Fetal Alchohol Syndrome Essays - RTT, Teratogens, Embryology

Fetal Alchohol Syndrome Fetal Alcohol Syndrome Many pregnant women are not aware of the complications that are involved with pregnancy. The greater majority of young women see pregnancy as a way of bringing a life into the world but do not use precaution in their dietary habits to prevent the destruction or inhibition of such a life. Most pregnant women continue on their drinking and drug abuse binge right throughout their pregnancy. They do not think ahead to the inexplicable damage that it could do to their fetus. What they do not know is that when a woman drinks while pregnant it could do damage, and pose problems not only to herself, but to the fetus that she is carrying. The problem? FAS, Fetal Alcohol Syndrome. According to many physicians it is the leading cause of birth defects and developmental disabilities in the United States today. Douglas A. Milligan states that, FAS is the single greatest cause of mental retardation in the U.S. today. ( Seachrist, p. 314) Fetal Alcohol Syndrome was first named and treated and found in the late 1960's. This condition results from the toxic effect of alcohol and its chemical factors on the developing fetus and its brain. The alcohol enters the bloodstream though the placenta and then the damage begins to occur. FAS consists of a characteristic pattern of abnormalities resulting from the exposure that the fetus has had with alcohol during early development. There have been many reports linking alcohol use and fetal deficiencies in growth that emerged from France in the late 1950's. Not until the 1960's was the correlation made between the number of defects and the increasing amount of babies born with the syndrome. The term Fetal Alcohol Syndrome was coined to describe the pattern of the abnormalities found in some children born to alcoholic women. It clearly was very noticeable and distinctive in the recognition of itself and was distinct from all other patterns of malformation in the fetus; there was a significant association found between the alcohol consumpti on rates during pregnancy and a lower general cognitive index of these children. Being further studied in the 1970's under the heading as a birth defect that occurs, FAS was one of the most common causes of birth defects. Researchers said that it occurred in almost 1 of every 500 to 1 in every thousand births.( Seachrist, p. 314) There is a major thing that causes difficulty in the diagnosis of this disorder though, its main diagnosis hinges on the obvious facial abnormalities, short stature, and low IQ. Children who do not meet all of these factors are diagnosed with FAE, Fetal Alcohol Effect, a milder form of FAS. There are general abnormalities which affect both forms of the disease. These abnormalities include a deficiency in growth, a pattern of malformation affecting the face, heart, and urinary tract. There are abnormalities within the brain that lead to various intellectual and behavioral problems in early childhood, as well as problems within the central nervous system. As I stated before many factors do play a role in the development of FAS in an infant. The most prominent among these are the frequency and the quantity of maternal alcohol consumption during the pregnancy. The timing of the gestation of alcohol is what determines the level of abnormalities that occur. The stage of development at which alcohol consumption takes place and that in correlation to the gestation period, nutritional status, and genetic background all play parts in the development of the baby and its defects. The alcohol that is being consumed does have an effect on the cellular and molecular development of the fetus and that is what generally underlies the development of FAS. There are specifics in diagnosing that doctors look for in treating a patient for FAS. First of all the eyes are the most common and consistent sign of FAS, the eyelids especially. Children often appear to have widely spaced eyes but measurements reveal that they are spaced apart normally. This disparit y in sight is caused by short fissures (eye openings). The distance between the inner and outer corners of each eye is palpebral shortened making the eyes appear smaller and farther apart than normal.

Chicago Referencing †Citing a Website (Proofread My Paper)

Chicago Referencing – Citing a Website Chicago Referencing – Citing a Website Once you get past all the lolcats and memes, the internet actually has a few useful educational resources. See? You cant get away from those feline sneaks.(Photo: Jerry7171/AmosWolfe) As such, knowing how to cite a website is vital when researching a college paper online. In this post, we look at how to do this using Chicago referencing. Citations Overview The Chicago Manual of Style suggests two ways of citing sources: parenthetical author-date citations and a notes and bibliography system. In both cases, citations of websites â€Å"can often be limited to a mention in the text.† However, since demonstrating your ability to cite sources is important in academic writing, it’s usually best to give a formal reference. Author-Date Citations With the author-date system, you should cite sources in the main text of your paper. The information required for a website is the author’s surname/authorial organization and a year of publication: Heidegger was born in Messkirch, Germany (Wheeler 2011). If no date of publication is available, the year the page was last modified or a date of access can be given. In the reference list, the information to include for a website is as follows: Author Surname, First Name. Year of Publication/Last Modification. â€Å"Page Title.† Site Name. Accessed Month Day, Year. URL. The site cited above would therefore appear in the reference list as: Wheeler, Michael. 2011. â€Å"Martin Heidegger.† Stanford Encyclopedia of Philosophy. Accessed September 8, 2016. http://plato.stanford.edu/entries/heidegger/. Notes and Bibliography For the notes and bibliography version of Chicago referencing, citations are given in footnotes. The first time you cite a website, the footnote should include the page’s name, publication information and the URL. If an author is named, you should give this information too: n. First Name Last Name, â€Å"Page Title,† Site Name, Publication Date and/or Date of Access, URL. Repeat citations of the same source can then be shortened to just the author surname and page title, as follows: 1. Michael Wheeler, â€Å"Martin Heidegger,† Stanford Encyclopedia of Philosophy, October 12, 2011, accessed September 8, 2016, http://plato.stanford.edu/entries/heidegger/. 2. â€Å"Chapter 6: Curriculum: Philosophy – Martin Heidegger,† The Book of Life, accessed September 10, 2016, thebookoflife.org/the-great-philosophers-martin-heidegger/. 3. Wheeler, â€Å"Martin Heidegger.† 4. â€Å"Chapter 6: Curriculum: Philosophy – Martin Heidegger.† Finally, all cited sources should be added to a bibliography at the end of your document. The entry for a website here is similar to the first footnote. The only differences are the order of the authors names and the punctuation: Last Name, First Name. â€Å"Page Title.† Site Name. Publication Date and/or Date of Access. URL. If no author was listed for a page, use the site/organization name instead. You would therefore list the websites cited above as follows: The Book of Life. â€Å"Chapter 6: Curriculum: Philosophy – Martin Heidegger.† Accessed September 10, 2016. thebookoflife.org/the-great-philosophers-martin-heidegger/. Wheeler, Michael. â€Å"Martin Heidegger.† Stanford Encyclopedia of Philosophy. October 12, 2011. Accessed September 8, 2016. http://plato.stanford.edu/entries/heidegger/. The information available from websites can vary, so the important thing is to provide enough detail to make the site and page used easily identifiable.

