the research community with technology know-how that will be relevant to any cabled web of ocean observatories. One lesson from the U.S. Navy ‘s SOSUS type of arrays is that the acquisition and public distribution of acoustic and other geophysical informations in some parts along a state ‘s coastline poses a important national security hazard. Technologies ( e.g. , robust detectors and substructure, independent vehicles ) must be developed to heighten informations aggregation in all conditions conditions to back up high-spatial declaration and near-real-time prediction throughout the Open Ocean and coastal zone. Supplying accurate and comprehensive environmental information will necessitate spread outing experimental webs to supervise, record, and present real-time, surface-monitoring informations ( e.g. , high-frequency, coastal-based radio detection and rangings ) . This enlargement will necessitate progressing detector and engineering development, peculiarly for independent and relentless observations, every bit good as for long-run detecting systems ; spread outing real-time or near-real-time informations aggregation on environmental variables by integrating experimental capablenesss of ships of chance ( e.g. , fishing, lading, and rider vass ) ; and heightening automated and independent bottom-mapping capablenesss for alteration sensing to better rapid, all-out study programming. Datas collected by the detecting systems must be accessible through a comprehensive national information web, either through a individual system or a distributed web. Developing this information web will necessitate new methodological analysiss that address spreads in informations aggregation, sharing, and interoperability of engineerings, and should allow integrating of bing research into operational systems ( e.g. , systems supplying real-time pilotage informations to vass ) . This information web should be able to associate with other databases, such as those concentrating on ecosystem informations, and developed in conformity with international criterions for informations exchange. The national information web will besides supply the informations needed for theoretical accounts imitating multiple scenarios to better understand possible impacts, conditions events or semisynthetic breaks on Marine operations, and to back up operations Restoration programs. The seashore and unfastened ocean are critical spheres for the security of a state with sea as boundaries, both at place and abroad. National-security operations in the ocean take topographic point globally and frequently require uninterrupted, near-real-time monitoring of environmental conditions utilizing tools such as independent detectors, targeted observations, and adaptative modeling. These capablenesss, combined with improved apprehension of the ocean environment enabled by other ocean scientific discipline research activities, will back up accurate ocean-state appraisals and let hereafter forces to carry on joint and combined operations in near shore and deep-ocean operating environments, anyplace and at anytime. In position of the treatment above it has been brought out that the MDA needs to be integrated within pelagic sphere consciousness for completeness of maritime cognition, the deficiency of which can take to serious effects as has been brought out in a recent appraisal of naval exercisings and arm fires in the US, where it was found that over 90 % of them were affected adversely due to amiss assessed or small known environmental factors. In an existent struggle, these would hold led to mission failures. This lone under-pins the fact that Oceanic Domain Awareness is an enabler for the hereafter and an jussive mood for a state like India.

Magazine articles Essay

This paper summarizes two articles related to physics. One, written by Appell David, discussing the possibility of our planet Earth, being engulfed by sun, eventually. Second, is a news item, on the largest Neutrino Telescopic being built at the south Pole. Both articles have appeared in the magazine, ‘Science Daily’. In the first article, the writer claims that the scientific community believes that the sun is expanding making itself more brighter. After billions of years, it would expand so much that it would engulf earth. To be precise, â€Å"About 7. 6 billion years from now, the sun will reach its maximum size as a red giant: its surface will extend beyond Earth’s orbit today by 20 percent and will shine 3,000 times brighter. In its final stage, the sun will collapse into a white dwarf †. ( David Appell) This theory was disagreed on the basis that, as Sun expands, it will be loosing on its mass, and due that the gravitation force will also be reduced. Hence, as the gravitation force reduces, Earth will be drifting away from Sun, and hence, maybe able to escape the engulfment. However, recent calculations, based on the perturbation theory, released by Italy’s National Institute of Nuclear Physics, by Lorenzo Lorio, tend to agree with this theory. The factor that tends credibility to his argument is not his number game, but his statement that as Sun loses mass and expands, its rotation must also slow down. This is known as angular momentum, in simple terms. Due to this angular momentum, there will be a huge tidal bow on sun’s surface, and its gravitational pull will engulf Earth. Hence, all celestial bodies, within a distance of 1. 5 AU will be engulfed. This article throws a new light on our futuristic cosmic vision, using principle of physics, which quite old. Now, the concept of angular momentum, can be used to depict the future of celestial bodies also. This was not the case so far. The second article is a news report, on work being done University of Delaware, in the South pole, regarding erection of world’s largest neutrino telescope. Neutrino, is one of the fundamental constituents of matter, they have no charge and interact very weakly, so they can travel millions of miles through space. They can pass through planets also. The working principle of this telescope is radically different from the conventional ones. â€Å"consists of kilometer-long strings of 60 optical detectors frozen more than a mile deep in the Antarctic ice like beads on a necklace. Atop each string of deep detectors sits a pair of 600-gallon Ice-Top tanks, each containing two optical detectors†. (Science news) The ice-top detectors measure the particles that are generated by the high-energy cosmic rays that are continuously being showered from the cosmos, towards earth. Whenever a flash of light is detected, the nearby laboratory receives the communication, and its genesis is traced. This genesis could be way an exploding star or a the black hole. The learning derived from this news report is the drastic pace at which research methods are changing and being innovated upon. This new research method, of mounting a telescope beneath the ocean, may change the definition of telescope also, because, conventionally. , a telescope is a instrument on the surface of Earth, facing the skies !!! It also reminds us of the never ending human thirst for acquisition of knowledge, in all spheres, including the terrestrial space. To quench this thirst, he constantly keeps on deriving and experimenting with new means and methods. Renaissance, and the subsequent development of subordinate equipment systems, ahs changed the very way we live our lives !!! References: 1) Appell David, ( September 2008), â€Å" The sun will eventually engulf Earth-maybe†, retrieved on 11 December 2008 from : < http://www. sciam. com/article. cfm? id=the-sun-will-eventually-engulf-earth- maybe> 2) Science news, ( 11 December 2008) Building world’s largest Neutrino Telescope at South Pole, Science Daily, retrieved on 12 December 2008 from: < http://www. sciencedaily. com/releases/2008/12/081209221746. htm >

Music Essay Example | Topics and Well Written Essays - 1000 words

Music - Essay Example This much creativity in the musical history was never witnessed before. The work done under this era had great emotional and structural significance. This symphony is an excellent example of a classical piece introduced in the later half of the eighteenth century. It also includes elements of romance to be continued in the nineteenth century. First performance based on this symphony was on 7th April 1805. The instruments used in composing the symphony include flutes, oboes, clarinets, bassoons, horns, trumpets, timpani and strings. The structure of the symphony is as follows: 1. Allegro con brio 2. Marcia funebre: Adagio assai in C minor 3. Scherzo: Allegro vivace 4. Finale: Allegro molto Actually Beethoven composed this symphony for Napoleon Bonaparte and planned to dedicate the symphony to him only. This was because as a person, Beethoven was deeply inspired by the people who led the French Revolution and Napoleon was one significant and respectable person of that era. This reflect ed some great respect and admiration that Beethoven had for Napoleon in his heart. Considering his financial situation at that time, he could have also dedicated this symphony to Prince Franz Joseph and received a great monetary reward for it. But he did not turn away from his initial decision and dedicated it to Napoleon only. All these insights about Beethoven were given forward by Maynard Solomon. But in May 1804, when Bonaparte declared himself to be the ‘emperor of the French’, Beethoven got very disheartened and disgusted at this declaration. He went to great extents to display his ferocity and hatred for Napoleon. He went to the table where his symphony laid, and then he grabbed it and tore the first page on which the title of the symphony was written. He tore it into pieces brimming with anger. The title of this symphony was Bonaparte. This incident has been narrated by Ries in a very interesting manner: In writing this symphony Beethoven had been thinking of Bu onaparte, but Buonaparte while he was First Consul. At that time Beethoven had the highest esteem for him and compared him to the greatest consuls of ancient Rome. Not only I, but many of Beethoven's closer friends, saw this symphony on his table, beautifully copied in manuscript, with the word "Buonaparte" inscribed at the very top of the title-page and "Ludwig van Beethoven" at the very bottom. †¦I was the first to tell him the news that Buonaparte had declared himself Emperor, whereupon he broke into a rage and exclaimed, "So he is no more than a common mortal! Now, too, he will tread under foot all the rights of man, indulge only his ambition; now he will think himself superior to all men, become a tyrant!" Beethoven went to the table, seized the top of the title-page, tore it in half and threw it on the floor. The page had to be re-copied and it was only now that the symphony received the title "Sinfonia eroica.† (Beethoven and Hamburger 29-30) The real version of th e symphony however has been preserved through a person who copied the original symphony. In 1821, when Bonaparte died, Beethoven said that he had written the symphony for this sad day seventeen years ago. He said it on Bonaparte’s funeral. The symphony was thus written for signifying the heroism of the great emperor, Napoleon Bonaparte. It is because of this background information that this symphony of Beethoven is said to have a strong emotional value. A major chunk of this symphony was written in the later half of 1803 and was completed in early 1804. It was first time performed in front of the public in Vienna's Theater an der Wien on 7 April 1805 by Beethoven himself. For this performance, the work's key was announced as "Dis", the

