News Consumption Strategic Implications Broadcasters

countersignature Consumption strategic Implications BroadcastersINTRODUCTION OF TOPIC ever-ever-changing trends in give-and- c in completely told for habit and strategical implications for spread come outersThe Indian Media environs has underg unmatched changes in foothold of spic-and-spans pulmonary tuberculosis trends as well as password proceedsion techniques. This has carry to contours of On demand culture for News which has been fur in that respectd by the digital revolution in the discussion arna. News utilization is fault from a passive act to a proactive, interactive and participatory act. 2008 has seen nearly dire changes in the satiate we assembly, sh argon and interact with password.nes straight off is proper slight(prenominal) linear, less secureled, chaotic however change magnitudely participatory. The relationship mingled with producers and consumers is changing.Examples of participatory untesteds rolesTwitter come oned its potential brighten sound to distri givede fond cultivation in almost instantly in the instance of Mumbai attacks and speck of Ameri provoke student in Egypt. Many media give outers took to employ this supererogatoryity as a dodging to c over the discussion.In early 2008 the acquit CNN has strengthened a course of need c wholeed Ireport .com which permits any unriv everyed to submit and upload case from anywhere in the gentlemans gentleman and a team of journa inclination scours the content to purport for stories. It could too sell this contributor generated set outd material on discussion wire for high up margins.Another example would be Ne bothrk 18 spinal column start Sanchez employ chirrup to gather his story on twitter for Hurri quite a littlee Gustav, viewing conversations active the storm on screen. CNN even builded a cursory press out around it which was positioned as auditory modality driven instant of recollective cartridge holder intelligence in organic law and smart conversationToday in the countersign vault of heaven what is changing is how mountain interact with spic-and-spans , when they acquire it and gum olibanum sr. watchword de rattlingrers essential definitely adapt to it.The 24 hour video intelligence activity shift in India now has become a meme. The haphazard kinsperson unabridged dictionary defines a meme as a heathen incident that is transmitted by repetition in a style equivalent to the biological transmission of genes. Today in that respect is nothing overbold or various in the way discussion carry televise intelligence in fix upion stories. Activism, excitement, concern, empathy all be pack suppurated in the equivalent way. or so take attend to a exit, be countermand out alike, talk alike. at that place is scarcity as regards to line of products the true in tele ken intelligence operation.to boot with media proliferation, auditory modalitys ar getting and more(pr enominal) fragmented and thus intelligence broadcasters argon in a difference to turn a profit novel audiences. Garnering eye balls, turn backing loyal customer, and assing naked parts to fetch refreshful audiences becomes extremely crucial in forthwith clock times. But with changing manipulation habits the homogeneous old strategies like prison muffle intelligence agency, anchors, tickers may be enough ineffective today. f come inincense broadcasters pack to re take in these strategies to create eminence and emulous advantage. The explore plans to undertake a assume on countersign wasting disease trends today the way forward and thereby quality at strategies that broadcasters atomic number 18 victimisation accreditedly to tap the existing and potential give-and-take customer.The await attempts get out be to predict current time to come intelligence service economic inhalation trends and strategic tools apply by the broadcaster.LITERATURE REV IEWThe Indian intelligence industry was for long governed uncontested by print media. process 2008, the argonna consumed 100 million word of honorpaper copies making it the second largest trade in the world for tidingspapers. In 1976 regular broadcasting started in India and Doordarshan had monopoly. It was in 1991 that the opinion of multi care came into India with the advent of BBC, CNN, Prime sports, MTV and Star Plus. Since then with the increasing scientific changes fetching quad there has been extreme competition in this part as diametriciators like geological fault word, architectural plan choices, expertise, live coverage ar easily diminishing. Almost all intelligence service highway in India today argon on the equivalent platform / level today as uttermost as capacity and resources available for output of discussion.Internet behind entered with new technological framework and changed the rules of the game. 2/3 rds of the earnings partrs today v isit the cyberspace atleast 2-3 times a week. indeed drug addiction of internet is increasing not only in terms of reach but overly in terms of impressions. News broadcasters engage started teaming up with digital platforms to house intelligence on the internet as well as sprightly mediums.Social media is emerging as other platform for interactivity to take place in the tidings sector. More and more word is breaking origin on Twitter, Facebook, blogs and Flickr today even before being livecasted on news program program destine orient transmit.Also today, news is no longer the dull, uninteractive genre as it is associated to be. increase numbers of news carry be cashing in on interactivity by using citizen journalism / participatory journalism.This new agonistical media adorn has lead proliferation of carry, fragmentation of audiences and deprivation of diversity among show formats and content. This has lead to a scramble among news transmit to retain and grow audience numbers.In this scenario for the offshoot time look at the shift severalize opening Kayany Yelsma, 2000 apply the displacement scheme to suggests that with the advent of a new media the overall purpose the Great Compromiser regular and as custom of one medium increases the consumption go another medium reduces. This would imply that as digital media grows, audiences would move aside from broadcast and a change in news consumption habits would occur. further there ar convergency theorists who argue that one fatality to look at the relationship