The 10 Deadliest Tsunamis of All Time

The 10 Deadliest Tsunamis of All Time When the ocean floor moves enough, the surface finds out about it - in the resulting tsunami. A tsunami is a series of ocean waves generated by large movements or disturbances on the oceans floor. The causes of these disturbances include volcanic eruptions, landslides, and underwater explosions, but earthquakes  are the most common. Tsunamis can occur close to the shore or travel thousands of miles if the disturbance occurs in the deep ocean. Wherever they occur, though, they often have devastating consequences for the areas they hit.   For example, on March 11, 2011, Japan was struck by a magnitude 9.0 earthquake that was centered in the ocean 80 miles (130 km) east of the city of Sendai. The earthquake was so large that it triggered a massive tsunami that devastated Sendai and the surrounding area. The earthquake also caused smaller tsunamis to travel across much of the Pacific Ocean and cause damage in places like Hawaii and the west coast of the United States. Thousands were killed as a result of both the earthquake and tsunami and many more were displaced. Fortunately, it was not the worlds deadliest. With a death toll of only 18,000 to 20,000  and Japan being particularly active for tsunamis throughout history, the most recent doesnt even make the top 10 deadliest. Fortunately, warning systems are becoming better and more widespread, which can cut down on the loss of life. Also, more people understand the phenomena and heed the warnings to move to higher ground when a tsunami possibility exists. The 2004 Sumatran disaster spurred UNESCO to set a goal to establish a warning system for the Indian Ocean ​like exists in the Pacific and increase those defenses worldwide.  Ã¢â‚¬â€¹Ã¢â‚¬â€¹ The Worlds 10 Deadliest Tsunamis Indian Ocean (Sumatra, Indonesia)Estimated Number of Deaths: 300,000Year: 2004 Ancient Greece (Islands of Crete and Santorini)Estimated Number of Deaths: 100,000Year: 1645 B.C. (tie)  Portugal, Morocco, Ireland, and the United KingdomEstimated Number of Deaths: 100,000 (with 60,000 in Lisbon alone)Year: 1755 Messina, ItalyEstimated Number of Deaths: 80,000Year: 1908 Arica, Peru (now Chile)Estimated Number of Deaths: 70,000 (in Peru and Chile)Year: 1868 South China Sea (Taiwan)Estimated Number of Deaths: 40,000Year: 1782 Krakatoa, IndonesiaEstimated Number of Deaths: 36,000Year: 1883 Nankaido, JapanEstimated Number of Deaths: 31,000Year: 1498 Tokaido-Nankaido, JapanEstimated Number of Deaths: 30,000Year: 1707 Hondo, JapanEstimated Number of Deaths: 27,000Year: 1826 Sanriku, JapanEstimated Number of Deaths: 26,000Year: 1896 A Word on the Numbers Sources on death figures can vary widely (especially for those being estimated long after the fact), due to lack of data on populations in areas at the time of the event. Some sources may list the tsunami figures along with the earthquake or volcanic eruption death figures and not split out the amount killed just by the tsunami. Also, some numbers may be preliminary and are revised down when missing people are found or revised up when people die of diseases in coming days brought on by the floodwaters.