The Managerial Venture and Successful Marketplace Case Study

The Managerial Venture and Successful Marketplace - Case Study Example Final considerations are related to the company’s capacity to assess a best practice to cope with the ethical standard, with an eye on the success stories within major knowledge-intensive industries, together with a primary analysis of the macroeconomic conditions in an industrial perspective as well. This work is based on considerations and evaluations for a business emerging in the United States, that aims at developing a comprehensive software in order for a small enterprise to enter the gambling market on an accurate and feasible way. A family run- small business is, therefore, analyzing on a strategic, financial and regulatory perspective the major elements and factors that may impede the business growth, together with a comprehensive evaluation of the intrinsic characteristics of the business that is being designed in this sense. Major focus will then be dedicated to the business capacity to meet all the existing regulations and recommendations that govern the industry in which the software is expected to operate, while on the other side major elements that may impair the software spread will be also related to the managerial ability to cope with internal regulations and with Ethic practices. A comprehensive and integral evaluation of this case will, therefore, cover the business impact of stakeholders, the international code of ethics characteristics, the ethical framework together with a final individual opinion in this sense. The development of this business requires a preliminary accurate and extensive understanding of all the possible stakeholders that are considered for the analysis of a business and ethical perspective: A major preliminary stakeholder is a government. The capacity to cope with all the ongoing regulations and laws governing the gambling business is in this sense a proof of its importance in this field.

Benfits of a universal bar exam Essay Example | Topics and Well Written Essays - 750 words

Benfits of a universal bar exam - Essay Example The second common bar exam is the Multistate Bar Exam (MBE) that covers seven areas of law and it is used by 48 states and the district of Columbia. The Multistate Essay Exam (MEE) is used to test the ability of the students to use complex answers to difficult questions, the state that does not apply MEE use a state precise edition that focus on the laws of the state. The Multistate Performance Test (MPT) is used to test the ability of a law student to perform the basic duties of an attorney such as writing memos to clients or judges and writing judicial opinions and it is used in 33 states (National Conference of Bar Examiners, 2007). These variations of the bar exams in the state make law practice exceedingly difficult for law graduates to work in different states from the ones they graduated in, this essay will therefore try to look at some of the advantages of using an universal bar exams in testing law students from all the states and other American territories. Universal bar ex ams, since they will be uniform, will enable the students in the various states and American territories to be able to get employment easily in any of the state. This is because universal bar exams unlike the state specific ones which test the students using some of the state’s law uses laws that are applicable to all the states hence the standards will be much or less the same for all attorneys that sit the exams countrywide. In addition, this will give the Bar examiners a much simpler task of setting and marking these exams as the questions are standardized. Bar exams such as the Multistate Professional Responsibility Exam, which test the conduct of attorneys in regard to their peers in the law profession, their clients and the courts limit how and where attorneys handle cases. This is because, although the multistate professional responsibility exam is conducted in almost all the states, the remaining states have their own version of the same, which may differ with other s tates depending on what the professional conduct, and ethics of attorneys in the respective state dictate. This may bring conflict where an attorney from one state with a different code of conduct goes to practice in another state, which has different code of conduct and expectations from him. In addition, the MPRE is usually done three times a year, in different states; the timing of the exams may be different which may therefore lead to leakage of the exams spreading from the states that did it earlier to those states that do it at a later time, which goes to undermine the integrity of the exams. With different bar exams, the quality of law graduates that are produced from these exams differ, in one state, the exams might be very hard and which require a lot of extensive reading and research, while in another state. An equivalent version of the exam may require little effort from the students in order to pass them therefore the levels of preparedness of graduates from these two st ates will be different although their bar examination results will be showing they all passed. Universal

Medication Assignment Example | Topics and Well Written Essays - 750 words

Medication - Assignment Example For patients with a history of stroke nursing considerations are needed since some interactions exist between Gentamicin and some prescriptions for stroke. Since Gentamicin causes a feeling of tightness in the chest, patients with pneumonia cannot get a prescription (Goodman, 2003). An individual currently under treatment of respiratory disease cannot sustain chest pains witnessed after intake. Patients with septicemia and pressure ulcer wounds are safe to use Gentamicin. Magnesium 140 is used to maintain adequate magnesium level in the body. Magnesium is an important mineral for the muscles and nerves. The drug is administered intravenously after every 12 hours. The common side effects include muscle cramps, mild diarrhea, upset stomach and depression. There are no strict considerations for patients with a history of stroke, pneumonia, septicemia and chronic respiratory disease. Magnesium 14o cannot be prescribed for a patient with pressure ulcer wound. Lidocaine 1% is a numbing med ication used as a local anesthetic. It functions by blocking nerve signals in the body. It is introduced to the body directly to the blood through an injection. It is given intravenously 2 to 3 minutes on an initial dose. The common side effects include drowsiness, shakiness and dizziness, a feeling of passing out and fast heart rate. It is not a safe prescription to a patient with a history of pneumonia and stroke. A patient with chronic respiratory disease and septicemia is safe to use this medication (Goodman, 2003). Tigeycline is the first in glyclycycline class of antibiotics. A broad-spectrum antibiotic works best for skin infections and intraabdominal infections. The dosage for this drug is 50mg intravenously for every 12 hours. The common side effects are vomiting, nausea, vomiting and diarrhea. Its prescription to patients with a history of stroke, pneumonia and currently being treated for chronic respiratory failure is not apt. This also applies to patients with septicemia and pressure ulcer wound. This is because the organisms in the antibiotics can cause more infections. Dakin solution is an antiseptic solution used to treat infected wounds it works as a solvent action on dead cells where it develops a separation of dead and alive cells. The solution is highly unstable, and it is administered instantly. It is used by dipping the entire wound surface in the solution (Goodman, 2003). It does not interact and counteractions with drugs prescribed for other diseases. Enoxaparin is a low molecular weight heparin drug used to stop blood clots. It is prescribed for preventing deep vein thrombosis. It works by preventing the formation of clots in blood by preventing the 12-clot developing proteins in the blood. It is administered through an injection intravenously. This is after a period of 12 hours. The common side effects associated with the solution are diarrhea, bleeding, nausea and fever. It has no clear considerations with septicemia. However, for pat ients with history of stroke, pneumonia and chronic respiratory disease, nursing considerations are necessary. Prescriptions for these diseases can interact and counter-interact with Enoxaparin. Carvedilol is a type of prescription medicine in the beta-blockers class. It is generally used to stabilize patients with heart complications. The common side effects of the drug include fatigue, slow heartbeat, low blood pressure and severe allergic reactions. Prescription to a patient with a history of

Prohibition in America 1920-1933 Essay Example | Topics and Well Written Essays - 500 words

Prohibition in America 1920-1933 - Essay Example In 1920, the national policy of Prohibition began. The 18th Amendment to the Constitution had been officially ratified banning the sale, transportation and manufacture of alcohol in the US. ‘The Volstead Act of 1919, also known as the National Prohibition Enforcement Act, gave the 18th Amendment some teeth, clearly defining alcoholic beverage as one with an alcoholic content greater than 0.5 percent’ (Schultz 1999). But the enforcement of the Act became difficult as many Americans enjoyed liquor and would even break the law to acquire alcoholic beverages. ‘Rum fleets filled with liquor from Europe appeared off the Atlantic coast. As many as sixteen ships at a time would lie at anchor just outside US territorial waters while smaller boats made the run to safe harbors. The Canadian border was a sieve through which liquor easily flowed’ (Coffey 1975). As a result, the liquor flowed even finding its way to White House. It was a big failure. One of the important effects of Prohibition before repeal includes the declaration of US as officially â€Å"dry† from coast to coast.