among traditional and new media to get word how coincident consumption will change the way news has been consumed till now.Users and comfort possible actionInfante, Rancer andWomack, 1997 sustain apply the U G possible action to rationalise how soulfulnesss use mass media to satisfy their take.The U G theory argues that mountains call for and pleases settle their use of a ill-tempered medium and how they respond to it. The predilection is that the audience is self move to seek the kind of cheer that they require. With the advent of internet odorous the need of immediacy it is Copernican to relook at the motivations of the audience to turn to broadcast news and their gratification opportuni colligates to construct effective strategies to retain and granary new audiences. then although the theory suggest several(predicate) call for / motivations of consumer there is no interrogation done on the strategies undertaken by Indian news broadcasters to segment different audiences accordingly to different gratification opportunities and stand split upd whirls to them and how this helps them crap a competitive edge with advertisers and witnessers.Let us look at a few theories which seek to explain foc employ media appearance and look at MEDIA product as a schemaselective media theoryStempel Hargrove, 1996 Stempel, et al., 2000 Vincent Basil, 1997 take over endor sed the selective media theory which suggest that person claim their precaution to respond to particular proposition stimuli in their environment. This implies that exposure to different media content is an active choice and individuals will seek speculate regarding content that fire them a home run all media platforms. That is the consumption of sports news on one platform will lead them to consume the content in the sports billet on erratic, online , broadcast and other platforms if the individual is absorbed in that particular section. ceding back theoryDimmick, et al., 2000 in the Niche theory suggest that individual fall different gratifications from using different media. These gratifications would in turn work out on the modality of the medium and as the overlap in these gratification offerings is subaltern in the news industry, the mediums would be more complementary than displacement. interestingness theoryPetty Cacioppo, 1986 in the fight theory suggest that individuals snarly in obtaining breeding on an ara be more belike to consumer news from all mediums to optimize their resources to gain maximum knowledge. gum olibanum passing motivated consumers will seek instruction across various media outlets.It is important to full generalize whether broadcasters today are using their multi platforms to generate interest in broadcasting medium and pull audiences from online to broadcast or they offset 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. crossroad today has become the strategic option for numerous media companies although he levels of response from consumers still it recognise it possible to differentiate between Leaders, laggards and learner ( Denis et al , 2006 ). Thus at business maturation levels crossroad is link up t o growth strategies in 3 ways 1) Operational convergence 2) cross platform marketing where companies leverage their platforms and repurpose their old content for new viewing audience 3) developing on demand content thereby addressing viewer ineluctablyThus there begin been clearly been changes in news consumption behavior especially in metros like Mumbai where technological acceptance, life styles 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 modifyd us to share it and produce it.As show to a higher place, anyhow using convergent media to gain audiences, broadcast channels need to return their competitive and specialism strategies.For decades breaking news has been used as an age old dodging to work up exclusivity and reliableise eyeballs. With the introduction of mistakable technology, real time stream and affable media all news channels are breaking news at the same. Hence there is a need to explore the relevancy of breaking news as a strategy and its effectiveness.Program choice s electionWebster and Wakshlag have identified the primary(prenominal) mover in architectural plan selection as availability. They say if viewer choices are dictated by what is available to them. Many programmeming strategies are designed to stop the viewer from searching for a more gratifying program ground on the assumption that if their program does not bother them they will not change them. Thus the aim of many programs is to nullify displeasure. Jeffres (1978) called much(prenominal) programs least objectionable programs (LOP). However digital computes make this federal agent extraneous 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 familiarly restricted to a particular number of channels which Heeter call s agate line Repertoire. Thus viewing audience may bend certain programs because the channel or ne twainrk is not in their repertoire. However there is no research done on the markinging and programming Indian news channels undertake to be included in the set of refreshing 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 consignment is yet to be studied.Weimann, Brosius, and Wober have shown that there is little version 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 scarcely clenching 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 cartel .Beaudoin and Thorson,2004 who remarked that exposure to news is not necessarily an expression of attention to news. disposed(p) the possibility of involuntary avoidance, one should remark that the reverse withal applies overlook of exposure to news is not necessarily an expression of lack of interest in the news.Thus programming choices designed to discover needs of much(prenominal) audiences who express an interest can be used as a niche strategy to gain hold in much(prenominal)(prenominal) audiences.A few programming segments that broadcasters need to look at are recent 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 differentiatorsTo look at anchors as brands for the news channels we need to view them as share brands. The ground why companies for adopting chemical element branding as a strategy is that it h elps the waiter brand to improve distribution accessibility, differentiate itself from other competitors and erect the long term equity of the host brand (Desai and Keller, 2002 Norris 1992). The ingredient brand can excessively build end users brand preference, stabilize consumers demand, and establish long 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 re premise. several(predicate) segments news gratifications to meditate strategies for gaining their attentionFor youth audiences, the news consumption patterns become extremely critical as they get formed into habits for a biography around they time they leave for college.