The Complete IB Physics Syllabus SL and HL

The Complete IB Physics Syllabus SL and HL SAT / ACT Prep Online Guides and Tips I took IB Physics HL back in my high school days. It is still probably the most challenging class I have ever taken (even including my college courses), but I got a 6 on the exam, so trust me- it's doable. In this article, I'll discuss all the topics covered in IB Physics Standard Level and IB Physics Higher Level, the number of hours dedicated to each topic, and what IB expects you to know for each topic. IB Physics SL and HL Core Both IB Physics SL and HL consist of the same core requirements that consist of the same number of hours. Both classes will cover the same 8 topics (requiring 95 teaching hours) in the order listed below with the same subtopics listed below: Topic #1: Measurements and Uncertainties- 5 Hours for Both SL and HL Subtopic Subtopic Number IB Points to Understand Measurements in physics 1.1 Fundamental and derived SI units Scientific notation and metric multipliers Significant figures Orders of magnitude Estimation Uncertainties and errors 1.2 Random and systematic errors Absolute, fractional and percentage uncertainties Error bars Uncertainty of gradient and intercepts Vectors and scalars 1.3 Vector and scalar quantities Combination and resolution of vectors Topic #2: Mechanics- 22 Hours for Both SL and HL Subtopic Subtopic Number IB Points to Understand Motion 2.1 Distance and displacement Speed and velocity Acceleration Graphs describing motion Equations of motion for uniform acceleration Projectile motion Fluid resistance and terminal speed Forces 2.2 Objects as point particles Free-body diagrams Translational equilibrium Newton’s laws of motion Solid friction Work, energy and power 2.3 Kinetic energy Gravitational potential energy Elastic potential energy Work done as energy transfer Power as rate of energy transfer Principle of conservation of energy Efficiency Momentum and impulse 2.4 Newton’s second law expressed in terms of rate of change of momentum Impulse and force–time graphs Conservation of linear momentum Elastic collisions, inelastic collisions and explosions Topic #3: Thermal Physics- 11 Hours for Both SL and HL Subtopic Subtopic Number IB Points to Understand Thermal concepts 3.1 Molecular theory of solids, liquids and gases Temperature and absolute temperature Internal energy Specific heat capacity Phase change Specific latent heat Modelling a gas 3.2 Pressure Equation of state for an ideal gas Kinetic model of an ideal gas Mole, molar mass and the Avogadro constant Differences between real and ideal gases Topic #4: Waves- 15 Hours for Both SL and HL Subtopic Subtopic Number IB Points to Understand Oscillations 4.1 Simple harmonic oscillations Time period, frequency, amplitude, displacement and phase difference Conditions for simple harmonic motion Travelling waves 4.2 Travelling waves Wavelength, frequency, period and wave speed Transverse and longitudinal waves The nature of electromagnetic waves The nature of sound waves Wave characteristics 4.3 Wavefronts and rays Amplitude and intensity Superposition Polarization Wave behaviour 4.4 Reflection and refraction Snell’s law, critical angle and total internal reflection Diffraction through a single-slit and around objects Interference patterns Double-slit interference Path difference Standing waves 4.5 The nature of standing waves Boundary conditions Nodes and antinodes Topic #5: Electricity and Magnetism- 15 Hours for Both SL and HL Subtopic Subtopic Number IB Points to Understand Electric fields 5.1 Charge Electric field Coulomb’s law Electric current Direct current (dc) Potential difference Heating effect of electric currents 5.2 Circuit diagrams Kirchhoff’s circuit laws Heating effect of current and its consequences Resistance expressed as R = V/I Ohm’s law Resistivity Power dissipation Electric cells 5.3 Cells Internal resistance Secondary cells Terminal potential difference Electromotive force (emf) Magnetic effects of electric currents 5.4 Magnetic fields Magnetic force Topic #6: Circular Motion and Gravitation- 5 Hours for Both SL and HL Subtopic Subtopic Number IB Points to Understand Circular motion 6.1 Period, frequency, angular displacement and angular velocity Centripetal force Centripetal acceleration Newton’s law of gravitation 6.2 Newton’s law of gravitation Gravitational field strength Topic #7: Atomic, Nuclear and Particle Physics- 14 Hours for Both SL and HL Subtopic Subtopic Number IB Points to Understand Discrete energy and radioactivity 7.1 Discrete energy and discrete energy levels Transitions between energy levels Radioactive decay Fundamental forces and their properties Alpha particles, beta particles and gamma rays Half-life Absorption characteristics of decay particles Isotopes Background radiation Nuclear reactions 7.2 The unified atomic mass unit Mass defect and nuclear binding energy Nuclear fission and nuclear fusion The structure of matter 7.3 Quarks, leptons and their antiparticles Hadrons, baryons and mesons The conservation laws of charge, baryon number, lepton number and strangeness The nature and range of the strong nuclear force, weak nuclear force and electromagnetic force Exchange particles Feynman diagrams Confinement The Higgs boson Topic #8: Energy Production- 8 Hours for Both SL and HL Subtopic Subtopic Number IB Points to Understand Energy sources 8.1 Specific energy and energy density of fuel sources Sankey diagrams Primary energy sources Electricity as a secondary and versatile form of energy Renewable and non-renewable energy sources Thermal energy transfer 8.2 Conduction, convection and thermal radiation Black-body radiation Albedo and emissivity The solar constant The greenhouse effect Energy balance in the Earth surface–atmosphere system Bonus: Want to get a perfect SAT or ACT score? Read our famous guide on how to score a perfect 1600 on the SAT, or a perfect 36 on the ACT. You'll learn top strategies from the country's leading expert on the SAT/ACT, Allen Cheng, a Harvard grad and perfect scorer. No matter your level, you'll find useful advice here- this strategy guide has been read by over 500,000 people. Read the 1600 SAT guide or 36 ACT guide today and start improving your score. Additional Higher Level Topics These 4 topics are only for IB Physics Higher Level students- 60 hours total for HL only Topic #9: Wave Phenomena- 17 Hours for HL Only Subtopic Subtopic Number IB Points to Understand Simple harmonic motion (HL ONLY) 9.1 The defining equation of SHM Energy changes Single-slit diffraction (HL ONLY) 9.2 The nature of single-slit diffraction Interference (HL ONLY) 9.3 Young’s double-slit experiment Modulation of two-slit interference pattern by one-slit diffraction effect Multiple slit and diffraction grating interference patterns Thin film interference Resolution (HL ONLY) 9.4 The size of a diffracting aperture The resolution of simple monochromatic two-source systems Doppler effect (HL ONLY) 9.5 The Doppler effect for sound waves and light waves Topic #10: Fields- 11 Hours for HL only Subtopic Subtopic Number IB Points to Understand Describing fields (HL ONLY) 10.1 Gravitational fields Electrostatic fields Electric potential and gravitational potential Field lines Equipotential surfaces Fields at work (HL ONLY) 10.2 Potential and potential energy Potential gradient Potential difference Escape speed Orbital motion, orbital speed and orbital energy Forces and inverse-square law behaviour Topic #11: Electromagnetic Induction- 