Transfer to the University of Denver Essay Example | Topics and Well Written Essays - 500 words

Transfer to the University of Denver - Essay Example When in high school, all a teenager could think about is going to the university and doing a course which would eventually get him or her to the level of Bill Gates. However, this was not the case with me since I realized that reaching such a level included not only reading books, but also determination and passion in what one does. After some soul-searching and consultation, I was introduced to the University of Denver, in Colorado. I must say that I was stunned to know that such an institution exists. As I mentioned earlier, I longed for a place where I could live with individuals from diverse cultures, and there was not the better place than Denver University. Such an institution helps people understand others and promotes working together in society to achieve desired goals. The best part about the institution for me is that it offers Mechanical Engineering, which is a much better choice than Chemical Engineering. Mechanical engineers are more practical than chemical engineers. I noticed this while studying at the University of Colorado. Even though my GPA is lower than the required GPA standard in the University of Denver, the institution looks like a place which can motivate a person to learn and become successful academically. I have a mother who used to work extremely hard to keep me in school, but after she got diagnosed with breast cancer, every funding we had, went to her medical coverage. My mother was the breadwinner of the family, and after the diagnosis, she could not manage to keep her job. Her salary was not that much, and the best thing I can think of doing is joining an institution, which can help me attain academic prosperity so that I can look after my mother. We have managed to find a willing sponsor who wants to fund me in school. I consider that the best thing I can do is to excel academically, and there is no better place for doing this than at the University of Denver. I admire the university’s principle of equal opportunity to all, and I think, if given a chance to join the institution, I would work extremely hard to be successful.  

Please see instructions Assignment Example | Topics and Well Written Essays - 500 words

Please see instructions - Assignment Example the fertilizer falls, then the market supply curve would shift to the right because of the following reasons: The cost of producing the corns would have been reduced thus leading to increased supply. This also would enable many farmers that are either farming on large scale or small scale to engage in the production of corn since the production cost has been reduced for them (Flynn, et al, 2007). Another possible reason may be that farmers who are specialized on the cultivation of other crops are most likely to shift their production towards corn production If the government offers new tax breaks to the farmers, the market supply curve of the corns would shift o the right due to the following reasons: The cost of production would have been reduced as the realized profits are increased. This is because; the reduction of tax imposed on the production of the corns would encourage many farmers to practice corn production since high tax on corn production make many farmers to shy away from producing them. If tornado sweeps through lowa, then the supply curve of the corn production in the US would shift towards the left since the tornado would affect the corn production negatively. As a result, the supply of the corns would reduce. If the incomes of the buyers in the market for Adirondack vacations increases, the demand curve would shift to the right because of the following reasons; when the income increases, the demand for the products increases thus leading to a shift towards the right. The second reason is that the number of people with the ability to afford the product would rise thus increasing the demand of the product If the in the market for pizza read a study linking pepperoni consumption to heart disease, the demand curve would shift to the left due to the following reasons. A change in taste is likely to occur thus increasing the demand for substitutes as the as the demand for pizza reduces. The pizza consumers may shy away from the heart disease

To Build a Fire Essay Example for Free

To Build a Fire Essay A hero is someone who possess valor, capability, and captures the admiration of others through courageous deeds and noble traits; the main character in â€Å"To Build a Fire† by Jack London lacks all of these characteristics. The man makes many rookie errs throughout the short story and utilizes numerous tips from an old timer from Sulphur creek to try and fix them, he is grateful to the old timer, save for when he believes he is no longer in danger. After building a successful fire rather than thank the old timer he says to himself â€Å"well, here he [is]; he [has] had the accident; he [is] alone; and he [saves] himself† (pg. 26). The man believes he is better than average and believing that it is him all by himself exemplifies his arrogance. The fire fails and the man is once again wet in negative fifty below weather and to survive he must do something to stay warm, his idea is rather horrid though. To save himself and his fingers the man has the wild idea to â€Å"kill the dog and bury his hands in the warm body until numbness [goes] out of them† (pg, 530). When the man has to choose between his life and another he chooses to save himself essentially proving that he is not a hero, but rather a scoundrel. After all else the man merely surrenders his life, gives up, and decides to die in the least painful way possible. The man thinks it would be a good idea â€Å"to sleep to death† his intention is for it to be â€Å"like taking an anesthetic† (pg 533). Hero’s do not give up or take the easy way out; the man is a coward for just handing in his life in the manner in which he did. The man in Jack London’s story never reaches a heroic state; he is a normal man that makes a few mistakes and pays dearly for them.