16 Hours for HL Only Subtopic Subtopic Number IB Points to Understand Electromagnetic induction (HL ONLY) 11.1 Electromotive force (emf) Magnetic flux and magnetic flux linkage Faraday’s law of induction Lenz’s law Power generation and transmission (HL ONLY) 11.2 Alternating current (ac) generators Average power and root mean square (rms) values of current and voltage Transformers Diode bridges Half-wave and full-wave rectification Capacitance (HL ONLY) 11.3 Capacitance Dielectric materials Capacitors in series and parallel Resistor-capacitor (RC) series circuits Time constant Topic #12: Quantum and Nuclear Physics- 16 Hours for HL Only Subtopic Subtopic Number IB Points to Understand The interaction of matter with radiation (HL ONLY) 12.1 Photons The photoelectric effect Matter waves Pair production and pair annihilation Quantization of angular momentum in the Bohr model for hydrogen The wave function The uncertainty principle for energy and time and position and momentum Tunnelling, potential barrier and factors affecting tunnelling probability Nuclear physics (HL ONLY) 12.2 Rutherford scattering and nuclear radius Nuclear energy levels The neutrino The law of radioactive decay and the decay constant Options As a part of the IB Physics course, you cover additional subjects of your choosing from the list below (typically you don’t choose, but rather your teacher does). Whichever option(s) you or your teacher chooses you will cover 3 or 4 topics (15 hours total) for SL and an additional 2 or 3 topics (25 hours total) for HL. Option A: Relativity- 15 Hours for SL and HL Subtopic Subtopic Number IB Points to Understand The beginnings of relativity A.1 Reference frames Galilean relativity and Newton’s postulates concerning time and space Maxwell and the constancy of the speed of light Forces on a charge or current Lorentz transformations A.2 The two postulates of special relativity Clock synchronization The Lorentz transformations Velocity addition Invariant quantities (spacetime interval, proper time, proper length and rest mass) Time dilation Length contraction The muon decay experiment Spacetime diagrams A.3 Spacetime diagrams Worldlines The twin paradox Additional HL Relativity Topics- 10 More Hours for HL Subtopic Subtopic Number IB Points to Understand Relativistic mechanics (HL ONLY) A.4 Total energy and rest energy Relativistic momentum Particle acceleration Electric charge as an invariant quantity Photons MeV c^–2 as the unit of mass and MeV c^–1 as the unit of momentum General Relativity (HL ONLY) A.5 The equivalence principle The bending of light Gravitational redshift and the Pound–Rebka–Snider experiment Schwarzschild black holes Event horizons Time dilation near a black hole Applications of general relativity to the universe as a whole Option B: Engineering Physics- 15 Hours for SL and HL Subtopic Subtopic Number IB Points to Understand Rigid bodies and rotational dynamics B.1 Torque Moment of inertia Rotational and translational equilibrium Angular acceleration Equations of rotational motion for uniform angular acceleration Newton’s second law applied to angular motion Conservation of angular momentum Thermodynamics B.2 The first law of thermodynamics The second law of thermodynamics Entropy Cyclic processes and pV diagrams Isovolumetric, isobaric, isothermal and adiabatic processes Carnot cycle Thermal efficiency Additional HL Engineering Physics Topics- 10 More Hours for HL Subtopic Subtopic Number IB Points to Understand Fluids and fluid dynamics (HL ONLY) B.3 Density and pressure Buoyancy and Archimedes’ principle Pascal’s principle Hydrostatic equilibrium The ideal fluid Streamlines The continuity equation The Bernoulli equation and the Bernoulli effect Stokes’ law and viscosity Laminar and turbulent flow and the Reynolds number Forced vibrations and resonance (HL ONLY) B.4 Natural frequency of vibration Q factor and damping Periodic stimulus and the driving frequency Resonance Option C: Imaging- 15 Hours for SL and HL Subtopic Subtopic Number IB Points to Understand Introduction to imaging C.1 Thin lenses Converging and diverging lenses Converging and diverging mirrors Ray diagrams Real and virtual images Linear and angular magnification Spherical and chromatic aberrations Imaging instrumentation C.2 Optical compound microscopes Simple optical astronomical refracting telescopes Simple optical astronomical reflecting telescopes Single-dish radio telescopes Radio interferometry telescopes Satellite-borne telescopes Fibre optics C.3 Structure of optic fibres Step-index fibres and graded-index fibres Total internal reflection and critical angle Waveguide and material dispersion in optic fibres Attenuation and the decibel (dB) scale Additional HL Imaging Topics- 10 More Hours for HL Subtopic Subtopic Number IB Points to Understand Medical imaging (HL ONLY) C.4 Detection and recording of X-ray images in medical contexts Generation and detection of ultrasound in medical contexts Medical imaging techniques (magnetic resonance imaging) involving nuclear magnetic resonance (NMR) Option D: Astrophysics- 15 Hours for SL and HL Subtopic Subtopic Number IB Points to Understand Stellar quantities D.1 Objects in the universe The nature of stars Astronomical distances Stellar parallax and its limitations Luminosity and apparent brightness Stellar characteristics and stellar evolution D.2 Stellar spectra Hertzsprung–Russell (HR) diagram Mass–luminosity relation for main sequence stars Cepheid variables Stellar evolution on HR diagrams Red giants, white dwarfs, neutron stars and black holes Chandrasekhar and Oppenheimer–Volkoff limits Cosmology D.3 The Big Bang model Cosmic microwave background (CMB) radiation Hubble’s law The accelerating universe and redshift (z) The cosmic scale factor (R) Additional HL Astrophysics Topics- 10 More Hours for HL Subtopic Subtopic Number IB Points to Understand Stellar processes (HL ONLY) D.4 The Jeans criterion Nuclear fusion Nucleosynthesis off the main sequence Type Ia and II supernovae Further cosmology (HL ONLY) D.5 The cosmological principle Rotation curves and the mass of galaxies Dark matter Fluctuations in the CMB The cosmological origin of redshift Critical density Dark energy Practical Scheme of Work You also need to complete experiments and experimental reports as a part of any IB Science course. For SL, there is 40 hours of material. For HL, there is 60 hours of material. Here are the activities: Practical activities- 20 hours for SL and 40 hours for HL Lab work in class counts towards these hours Individual investigation (internal assessment-IA)- 10 hours for SL and HL A lab project along with a report that counts as 20% of your IB exam scores (written exam counts for the other 80%) Group 4 Project- 10 hours for SL and HL Students are separated into groups and must conduct an experiment and write a report. What’s Next? Want to brush up on some physics topics? Get your physics fix (phyx?) with our articles on the specific heat of water, acceleration and how to calculate it, and the law of conservation of mass. Hoping to squeeze in some extra IB classes? Learn about the IB courses offered online. Preparing to take the SAT? Check out our complete guide to the SAT. Taking the SAT in the next month? Check out our guide to cramming. Not sure where you want to go to college? Check out our guide to finding your target school. Want to improve your SAT score by 160 points or your ACT score by 4 points? We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

CEOs Article Example | Topics and Well Written Essays - 2250 words

CEOs - Article Example However, the gap is mainly due to the reason that the CEOs have a far rosier view of the team performance than other members of the team. On the other hand, the team members are not able to be frank and outspoken due to their own inhibitions. It is common knowledge that good communication ishighly essential for effective leadership. A CEO has to understand how to make real conversation with his team members. But, creating a high-performance team is about a lot more than just communicating.Thoughtful CEOs realize the fact that the key contributor to overall effectiveness of the team is the team process and the right structure. Team process involves aspects such ashow the teamworks together, its decision-making patterns, how it manages conflict, andhow effective the team is in responding to changes in the environment. Structure includes the composition of the team, definition of roles, decision rights, and rewards that shape individual behavior in a team context. There is yet another important step every CEO needs to take. A CEO must analyze as to what he/she is good at when it comes to leading his/her team. What a CEO cannot do, he/she should get it done through others. For instance, a CEO who is not efficient in communication may seek outside help for the same. After all, a CEO is not promoted to such a position because he/she is an excellent coach, but due to other qualities such as achieving the desired business results, understanding external markets, being aggressive in introducing new products or expanding into new geographies. Seeking help from others may mean seeking help from consultants, may it be an external or internal consultant, but someone outside the team. Somebody who is not on the team is a great aid in making the team perform better because they have no stake in the content of any of the discussions and hence can view thingsfrom an impartial perspective. This article can mainly be related to the various steps involved in effective team building. These steps can be summarized as follows: Ensure the team goals are totally clear and completely understood by each team member. Ensure clarity in who is responsible for what and avoid overlapping authority. Build trust with team members by creating an atmosphere of honesty and openness. Recognize interpersonal issues early and deal with it in full. Ensure there are no blocked lines of communications and you and your people are kept fully informed. Involve the whole team in the decision making process. Not limit one to merely negative or positive aspects; practice fairness. Learning from George Washington's Leadership Reported by: Francesca Di Meglio Source: www.businessweek.com Link: http://www.businessweek.com/bschools/content/apr2008/bs20080422_057896.htm George Washington was notonly the first US President, but also anexcellent leaderwith amodern style of leadership. Mark McNeilly, author of'George Washington and the Art of Business: The Leadership Principles of America's First Commander-in-Chief,' in his book examines Washington's career and also points out the qualities of Washington that made him such an outstanding leader. Washington had traits like self-discipline, strong character, physical and moral courage, persistence, and integrity. Washington also was highly innovative. For