News Consumption Strategic Implications Broadcasters

News Consumption Strategic Implications Broadcasters INTRODUCTION OF TOPIC Changing trends in news consumption and strategic implications for broadcasters The Indian Media environment has undergone changes in terms of news consumption trends as well as news production techniques. This has lead to contours of On demand culture for News which has been furthered by the digital revolution in the news arena. News consumption is shifting from a passive act to a proactive, interactive and participatory act. 2008 has seen some tremendous changes in the way we gather, share and interact with news.nes today is becoming less linear, less controlled, chaotic however increasingly participatory. The relationship between producers and consumers is changing. Examples of participatory news consumptions: Twitter showed its potential network to distribute raw information in almost instantly in the case of Mumbai attacks and arrest of American student in Egypt. Many media broadcasters took to using this medium as a strategy to cover the news. In early 2008 the channel CNN has built a platform called Ireport .com which permits anyone to submit and upload content from anywhere in the world and a team of journalist scours the content to look for stories. It could also sell this contributor generated created material on news wire for high margins. Another example would be Network 18 anchor Rick Sanchez used twitter to gather his story on twitter for Hurricane Gustav, showing conversations about the storm on screen. CNN even launched a daily show around it which was positioned as audience driven hour of days news and smart conversation Today in the news sector what is changing is how people interact with news , when they acquire it and thus old news deliverers must definitely adapt to it. The 24 hour television news channel in India today has become a meme. The random house unabridged dictionary defines a meme as a cultural item that is transmitted by repetition in a manner analogous to the biological transmission of genes. Today there is nothing new or different in the way news channels telecast news stories. Activism, excitement, concern, empathy all are packaged in the same way. Most channels look alive, behave alike, talk alike. There is scarcity as regards to channel loyalty in television news. Additionally with media proliferation, audiences are getting and more fragmented and thus news broadcasters are in a fight to gain new audiences. Garnering eye balls, retaining loyal customer, and targeting new segments to gain new audiences becomes extremely important in today times. But with changing consumption habits the same old strategies like breaking news, anchors, tickers may be becoming ineffective today. Thus broadcasters need to revisit these strategies to create differentiation and competitive advantage. The research plans to undertake a study on news consumption trends today the way forward and thereby look at strategies that broadcasters are using currently to tap the existing and potential news customer. The research attempts will be to predict current future news consumption trends and strategic tools used by the broadcaster. LITERATURE REVIEW The Indian news industry was for long governed uncontested by print media. Till 2008, the country consumed 100 million newspaper copies making it the second largest market in the world for newspapers. In 1976 regular broadcasting started in India and Doordarshan had monopoly. It was in 1991 that the concept of multichannel came into India with the advent of BBC, CNN, Prime sports, MTV and Star Plus. Since then with the increasing technological changes taking place there has been extreme competition in this segment as differentiators like breaking news, program choices, expertise, live coverage are slowly diminishing. Almost all news channels in India today are on the same platform / level today as far as capacity and resources available for production of news. Internet slowly entered with new technological framework and changed the rules of the game. 2/3 rds of the internet users today visit the internet atleast 2-3 times a week. Thus consumption of internet is increasing not only in terms of reach but also in terms of impressions. News broadcasters have started teaming up with digital platforms to provide news on the internet as well as mobile mediums. Social media is emerging as another platform for interactivity to take place in the news sector. More and more news is breaking first on Twitter, Facebook, blogs and Flickr today even before being livecasted on news channels. Also today, news is no longer the dull, uninteractive genre as it is associated to be. Increasing numbers of news channels are cashing in on interactivity by using citizen journalism / participatory journalism. This new competitive media landscape has lead proliferation of channels, fragmentation of audiences and lack of diversity among show formats and content. This has lead to a fight among news channels to retain and grow audience numbers. In this scenario first look at the displacement theory : Kayany Yelsma, 2000 used the displacement theory to suggests that with the advent of a new media the overall consumption remains constant and as consumption of one medium increases the consumption go another medium reduces. This would imply that as digital media grows, audiences would move away from broadcast and a change in news consumption habits would occur. However there are convergence theorists who argue that one need to look at the relationship between traditional and new media to understand how simultaneous consumption will change the way news has been consumed till now. Users and gratification theory Infante, Rancer andWomack, 1997 have used the U G theory to explain how individuals use mass media to satisfy their needs.The U G theory argues that peoples needs and interests influence their use of a particular medium and how they respond to it. The idea is that the audience is self motivated to seek the kind of gratification that they want. With the advent of internet gratifying the need of immediacy it is important to relook at the motivations of the audience to turn to broadcast news and their gratification opportunities to construct effective strategies to retain and garner new audiences. Thus although the theory suggest different needs / motivations of consumer there is no research done on the strategies undertaken by Indian news broadcasters to segment different audiences accordingly to different gratification opportunities and provide differentiated offerings to them and how this helps them gain a competitive edge with advertisers and viewers. Let us look at a few theories which seek to explain convergent media behavior and look at MEDIA CONVERGENCE as a strategy: Selective media theory Stempel Hargrove, 1996; Stempel, et al., 2000; Vincent Basil, 1997 have endorsed the selective media theory which suggest that individual direct their attention to respond to specific stimuli in their environment. This implies that exposure to different media content is an active choice and individuals will seek information regarding contents that interest them across all media platforms. That is the consumption of sports news on one platform will lead them to consume the content in the sports space on mobile, online , broadcast and other platforms if the individual is interested in that particular section. Niche theory Dimmick, et al., 2000 in the Niche theory suggest that individual derive different gratifications from using different media. These gratifications would in turn depend on the modality of the medium and as the overlap in these gratification offerings is low in the news industry, the mediums would be more complementary than displacement. Involvement theory Petty Cacioppo, 1986 in the involvement theory suggest that individuals involved in obtaining information on an area are more likely to consumer news from all mediums to optimize their resources to gain maximum knowledge. Thus highly motivated consumers will seek information across various media outlets. It is important to understand whether broadcasters today are using their multi platforms to generate interest in broadcasting medium and pull audiences from online to broadcast or they first break the news on broadcast giving out more information on other platforms. There are various opportunities for gaining audiences by using these theories and news channels today need to jump at them to create competitive edges for themselves. Convergence today has become the strategic option for many media companies although he levels of response from consumers still it make it possible to differentiate between Leaders, laggards and learner ( Denis et al , 2006 ). Thus at business growth levels convergence is linked to growth strategies in 3 ways : 1) Operational convergence 2) cross platform marketing where companies leverage their platforms and repurpose their old content for new viewers 3) developing on demand content thereby addressing viewer needs Thus there have been clearly been changes in news consumption behavior especially in metros like Mumbai where technological acceptance, lifestyles and media environment are fast changing. 2008 witnessed a phenomenal change in the way we consumer news. Participatory media formats have lead us to not only gather news but enabled us to share it and produce it. As demonstrated above, besides using convergent media to gain audiences, broadcast channels need to revisit their competitive and differentiation strategies. For decades breaking news has been used as an age old strategy to establish exclusivity and garner eyeballs. With the introduction of similar technology, real time streaming and social media all news channels are breaking news at the same. Hence there is a need to explore the relevance of breaking news as a strategy and its effectiveness. Program choice selection: Webster and Wakshlag have identified the main factor in program selection as availability. They say if viewer choices are dictated by what is available to them. Many programming strategies are designed to stop the viewer from searching for a more gratifying program based on the assumption that if their program does not annoy them they will not change them. Thus the aim of many programs is to avoid displeasure. Jeffres (1978) called such programs least objectionable programs (LOP). However digital factors make this factor irrelevant in the future. Apart from that they identified audience they watch a program with as an influencer and selection habits as another. They say if a program search is generally restricted to a particular number of channels which Heeter calls Channel Repertoire. Thus viewers may avoid certain programs because the channel or network is not in their repertoire. However there is no research done on the branding and programming Indian news channels undertake to be included in the set of acceptable channels of a viewer. Rosenstein and Grant (1997 have pointed out that habit is a factor for selecting certain mediums and offerings. However how broadcasters are tapping into this habit to develop channel loyalty is yet to be studied. Weimann, Brosius, and Wober have shown that there is little variation in consumption of news content. When two people watch the same news program, one may watch it because of the programs specific appeal, whereas the other one is simply waiting for another program to come on. This explains their finding that overall time spent with the news media is roughly the same, regardless of reported medium reliance .Beaudoin and Thorson,2004 who remarked that exposure to news is not necessarily an expression of attention to news. Given the possibility of involuntary avoidance, one should remark that the reverse also applies: Lack of exposure to news is not necessarily an expression of lack of interest in the news. Thus programming choices designed to meet needs of such audiences who express an interest can be used as a niche strategy to gain hold in such audiences. A few programming segments that broadcasters need to look at are Late night viewers and Sunday morning program choices as strategic programming decisions. The PEW research center , 2004 has undertaken studies have been conducted in the US , research needs to be done on what news channels are doing to tap gain TRPs with these audiences. Anchors as differentiators: To look at anchors as brands for the news channels we need to view them as ingredient brands. The reason why companies for adopting ingredient branding as a strategy is that it helps the host brand to improve distribution accessibility, differentiate itself from other competitors and enhance the long term equity of the host brand (Desai and Keller, 2002; Norris 1992). The ingredient brand can also build end users brand preference, stabilize consumers demand, and establish long-term relations with manufacturers (Norris 1992). Anchors / Tv show hosts can be looked in the same respect for news channels. Today Barkha Dutt ,Rajdeep Sardesai have become ingredient brands of the networks they represent. Different segments news gratifications to study strategies for gaining their attention: For youth audiences, the news consumption patterns become extremely critical as they get formed into habits for a lifetime around they time they leave for college.