Early Childhood Education Essay Example | Topics and Well Written Essays - 750 words

Early Childhood Education - Essay Example The development of the senses of the child in its formative years, which is between three and six years of age, precedes that of the higher intellectual powers.   Montessori believes that their sensorial curriculum can aid the development of the senses of the child in its early years.   The aim is not to sharpen the senses but rather to refine the child’s senses so that he can differentiate even the slightest differences in order to truly observe and appreciate the world around him.   The training will help him understand what he sees, hears touches, tastes and smells.    Montessori further breaks down the five basic senses into nine isolated senses namely: visual/seeing, auditory/hearing, olfactory/smelling, tactile/touch, and gustatory/taste, chromatic/color, baric/weight, thermic/temperature, and stereognostic/tactile-muscular.   Several sensorial materials and activities are used in the Montessori method.   One of them is the Color Boxes which is directed towar d the visual and chromatic sense.   Children learn about the colors of the earth and their visual sense is refined.   Color Box 1 teaches the three primary colors: red, blue and yellow. The initial lesson is merely matching the three sets of col s, to demonstrate an ability to distinguish between the three.   Color Box 2 is similar to Color Box 1, except that it includes eleven colors: gray, black, white, pink, brown, red, orange, yellow, green, blue, and purple.

Analyse the impact of factors that influence health and Essay

Analyse the impact of factors that influence health and well-being.(Health and Behaviour) - Essay Example Education serves as the most effective platform to not only empower people but also to introduce changes so that children can meet new challenges of the time with higher efficiency and adaptability. This is especially true for people with disability who have to face multiple barriers in the mainstream schools which are distinct in their lack of facilitating environment and insensitive approach to their needs and requirements. The various barriers to their inclusion in the mainstream schools necessitate social support and wider awareness of their needs and requirements that promotes or hinders their participation in the mainstream activities. Carrington & Holm, (2005) assert that in Australia inclusive education has evolved from the notion of integrating students with disabilities into regular schools. The paper would be discussing the myriad practices within the social support that may be adversely impacting the successful inclusion of children with disability into the mainstream Aus tralian education system. Health and environment have emerged as major social issues that are significantly impacted by the social parameters (hhb, 2011). WHO (2005) has broadly defined health as not merely being absence of disease or infirmity but a complete physical, mental and social well-being. Thus, holistic aspect of health becomes an important issue which incorporates the environment paradigms that influence the overall well-being of the individual. Key & Dowrick, (2001) claim that people with disability have always been marginalized in every sphere of life including education, employment and community living. The discrimination has adversely impacted not only their participation in the mainstream life but it has also been detrimental to their development as an individual. Thus the social model of disability has emerged as vital input that redefined disability in terms of facilitating environment that promotes their

Hakuin's art associated with Zen's mind Essay Example | Topics and Well Written Essays - 1250 words

Hakuin's art associated with Zen's mind - Essay Example The art surprised out from him as an over whelming response to express his vision over Zen. His painting and inscriptions had spread all over the Japan about his genius wisdom and his wily sense of hum -our. Of about a thousand or more of Hawkins paintings survive till today. Hakuin felt that word are not the only media through which Zen could be passed on to the bent genere, but there are others respects through which teachings of Zen can be visualized. His paintings were filed with novel ideas that never existed before, with liveliness and as through it is the source of Zen, they represented of new themes to a great extent. He regarded the paintings as visual sermons. Though he started painting at the age of sixty, he is considered as one of the greatest painter of Japanese tradition The Zen master started following Hakuin, taking him as example to teach through brush and ink. This tradition is being carried on till today. The main aim in making the paintings is to inspire and instruct about the Zen, that has a very exclusive set of aesthetics principles. The paintings doesn't depict the pure aesthetic phenomena of Zen and so it was reversed as "folk art" The art of Zen doesn't had any pictorial representation of mind, whether symmetrical or asymmetrical, simple of complex. It even ignores the round Zen circles. The thing that is given highest importance in Zen art is the level of "bokki" included in the work. "bokki" here is enlightment of the soul that is achieved thought continuously meditating suppleness, clarity, vigor, intensity, extension and scale through art. And hence the work of art represents the state of enlightment in the artist. The Zen masters, to bring enlightment from deep inside the mind of the people, they performed the duty of shouting as for, they realized that any pain within could be drawn out and that energy is the heat equalized with shouts. So they can cool down their pupil and then give a sharp blow of enlightment. This way he is mobilizing the eyes properly and they attain enlightment unswervingly. Some of the Hakuin's paintings depicted bodhisattva or were almost Buddha like statures. He first outlined and brushed them deeply and filled color lightly. "Daruma", a Zen patriarch was Hakuin's major subject, and the first subject he painted for. The works of Hakuin's with an impression of monumentality conveys that they are with full of sprit and are very vital but exist in an animated manner. The boudhi dharma or Daruma and its spirit work out the real Zen. Hakuin added the most vital messages to the drawings of Daruma, which directly pointed to the heart of the human and insisted the pupil to see their own nature and become Buddha. According to him a human heart has Buddha hood deep within. The Zen is depicted using very few words. Mostly, it is depicted quietly. Enlightment is not attained by the unblinking eyes or by carefully mobilized eyes but by going to a state of immobility. He also taught that students must take care in spreading their rare, innate, own penetrating old wit. They should stay firmly instead. Hakuin as said to be had given lecture fourteen

Compare and contrast any two theories of social disorder in Essay

Compare and contrast any two theories of social disorder in contemporary UK society - Essay Example ve been advanced by social scientists such as Buchanan and Monderman to explain social order and they include; the modernist approach and flexible approach (Taylor et al. 2009). Social disorder is the direct opposite of social order. In other words, it is, as noted earlier, a situation such as an act or a process that the society considers disruptive of its normal way of life. Social disorder is usually in contravention of the normal beliefs in a society and it usually attracts attention and calls of actions to counter it. Taylor et al. (2009) gives an example of the Dangerous Dog Act of 1991 that was passed by the United Kingdom’s parliament in reaction to several incidents of severe injuries inflicted by aggressive dogs mostly on children. The social order, which is the normal way life in the United Kingdom is that dogs live with people in that society in a friendly way without biting. But when the same dogs turn against their masters, then the normal way of life is disrupted and this is the social disorder. This prompts the government to act by passing a law that aims at preventing such future acts that amount to social disorder. From the above example, social disorder is an undesirable situation. This is a direct opposite of social order. For these reasons, the latter is acceptable by the society as compared to the former. Contemporary United Kingdom considers various behaviours as disorderly and they include drunkenness, violence, littering, sale and use of illegal drugs, use of threatening behaviour, crimes, shouting in public, hooting in a quiet residential area at night, just to mention but a few. These disorderly behaviours are indicative of social disorder and a clear indication that social disorder is not necessarily what other people do not entertain. To explain social disorder, various social scientists have come up with various theories such as moral panic, policing the crisis and media effects research approaches. The foregoing discussion