(e.g., Al-Obaidi, Lamb-Williams, Mordas, 2004; Barnhurst Wartella, 1998; Schlagheck, 1998). Thus many media selectively target college students as a long term strategy to gain first advantage into new generation of consumers (Barnhurst Wartella, 1998). Motivations for media usage vary by age, with motivations to escape or pass time usually highest among younger viewers (Greenberg, 1974; Rubin, 1979). College students are susceptible to depression (Rich Scovel, 1987), making them especially vulnerable to the formation of media habits that relieve dysphoria through attendance to escapist media content. Edward Huang, Indiana University-Purdue University Indianapolis, USA, 2007 has undertaken a study Studies on how do what uses do youth make of news and what gratifications they derive from it have been undertaken in the US . The following questions have been answered through this study. Have news media failed to address the youths news consumptions objectives? What role does participatory news media play in satisfying youths consumption needs What are the best strategies in serving young new consumers? To explore the question of emergent news consumption trends it becomes essential to explore the future users news consumption patterns. With myriad options of news outlets, including the Internet, college students are emerging more as news grazers, which means they check news periodically but do not have a particular time for news competitors (Pew Research Center, 2002). A new grazer are audiences which take advantage of the new media environment to check the news from time to time with no set patterns and with a passivity towards event and information. Thus they tend to follow the news on television with the remote control flipping the channel from time to time when they are disinterested. (Pew research 2004) Thus the battle among television news providers to capture the grazing audience has been heated up. Commercial success in such an environment requires the news product to cater to the interests of the news grazer. Thus news producers today cover topics that are less likely to prompt grazers to switch to another channel.( Bellamy and walker 1996) News providers have started downplaying political news to make it soft entertainment oriented news.( Patterson 2000) The strategies that present broadcasters are using to tap this audience will determine the future leaders. Senior citizens are the ones that have maximum time currency and thus strategies used to gain those eyeballs also become increasing important. Thus it is important to study this in the competitive landscape. Thus changing news consumption behavior has lead to news broadcasters to relook at their differentiators, strategies and also identity and target new audiences while retaining old ones so as to avoid becoming irrelevant or obsolete in future. NEED Gap: With the above mentioned technological and lifestyle changes there has been no study undertaken on consumption trends in 2008 2010 and thus predicting the future. Such studies have been undertaken for different segments in the US but not in the Indian context. RESEARCH OBJECTIVE/ SCOPE OF THE RESEARCH The scope of the research extends to both consumer trends in news consumption as well as broadcasters response and action to the same thereby drafting in conclusion the strategies which are used for differentiation in todays news scenario. The research objectives can be listed as below: To identify the patterns and trends in new consumption for various audiences To study the case Mumbai Terrorist blast to understand recent news consumption habits and delivery tactics. To list and rank the competitive strategies used by news channels to differentiate their offerings and gain new audiences To study the integration of print, broadcast, radio , citizen, digital , social mobile media and their working with each other to carry news in todays scenario Rationale: As literature and current news cases such as Mumbai terror blasts, 9/11, Economic Times launching a channel reveal consumption of news has changed today. Thus delivery tactics must be relooked and strategies revisited as differentiation is almost nil in the news broadcast industry today. There is a constant struggle to garner new audiences and thus it becomes important to follow the new trends. There has been no study conducted on the trends in news consumption today and in future times in the Indian scenario. Hypothesis: With the changing news consumption trends there is a need for broadcasters to align their delivery tactics and revisit their competitive strategies Research questions Are news channels truly differentiated in todays scenario? Is there any kind of channel loyalty? What are the strategies news channels are using for differentiation? What are the patterns and trends in news consumption for various audiences? How have broadcasters aligned their delivery methods to meet these news trends? How are various media integrated while provided news today? RESEARCH METHODOLOGY The study is primarily exploratory in nature. I shall be primarily using qualitative tools to identify trends from current data viable and accounting for the broadcasters perspective. Extensive Tam analysis study of viewership data already available Areas of information: Demographic and basic lifestyle information Source of news consumption Response to news Participation in news production and delivery Channel loyalty Perceptions about different brands Consumption behavior for different genre of news Impact of :Anchors, tickers, breaking news, programming choices Programming choices preferences for each segment Industry perspective In this phase after identifying the trends in consumption patterns I shall be undertaking a qualitative research for a few broadcasters to understand the tactics and strategies used by them. The different treatment given by them to these segments shall be understood. Also the need for differentiation and their action plans regarding the same shall be understood. Areas of information: Segmentation by broadcasters and different treatments of the same Tactics used by broadcasters to retain and develop channel loyalty Tactics used by broadcasters to gain new audiences Integration of traditional and new media by broadcasters Importance given to differentiation and strategies used to achieve the same Tool used: In depth interview I shall be meeting with experts in the broadcast company: Marketing, Programming Editorial. Media consultants were interviewed to understand the working of the business. The following panel of experts was used in the discussion of various aspects. Sampling: Purposeful Sampling This method allowed me to select experts based on relevant work experience and knowledge of the industry. Thus the information collected was highly credible and reliable. The method also was convenient as I was the only one involved in the selection process. This allowed me to make analysis and thereby compare different perspectives. Further snowballing was used as a method of referral sampling wherein through networks of professionals experts were reached. These experts made valuable contributions to the field. Case study method of analysis: Detailed study of 2 TV news channels- NDTV 24 x7 and CNN -IBN have been undertaken. A brief programming review, convergence strategies, differentiators, marketing branding strategies of the channels have been studied. Each case covers interesting new emerging strategies used by that particular broadcaster during the period of 2008 -2010. A single event based case study of how twitter was used during Mumbai blasts is also studied. This is used to study the effect of new media on consumption and the extent of the impact and implications it holds on the broadcasters. This case method allows me to study changes that have happened in the last two years in Channel strategies and also news consumption. Thus it allows me to map the different strategies used by broadcasters and identify emerging trends. Advantages of case study method: The case study method is most valuable when the researcher wants to obtain a wealth of information about the research topic. Case studies provide tremendous detail. Many times researchers want such detail when they dont know exactly what they are looking for. The case study is particularly advantageous to the researcher who is trying to find clues and ideas for further research. This is not to suggest, however, that case studies be used only at the exploratory stage of research. The method can also be used to gather descriptive and explanatory data. The case study technique can suggest why something has occurred. For example, in many cities in the mid-1980s, cable companies asked to be released from certain promises made when negotiating for a franchise. To learn why this occurred, a multiple case study approach examining several cities 16 could have been used. Other research techniques, such as the survey, might not be able to get at all the possible reasons behind this phenomenon . Ideally, case studies should be used in combination with theory to achieve maximum understanding (Wimmer Dominick, 1983:156). The case study method also affords the researcher the ability to deal with a wide spectrum of evidence.Documents, historical artifacts, systematic interviews, direct observations, and even traditional surveys can all be incorporated into a case study. In fact, the more data sources that can be brought to bear in a case, the more likely it is that the study will be valid (Wimmer Dominick, 1983:156,157). Disadvantages of case study method : There are three main criticisms. The first has to do with a general lack of scientific rigor in many case studies. Yin points out that too many times, the case study investigator has been sloppy, and has allowed equivocal evidence or biased views to influence the findings and conclusions. It is easy to do a sloppy case study; rigorous case studies require a good deal of time and effort (Wimmer Dominick, 1983:157). The second criticism is that the case study is not easily open to generalization. If the main goal of the researcher is to make statistically based normative statements about the frequency of occurrence of a phenomenon in a defined population, some other method may be more appropriate. This is not to say that the results of all case studies are idiosyncratic and unique. In fact, if generalizing theoretic propositions is the main goal, the case study method is perfectly suited to the task (Wimmer Dominick, 1983:157). Finally, like participant observation, case studies are likely to be timeconsuming and may occasionally produce massive quantities of data that are hard to summarize. Consequently, fellow researchers are forced to wait years for the results of the research, which too often are poorly presented. Some authors, however, are experimenting with nontraditional methods of reporting to overcome this last criticism (Wimmer Dominick, 1983:157). Even with these limitations, the methods provide a lot of possibilities as it is very flexible. It allows deep study of a specific subject. Thus having specified the method, the unfolding chapters refer to the case in point. Expected contribution: Theoretically, through the findings of the research, the user gratifications theory, nice theory, selective theory and involvement theory will be tested. I shall use these theories in the news genre and test the application