Design - Potassium Dichromate Essay Example for Free

Design Potassium Dichromate Essay Introduction: The reaction that is carried out in this design practical is between acidified Potassium dichromate and Iron wool. The reaction is a redox reaction. A Redox reaction (a short way of saying reduction-oxidation reaction) is the simultaneous transfer of electrons between multiple substances. The oxidation numbers or the oxidation state of atoms is changed through the process of oxidation or reduction. Reduction is where electrons are gained to the reaction and oxidation is when electrons are lost in a reaction between substances. In this experiment Iron (or Fe) is losing two electrons meaning it undergoing oxidation. Potassium Dichromate is gaining electrons meaning it is undergoing reduction. The Iron is the Reducing agent because it gave electrons to the Potassium Dichromate. The Potassium Dichromate is the oxidising agent because it took electrons from the iron. This experiment will attempt to prove the redox reaction through experimentation. Redox half equations: x3 ( Fe à ¯Ã‚ ¿Ã‚ ½ Fe2+ + 2e- ) Cr2072- + 14H+ + 6e- à ¯Ã‚ ¿Ã‚ ½ 2Cr3+ + 7H2O Cr2072- + 14H+ + 3 Fe à ¯Ã‚ ¿Ã‚ ½ 2Cr3+ 7H2O 3Fe2+ Aim: The aim of this experiment is discover the relationship between the temperature (20à ¯Ã‚ ¿Ã‚ ½C,25à ¯Ã‚ ¿Ã‚ ½C,30à ¯Ã‚ ¿Ã‚ ½C,35à ¯Ã‚ ¿Ã‚ ½C,40à ¯Ã‚ ¿Ã‚ ½C) of the reaction between acidified Potassium Dichromate and Iron using a water bath on the rate in which the acidified Potassium Dichromate and Iron react and change colour from yellow to dark purple. The independent variable in this experiment is the temperature. The reaction will be carried out at a range of temperatures. (20à ¯Ã‚ ¿Ã‚ ½C,25à ¯Ã‚ ¿Ã‚ ½C,30à ¯Ã‚ ¿Ã‚ ½C,35à ¯Ã‚ ¿Ã‚ ½C,40à ¯Ã‚ ¿Ã‚ ½C) . The reaction will be carried out in a water bath. The temperature will be measured with an electronic thermometer and will be measured every 10 seconds to make sure the water bath is at a constant temperature in each trial. The dependent variable is the time it takes for the reaction between Potassium Dichromate and Iron wool to come to completion or to turn from yellow to green. Time will be measured with a digital stopwatch. Independent variable: Independent variable Range (à ¯Ã‚ ¿Ã‚ ½C à ¯Ã‚ ¿Ã‚ ½0.1à ¯Ã‚ ¿Ã‚ ½C) How it is measured How they are changed Temperature 20,25,30,35,40 Electronic thermometer Changing temperature of water bath Dependent variable: Dependent Variable How it is measured Problems Time Stop watch controlled by human Reaction time Constant variables: Constant variables Measurement How they are kept constant /monitored Amount of H2SO4 used 20ml à ¯Ã‚ ¿Ã‚ ½0.1 The same measuring cylinder was used Amount of Potassium Dichromate used 20ml à ¯Ã‚ ¿Ã‚ ½0.1 The same measuring cylinder was used Stirring speed Slow but constant Magnetic stirrer wasnt able to be used in water bath, so I manually stirred the solution slow and constantly Mass of wool 0.295g 0.305g à ¯Ã‚ ¿Ã‚ ½0.01 Mass of iron wool was kept as close as possible in each test Surface area of wool 6cm3 Wool was squeezed into cube shape 1cmx1cmx1cm Type/brand of wool Superior manufactures ltd Same box of Iron wool is used Air temperature 19.0à ¯Ã‚ ¿Ã‚ ½C à ¯Ã‚ ¿Ã‚ ½0.1à ¯Ã‚ ¿Ã‚ ½C Tests are carried out on same day Concentration of sulphuric acid 2.0 mol Same bottle is used in each test Concentration of potassium dichromate 0.1 mol Same solution is used in each test Colour Yellow- dark green A pilot with dark green colour is used to compare to the colour change in the trials How to ensure reliability of results: To ensure the reliability of results the temperature of the water bath and the reaction are measured very frequently (once a min). The chemicals came from the same containers as to keep concentration consistent. I did a pilot test first to see what colour I am looking for. This beaker of dark green liquid is then used to compare with the colours in the trials so I know when the reaction has come to completion. Equipment: 1) 5x 20ml Sulphuric acid-2.0mol 2) 5x 20ml Potassium Dichromate- 0.1mol 3) 5x 100ml Beakers 4) 1x Digital stop watch à ¯Ã‚ ¿Ã‚ ½ 0.5 sec 5) 1x Electronic thermometer à ¯Ã‚ ¿Ã‚ ½0.1à ¯Ã‚ ¿Ã‚ ½C 6) 1x large water bath à ¯Ã‚ ¿Ã‚ ½0.1à ¯Ã‚ ¿Ã‚ ½C 7) Approximately 2g Iron wool- split into 5x 0.300g -1cm3 -cubes Method: 1) Gather all the equipment that is listed in the equipment list provided above and prepare a table like the one shown on the following page. 2) Secondly set your water bath at 20à ¯Ã‚ ¿Ã‚ ½C. Weigh the iron with electronic scales (à ¯Ã‚ ¿Ã‚ ½0.001g) wool making and modify its mass to make it 0.300g or as close as you can get. Squeeze the iron wool so that the wool is approximately 1cmx1cmx1cm. This makes the surface area constant over the trials. 3) Next measure 20ml with a 50ml à ¯Ã‚ ¿Ã‚ ½1ml measuring cylinder of 0.1mol Potassium dichromate. Pour it into a 100ml beaker making sure to pour all drops into the beaker. Measure 20ml of 2.0mol sulphuric acid with a 50ml à ¯Ã‚ ¿Ã‚ ½1ml measuring cylinder. Pour it into the same 100ml beaker as the potassium dichromate. 4) Measure the temperature of the water bath the an electric thermometer making sure it is 20à ¯Ã‚ ¿Ã‚ ½C. When certain the temperature is constant place the beaker with the potassium dichromate and sulphuric acid into the water bath. Make sure as much of the beaker is under the water as possible but keeping enough above not to let any of the water in. Get someone else to hold the beaker down if required. 5) Measure the temperature of the potassium dichromate and sulphuric acid making sure the temperature is exactly 20à ¯Ã‚ ¿Ã‚ ½C. When satisfied this is accurate hold the stop watch in one hand and the 0.300g à ¯Ã‚ ¿Ã‚ ½0.001g iron wool in the other hand. Place the iron wool in the beaker and simultaneously push the start button on the digital stop watch. The colour should change from yellow to a dark green colour. As soon as you are satisfied the colour has changed to the dark green colour push the stop button on the digital stop watch. Record this time in your pre prepared data table. 6) Next repeat steeps (2-5) 5 times with the same chemicals. These will be the five trials. 7) Repeat steps (2-6) 5 times but now change the water bath temperature. The range of temperatures are ). Record all the data in the table you have prepared. Data Table: Raw data table showing the effect of a change on temperature on the rate in which the reaction between acidified Potassium Dichromate and Iron wool occurs.

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