of the same in this genre. On the practical front, the testing the hypothesis shall have practical significance for the broadcasters. Additionally the trends indentified and predicted for the coming year shall have strategic implications for news broadcasters. The trends shall enable the broadcasters target their prospective audiences better and use tactics to compete, differentiate garner new audiences. NDTV 24 X 7 Founded in the year 1988, the channel was Indias first and largest private producer of current affairs, news stories and entertainment .The brand NDTV 24 * 7 is the market leader and holds an unrivalled reputation for excellence. The following strategic initiatives for growth were undertaken by NDTV . Reliance Infocomm (2004): s In 2004, the channel tied up with reliance Infocomm, Indias largest mobile service provider to provide on the hour news updates of actual newscast with streaming of videos of NDTV news. This enabled Rim customers to watch streaming videos of election updates as well as other news coverage on their handsets. Southern Edition (2006): In 2006, the channel announced the launch of a southern edition - a daily news show using opt -out telecast technology for its viewers in Tamil Nadu, Kerela Karnataka. This show is on air on weekdays at 7 30 and on weekends there is an extravaganza of region specific programming. FTA (2007) : In 2007, it was converted to a FTA channel in the CAS notified areas of Delhi, Mumbai and Kolkatta.The channel is still a pay channel in Chennai. Durand Cup (2007): In 2007 NDTV decided to get into telecasting the live broadcast of Durand Cup 2007.No other news channel in India had beamed live sports before this. The reason behind this was that football viewership has been growing in India. The target audience is mostly 15 +, in SEC A+, A, B+ and B segments. PROGRAMMING Apart from news the channel also airs other programs like We the people and The big fight which are hugely popular. The channel continues to produce original content such as documentaries and special reports featuring political news, entertainment reports and cricket. The channel also has an afternoon weekday segment of the business and market news thereby encompassing all programs offering for their core viewer. The channel has an innovative approach to programming there taking the first step in news shows. Very recently it launched Newsnet2.0 which involves consumer engagement in the production of news as well as syndication of online content. It covers he hot topics which are currently exciting netizens across the world. It provides a 360 vision of all the mediums that people use to discuss their views on contemporary issues. Weekend programming: The weekend programming comprises an array of non news shows like Documentary 24 x 7, cell guru, picture this and others. There are also shows recapping and discussing the weeks news events. Weekday programming: A one stop solution for all interests of the target audience , on weekdays the channel provides news offering in sport, politics, business, national and current news. The Key shows We The People- This powerful opinion-based show, hosted by Barkha Dutt, puts eminent panelists at the mercy of an enquiring public, throwing the floor open for discussions on the issues affecting the country and its people and ensuring that the average citizen has his or her say. The Big Fight- Hosted by Vikram Chandra, the show pits those on opposite sides of an issue against each other in a lively and often heated debate. What emerges from the sometimes controversial opinions is a thorough 360Â ° view of the key national or global issue at hand. India 60: Verdict- NDTVs flagship news programme, India 60 Minutes, is complemented by this special debate segment on the major controversy of the day. Designed to be interactive, it lets viewers have the final word on the big issue in that days news, be it from politics, sports, entertainment or business Bombay Talkies- Sreenivasan Jain takes a walk with Mumbais renowned personalities, through an area that is especially significant to him or her. The freewheeling chat format of the show touches upon a range of issues, showcasing new facets of their persona. The show has featured people from all walks of life, including the likes of Amitabh Bachchan, Raj Thackeray, Nusli Wadia, Shatrughan Sinha and Sanjay Leela Bhansali. Walk the Talk- One of the flagship programmes of NDTV 24X7, it is a technical first in the Indian television industry, being the only programme in the country to be shot in one take. For four years and with over two hundred episodes, Indian Express Editor-in-Chief, Shekhar Gupta, has travelled and questioned every eminent national personality at a place of special relevance to the guest. Amongst the stellar guests the show has had, were all three of Indias recent Nobel Prize winners Dr. Amartya Sen, VS Naipul and the Dalai Lama. www.ndtv.com CONVERGENCE NDTV Convergence the new media arm of NDTV encompasses an array of digital media and mobile media services to provide a complete solution to advertisers and tap into the mobile/net savvy audience of todays times. NDTV ACTIVE : NDTV active is packaged with various mobile sites consisting of text based content like news, movies, astrology, music, lifestyle and stocks powered by NDTVs online content. The portal is monetized through ads, sponsorships, plus offering some sections of the portal on a subscription basis. He channel is looking at content syndication and they want to tie up with mobile operators to provide content for their mobile portals. NDTV convergence launched a free SMS service with July systems in partnership. The service called MISMS will enable mobile users to access multimedia content via sms. Users of this service can get the latest news, videos, stocks, and cricket scores by sending the short code to NDTV. The content is hosted on NDTV active which is NDTVs existing mobile portal. NDTV active receives about 15000 visitors a month. From its mobile services NDTV is targeting to achieve Rs. 4. 3 crore in revenue which comprises 15 % of their total revenue. OTHER PORTALS: NDTV website looks more like a general interest website than a serious ne News Consumption Strategic Implications Broadcasters News Consumption Strategic Implications Broadcasters INTRODUCTION OF TOPIC Changing trends in news consumption and strategic implications for broadcasters The Indian Media environment has undergone changes in terms of news consumption trends as well as news production techniques. This has lead to contours of On demand culture for News which has been furthered by the digital revolution in the news arena. News consumption is shifting from a passive act to a proactive, interactive and participatory act. 2008 has seen some tremendous changes in the way we gather, share and interact with news.nes today is becoming less linear, less controlled, chaotic however increasingly participatory. The relationship between producers and consumers is changing. Examples of participatory news consumptions: Twitter showed its potential network to distribute raw information in almost instantly in the case of Mumbai attacks and arrest of American student in Egypt. Many media broadcasters took to using this medium as a strategy to cover the news. In early 2008 the channel CNN has built a platform called Ireport .com which permits anyone to submit and upload content from anywhere in the world and a team of journalist scours the content to look for stories. It could also sell this contributor generated created material on news wire for high margins. Another example would be Network 18 anchor Rick Sanchez used twitter to gather his story on twitter for Hurricane Gustav, showing conversations about the storm on screen. CNN even launched a daily show around it which was positioned as audience driven hour of days news and smart conversation Today in the news sector what is changing is how people interact with news , when they acquire it and thus old news deliverers must definitely adapt to it. The 24 hour television news channel in India today has become a meme. The random house unabridged dictionary defines a meme as a cultural item that is transmitted by repetition in a manner analogous to the biological transmission of genes. Today there is nothing new or different in the way news channels telecast news stories. Activism, excitement, concern, empathy all are packaged in the same way. Most channels look alive, behave alike, talk alike. There is scarcity as regards to channel loyalty in television news. Additionally with media proliferation, audiences are getting and more fragmented and thus news broadcasters are in a fight to gain new audiences. Garnering eye balls, retaining loyal customer, and targeting new segments to gain new audiences becomes extremely important in today times. But with changing consumption habits the same old strategies like breaking news, anchors, tickers may be becoming ineffective today. Thus broadcasters need to revisit these strategies to create differentiation and competitive advantage. The research plans to undertake a study on news consumption trends today the way forward and thereby look at strategies that broadcasters are using currently to tap the existing and potential news customer. The research attempts will be to predict current future news consumption trends and strategic tools used by the broadcaster. LITERATURE REVIEW The Indian news industry was for long governed uncontested by print media. Till 2008, the country consumed 100 million newspaper copies making it the second largest market in the world for newspapers. In 1976 regular broadcasting started in India and Doordarshan had monopoly. It was in 1991 that the concept of multichannel came into India with the advent of BBC, CNN, Prime sports, MTV and Star Plus. Since then with the increasing technological changes taking place there has been extreme competition in this segment as differentiators like breaking news, program choices, expertise, live coverage are slowly diminishing. Almost all news channels in India today are on the same platform / level today as far as capacity and resources available for production of news. Internet slowly entered with new technological framework and changed the rules of the game. 2/3 rds of the internet users today visit the internet atleast 2-3 times a week. Thus consumption of internet is increasing not only in terms of reach but also in terms of impressions. News broadcasters have started teaming up with digital platforms to provide news on the internet as well as mobile mediums. Social media is emerging as another platform for interactivity to take place in the news sector. More and more news is breaking first on Twitter, Facebook, blogs and Flickr today even before being livecasted on news channels. Also today, news is no longer the dull, uninteractive genre as it is associated to be. Increasing numbers of news channels are cashing in on interactivity by using citizen journalism / participatory journalism. This new competitive media landscape has lead proliferation of channels, fragmentation of audiences and lack of diversity among show formats and content. This has lead to a fight among news channels to retain and grow audience numbers. In this scenario first look at the displacement theory : Kayany Yelsma, 2000 used the displacement theory to suggests that with the advent of a new media the overall consumption remains constant and as consumption of one medium increases the consumption go another medium reduces. This would imply that as digital media grows, audiences would move away from broadcast and a change in news consumption habits would occur. However there are convergence theorists who argue that one need to look at the relationship between traditional and new media to understand how simultaneous consumption will change the way news has been consumed till now. Users and gratification theory Infante, Rancer andWomack, 1997 have used the U G theory to explain how individuals use mass media to satisfy their needs.The U G theory argues that peoples needs and interests influence their use of a particular medium and how they respond to it. The idea is that the audience is self motivated to seek the kind of gratification that they want. With the advent of internet gratifying the need of immediacy it is important to relook at the motivations of the audience to turn to broadcast news and their gratification opportunities to construct effective strategies to retain and garner new audiences. Thus although the theory suggest different needs / motivations of consumer there is no research done on the strategies undertaken by Indian news broadcasters to segment different audiences accordingly to different gratification opportunities and provide differentiated offerings to them and how this helps them gain a competitive edge with advertisers and viewers. Let us look at a few theories which seek to explain convergent media behavior and look at MEDIA CONVERGENCE as a strategy: Selective media theory Stempel Hargrove, 1996; Stempel, et al., 2000; Vincent Basil, 1997 have endorsed the selective media theory which suggest that individual direct their attention to respond to specific stimuli in their environment. This implies that exposure to different media content is an active choice and individuals will seek information regarding contents that interest them across all media platforms. That is the consumption of sports news on one platform will lead them to consume the content in the sports space on mobile, online , broadcast and other platforms if the individual is interested in that particular section. Niche theory Dimmick, et al., 2000 in the Niche theory suggest that individual derive different gratifications from using different media. These gratifications would in turn depend on the modality of the medium and as the overlap in these gratification offerings is low in the news industry, the mediums would be more complementary than displacement. Involvement theory Petty Cacioppo, 1986 in the involvement theory suggest that individuals involved in obtaining information on an area are more likely to consumer news from all mediums to optimize their resources to gain maximum knowledge. Thus highly motivated consumers will seek information across various media outlets. It is important to understand whether broadcasters today are using their multi platforms to generate interest in broadcasting medium and pull audiences from online to broadcast or they first break the news on broadcast giving out more information on other platforms. There are various opportunities for gaining audiences by using these theories and news channels today need to jump at them to create competitive edges for themselves. Convergence today has become the strategic option for many media companies although he levels of response from consumers still it make it possible to differentiate between Leaders, laggards and learner ( Denis et al , 2006 ). Thus at business growth levels convergence is linked to growth strategies in 3 ways : 1) Operational convergence 2) cross platform marketing where companies leverage their platforms and repurpose their old content for new viewers 3) developing on demand content thereby addressing viewer needs Thus there have been clearly been changes in news consumption behavior especially in metros like Mumbai where technological acceptance, lifestyles and media environment are fast changing. 2008 witnessed a phenomenal change in the way we consumer news. Participatory media formats have lead us to not only gather news but enabled us to share it and produce it. As demonstrated above, besides using convergent media to gain audiences, broadcast channels need to revisit their competitive and differentiation strategies. For decades breaking news has been used as an age old strategy to establish exclusivity and garner eyeballs. With the introduction of similar technology, real time streaming and social media all news channels are breaking news at the same. Hence there is a need to explore the relevance of breaking news as a strategy and its effectiveness. Program choice selection: Webster and Wakshlag have identified the main factor in program selection as availability. They say if viewer choices are dictated by what is available to them. Many programming strategies are designed to stop the viewer from searching for a more gratifying program based on the assumption that if their program does not annoy them they will not change them. Thus the aim of many programs is to avoid displeasure. Jeffres (1978) called such programs least objectionable programs (LOP). However digital factors make this factor irrelevant in the future. Apart from that they identified audience they watch a program with as an influencer and selection habits as another. They say if a program search is generally restricted to a particular number of channels which Heeter calls Channel Repertoire. Thus viewers may avoid certain programs because the channel or network is not in their repertoire. However there is no research done on the branding and programming Indian news channels undertake to be included in the set of acceptable channels of a viewer. Rosenstein and Grant (1997 have pointed out that habit is a factor for selecting certain mediums and offerings. However how broadcasters are tapping into this habit to develop channel loyalty is yet to be studied. Weimann, Brosius, and Wober have shown that there is little variation in consumption of news content. When two people watch the same news program, one may watch it because of the programs specific appeal, whereas the other one is simply waiting for another program to come on. This explains their finding that overall time spent with the news media is roughly the same, regardless of reported medium reliance .Beaudoin and Thorson,2004 who remarked that exposure to news is not necessarily an expression of attention to news. Given the possibility of involuntary avoidance, one should remark that the reverse also applies: Lack of exposure to news is not necessarily an expression of lack of interest in the news. Thus programming choices designed to meet needs of such audiences who express an interest can be used as a niche strategy to gain hold in such audiences. A few programming segments that broadcasters need to look at are Late night viewers and Sunday morning program choices as strategic programming decisions. The PEW research center , 2004 has undertaken studies have been conducted in the US , research needs to be done on what news channels are doing to tap gain TRPs with these audiences. Anchors as differentiators: To look at anchors as brands for the news channels we need to view them as ingredient brands. The reason why companies for adopting ingredient branding as a strategy is that it helps the host brand to improve distribution accessibility, differentiate itself from other competitors and enhance the long term equity of the host brand (Desai and Keller, 2002; Norris 1992). The ingredient brand can also build end users brand preference, stabilize consumers demand, and establish long-term relations with manufacturers (Norris 1992). Anchors / Tv show hosts can be looked in the same respect for news channels. Today Barkha Dutt ,Rajdeep Sardesai have become ingredient brands of the networks they represent. Different segments news gratifications to study strategies for gaining their attention: For youth audiences, the news consumption patterns become extremely critical as they get formed into habits for a lifetime around they time they leave for college.(e.g., Al-Obaidi, Lamb-Williams, Mordas, 2004; Barnhurst Wartella, 1998; Schlagheck, 1998). Thus many media selectively target college students as a long term strategy to gain first advantage into new generation of consumers (Barnhurst Wartella, 1998). Motivations for media usage vary by age, with motivations to escape or pass time usually highest among younger viewers (Greenberg, 1974; Rubin, 1979). College students are susceptible to depression (Rich Scovel, 1987), making them especially vulnerable to the formation of media habits that relieve dysphoria through attendance to escapist media content. Edward Huang, Indiana University-Purdue University Indianapolis, USA, 2007 has undertaken a study Studies on how do what uses do youth make of news and what gratifications they derive from it have been undertaken in the US . The following questions have been answered through this study. Have news media failed to address the youths news consumptions objectives? What role does participatory news media play in satisfying youths consumption needs What are the best strategies in serving young new consumers? To explore the question of emergent news consumption trends it becomes essential to explore the future users news consumption patterns. With myriad options of news outlets, including the Internet, college students are emerging more as news grazers, which means they check news periodically but do not have a particular time for news competitors (Pew Research Center, 2002). A new grazer are audiences which take advantage of the new media environment to check the news from time to time with no set patterns and with a passivity towards event and information. Thus they tend to follow the news on television with the remote control flipping the channel from time to time when they are disinterested. (Pew research 2004) Thus the battle among television news providers to capture the grazing audience has been heated up. Commercial success in such an environment requires the news product to cater to the interests of the news grazer. Thus news producers today cover topics that are less likely to prompt grazers to switch to another channel.( Bellamy and walker 1996) News providers have started downplaying political news to make it soft entertainment oriented news.( Patterson 2000) The strategies that present broadcasters are using to tap this audience will determine the future leaders. Senior citizens are the ones that have maximum time currency and thus strategies used to gain those eyeballs also become increasing important. Thus it is important to study this in the competitive landscape. Thus changing news consumption behavior has lead to news broadcasters to relook at their differentiators, strategies and also identity and target new audiences while retaining old ones so as to avoid becoming irrelevant or obsolete in future. NEED Gap: With the above mentioned technological and lifestyle changes there has been no study undertaken on consumption trends in 2008 2010 and thus predicting the future. Such studies have been undertaken for different segments in the US but not in the Indian context. RESEARCH OBJECTIVE/ SCOPE OF THE RESEARCH The scope of the research extends to both consumer trends in news consumption as well as broadcasters response and action to the same thereby drafting in conclusion the strategies which are used for differentiation in todays news scenario. The research objectives can be listed as below: To identify the patterns and trends in new consumption for various audiences To study the case Mumbai Terrorist blast to understand recent news consumption habits and delivery tactics. To list and rank the competitive strategies used by news channels to differentiate their offerings and gain new audiences To study the integration of print, broadcast, radio , citizen, digital , social mobile media and their working with each other to carry news in todays scenario Rationale: As literature and current news cases such as Mumbai terror blasts, 9/11, Economic Times launching a channel reveal consumption of news has changed today. Thus delivery tactics must be relooked and strategies revisited as differentiation is almost nil in the news broadcast industry today. There is a constant struggle to garner new audiences and thus it becomes important to follow the new trends. There has been no study conducted on the trends in news consumption today and in future times in the Indian scenario. Hypothesis: With the changing news consumption trends there is a need for broadcasters to align their delivery tactics and revisit their competitive strategies Research questions Are news channels truly differentiated in todays scenario? Is there any kind of channel loyalty? What are the strategies news channels are using for differentiation? What are the patterns and trends in news consumption for various audiences? How have broadcasters aligned their delivery methods to meet these news trends? How are various media integrated while provided news today? RESEARCH METHODOLOGY The study is primarily exploratory in nature. I shall be primarily using qualitative tools to identify trends from current data viable and accounting for the broadcasters perspective. Extensive Tam analysis study of viewership data already available Areas of information: Demographic and basic lifestyle information Source of news consumption Response to news Participation in news production and delivery Channel loyalty Perceptions about different brands Consumption behavior for different genre of news Impact of :Anchors, tickers, breaking news, programming choices Programming choices preferences for each segment Industry perspective In this phase after identifying the trends in consumption patterns I shall be undertaking a qualitative research for a few broadcasters to understand the tactics and strategies used by them. The different treatment given by them to these segments shall be understood. Also the need for differentiation and their action plans regarding the same shall be understood. Areas of information: Segmentation by broadcasters and different treatments of the same Tactics used by broadcasters to retain and develop channel loyalty Tactics used by broadcasters to gain new audiences Integration of traditional and new media by broadcasters Importance given to differentiation and strategies used to achieve the same Tool used: In depth interview I shall be meeting with experts in the broadcast company: Marketing, Programming Editorial. Media consultants were interviewed to understand the working of the business. The following panel of experts was used in the discussion of various aspects. Sampling: Purposeful Sampling This method allowed me to select experts based on relevant work experience and knowledge of the industry. Thus the information collected was highly credible and reliable. The method also was convenient as I was the only one involved in the selection process. This allowed me to make analysis and thereby compare different perspectives. Further snowballing was used as a method of referral sampling wherein through networks of professionals experts were reached. These experts made valuable contributions to the field. Case study method of analysis: Detailed study of 2 TV news channels- NDTV 24 x7 and CNN -IBN have been undertaken. A brief programming review, convergence strategies, differentiators, marketing branding strategies of the channels have been studied. Each case covers interesting new emerging strategies used by that particular broadcaster during the period of 2008 -2010. A single event based case study of how twitter was used during Mumbai blasts is also studied. This is used to study the effect of new media on consumption and the extent of the impact and implications it holds on the broadcasters. This case method allows me to study changes that have happened in the last two years in Channel strategies and also news consumption. Thus it allows me to map the different strategies used by broadcasters and identify emerging trends. Advantages of case study method: The case study method is most valuable when the researcher wants to obtain a wealth of information about the research topic. Case studies provide tremendous detail. Many times researchers want such detail when they dont know exactly what they are looking for. The case study is particularly advantageous to the researcher who is trying to find clues and ideas for further research. This is not to suggest, however, that case studies be used only at the exploratory stage of research. The method can also be used to gather descriptive and explanatory data. The case study technique can suggest why something has occurred. For example, in many cities in the mid-1980s, cable companies asked to be released from certain promises made when negotiating for a franchise. To learn why this occurred, a multiple case study approach examining several cities 16 could have been used. Other research techniques, such as the survey, might not be able to get at all the possible reasons behind this phenomenon . Ideally, case studies should be used in combination with theory to achieve maximum understanding (Wimmer Dominick, 1983:156). The case study method also affords the researcher the ability to deal with a wide spectrum of evidence.Documents, historical artifacts, systematic interviews, direct observations, and even traditional surveys can all be incorporated into a case study. In fact, the more data sources that can be brought to bear in a case, the more likely it is that the study will be valid (Wimmer Dominick, 1983:156,157). Disadvantages of case study method : There are three main criticisms. The first has to do with a general lack of scientific rigor in many case studies. Yin points out that too many times, the case study investigator has been sloppy, and has allowed equivocal evidence or biased views to influence the findings and conclusions. It is easy to do a sloppy case study; rigorous case studies require a good deal of time and effort (Wimmer Dominick, 1983:157). The second criticism is that the case study is not easily open to generalization. If the main goal of the researcher is to make statistically based normative statements about the frequency of occurrence of a phenomenon in a defined population, some other method may be more appropriate. This is not to say that the results of all case studies are idiosyncratic and unique. In fact, if generalizing theoretic propositions is the main goal, the case study method is perfectly suited to the task (Wimmer Dominick, 1983:157). Finally, like participant observation, case studies are likely to be timeconsuming and may occasionally produce massive quantities of data that are hard to summarize. Consequently, fellow researchers are forced to wait years for the results of the research, which too often are poorly presented. Some authors, however, are experimenting with nontraditional methods of reporting to overcome this last criticism (Wimmer Dominick, 1983:157). Even with these limitations, the methods provide a lot of possibilities as it is very flexible. It allows deep study of a specific subject. Thus having specified the method, the unfolding chapters refer to the case in point. Expected contribution: Theoretically, through the findings of the research, the user gratifications theory, nice theory, selective theory and involvement theory will be tested. I shall use these theories in the news genre and test the application of the same in this genre. On the practical front, the testing the hypothesis shall have practical significance for the broadcasters. Additionally the trends indentified and predicted for the coming year shall have strategic implications for news broadcasters. The trends shall enable the broadcasters target their prospective audiences better and use tactics to compete, differentiate garner new audiences. NDTV 24 X 7 Founded in the year 1988, the channel was Indias first and largest private producer of current affairs, news stories and entertainment .The brand NDTV 24 * 7 is the market leader and holds an unrivalled reputation for excellence. The following strategic initiatives for growth were undertaken by NDTV . Reliance Infocomm (2004): s In 2004, the channel tied up with reliance Infocomm, Indias largest mobile service provider to provide on the hour news updates of actual newscast with streaming of videos of NDTV news. This enabled Rim customers to watch streaming videos of election updates as well as other news coverage on their handsets. Southern Edition (2006): In 2006, the channel announced the launch of a southern edition - a daily news show using opt -out telecast technology for its viewers in Tamil Nadu, Kerela Karnataka. This show is on air on weekdays at 7 30 and on weekends there is an extravaganza of region specific programming. FTA (2007) : In 2007, it was converted to a FTA channel in the CAS notified areas of Delhi, Mumbai and Kolkatta.The channel is still a pay channel in Chennai. Durand Cup (2007): In 2007 NDTV decided to get into telecasting the live broadcast of Durand Cup 2007.No other news channel in India had beamed live sports before this. The reason behind this was that football viewership has been growing in India. The target audience is mostly 15 +, in SEC A+, A, B+ and B segments. PROGRAMMING Apart from news the channel also airs other programs like We the people and The big fight which are hugely popular. The channel continues to produce original content such as documentaries and special reports featuring political news, entertainment reports and cricket. The channel also has an afternoon weekday segment of the business and market news thereby encompassing all programs offering for their core viewer. The channel has an innovative approach to programming there taking the first step in news shows. Very recently it launched Newsnet2.0 which involves consumer engagement in the production of news as well as syndication of online content. It covers he hot topics which are currently exciting netizens across the world. It provides a 360 vision of all the mediums that people use to discuss their views on contemporary issues. Weekend programming: The weekend programming comprises an array of non news shows like Documentary 24 x 7, cell guru, picture this and others. There are also shows recapping and discussing the weeks news events. Weekday programming: A one stop solution for all interests of the target audience , on weekdays the channel provides news offering in sport, politics, business, national and current news. The Key shows We The People- This powerful opinion-based show, hosted by Barkha Dutt, puts eminent panelists at the mercy of an enquiring public, throwing the floor open for discussions on the issues affecting the country and its people and ensuring that the average citizen has his or her say. The Big Fight- Hosted by Vikram Chandra, the show pits those on opposite sides of an issue against each other in a lively and often heated debate. What emerges from the sometimes controversial opinions is a thorough 360Â ° view of the key national or global issue at hand. India 60: Verdict- NDTVs flagship news programme, India 60 Minutes, is complemented by this special debate segment on the major controversy of the day. Designed to be interactive, it lets viewers have the final word on the big issue in that days news, be it from politics, sports, entertainment or business Bombay Talkies- Sreenivasan Jain takes a walk with Mumbais renowned personalities, through an area that is especially significant to him or her. The freewheeling chat format of the show touches upon a range of issues, showcasing new facets of their persona. The show has featured people from all walks of life, including the likes of Amitabh Bachchan, Raj Thackeray, Nusli Wadia, Shatrughan Sinha and Sanjay Leela Bhansali. Walk the Talk- One of the flagship programmes of NDTV 24X7, it is a technical first in the Indian television industry, being the only programme in the country to be shot in one take. For four years and with over two hundred episodes, Indian Express Editor-in-Chief, Shekhar Gupta, has travelled and questioned every eminent national personality at a place of special relevance to the guest. Amongst the stellar guests the show has had, were all three of Indias recent Nobel Prize winners Dr. Amartya Sen, VS Naipul and the Dalai Lama. www.ndtv.com CONVERGENCE NDTV Convergence the new media arm of NDTV encompasses an array of digital media and mobile media services to provide a complete solution to advertisers and tap into the mobile/net savvy audience of todays times. NDTV ACTIVE : NDTV active is packaged with various mobile sites consisting of text based content like news, movies, astrology, music, lifestyle and stocks powered by NDTVs online content. The portal is monetized through ads, sponsorships, plus offering some sections of the portal on a subscription basis. He channel is looking at content syndication and they want to tie up with mobile operators to provide content for their mobile portals. NDTV convergence launched a free SMS service with July systems in partnership. The service called MISMS will enable mobile users to access multimedia content via sms. Users of this service can get the latest news, videos, stocks, and cricket scores by sending the short code to NDTV. The content is hosted on NDTV active which is NDTVs existing mobile portal. NDTV active receives about 15000 visitors a month. From its mobile services NDTV is targeting to achieve Rs. 4. 3 crore in revenue which comprises 15 % of their total revenue. OTHER PORTALS: NDTV website looks more like a general interest website than a serious ne