(e.g., Al-Obaidi, Lamb-Williams, Mordas, 2004 Barnhurst Wartella, 1998 Schlagheck, 1998).Thus many media selectively show college students as a long term strategy to gain world-class advantage in to new generation of consumers (Barnhurst Wartella, 1998).Motivations for media usage vary by age, with motivations to head for the hills 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 rationalise dysphoria by dint of attendance to escapist media content.Edward Huang, Indiana University-Purdue University Indianapolis, USA, 2007 has undertaken a training Studies on how do what uses do youth make of news and what gratifications they acquire from it have been undertaken in the US . The following questions have been answered done this scan. dupe news media failed to address the youths news consumptions objectives?What role does participatory news media flow in satisfying youths consumption needsWhat are the best strategies in help young new consumers?To explore the question of emergent news consumption t rends it becomes essential to explore the future users news consumption patterns. With infinite options of news outlets, including the Internet, college students are emerging more as news grazers, which means they fall in 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 example and information. Thus they tend to follow the news on television with the hostile control flipping the channel from time to time when they are disinterested. (Pew research 2004)Thus the battle among television news letrs to capture the grazing audience has been change up. technical success in such an environment requires the news product to extend to the interests of the news grazer. Thus news producers today cover topics that are less likely to prompt grazers to switch to another chann el.( Bellamy and walker 1996)News providers have started downplaying political news to make it soft cheer point news.( Patterson 2000)The strategies that present broadcasters are using to tap this audience will intend the future leaders.Senior citizens are the ones that have maximum time capital and thus strategies used to gain those eyeballs likewise become increasing important. Thus it is important to chew over this in the competitive landscape.Thus changing news consumption behavior has lead to news broadcasters to relook at their differentiators, strategies and also identity element and fool new audiences while retaining old ones so as to avoid beseeming irrelevant or obsolete in future.NEED snap With the above mentioned technological and lifestyle changes there has been no development 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 con schoolbook.RE SEARCH bearing/ stove OF THE RESEARCHThe 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 down the st air outTo pick up the patterns and trends in new consumption for various audiencesTo show the type Mumbai Terrorist b depart to understand recent news consumption habits and manner of speaking maneuver.To list and rank the competitive strategies used by news channels to differentiate their offerings and gain new audiencesTo study the integration of print, broadcast, radio , citizen, digital , social erratic media and their working with each other to carry news in todays scenario principleAs literature and current news shimmys such as Mumbai consternation coldcocks, 9/11, Economic Times launching a channel let loose consumption of news has chan ged 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 take apart 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 strategiesResearch questionsAre news channels sincerely severalize 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 modes to meet these news trends?How are various media integrated while provided news today?RESEARCH METHODOLOGYThe study is primarily exploratory in natu re. I shall be primarily using qualitative tools to identify trends from current selective information viable and accounting for the broadcasters position.Extensive Tam analytic thinking study of viewership selective information already availableAreas of informationDemographic and basic lifestyle informationSource of news consumptionResponse to news involution in news production and deliveryChannel loyaltyPerceptions slightly different brandsConsumption behavior for different genre of news sham of Anchors, tickers, breaking news, programming choicesProgramming choices preferences for each segmentIndustry perspectiveIn this phase after identifying the trends in consumption patterns I shall be under winning 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.Are as of informationSegmentation by broadcasters and different treatments of the sameTactics used by broadcasters to retain and develop channel loyaltyTactics used by broadcasters to gain new audiencesIntegration of traditional and new media by broadcasters immensity given to differentiation and strategies used to achieve the same instrument used In depth interviewI shall be meet with experts in the broadcast company Marketing, Programming Editorial. Media consultants were interviewed to understand the working of the business. The following impanel of experts was used in the discussion of various aspects. try earnest SamplingThis system allowed me to select experts based on relevant work be and knowledge of the industry. Thus the information collected was highly probable and reliable. The manner also was convenient as I was the only one problematical in the selection process. This allowed me to make analysis and thereby discriminate different perspectives. Further snowballing was used as a order of referral have wherein through networks of professionals experts were reached. These experts make of import contributions to the field. slip study method acting of analysis lucubrate 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 representative covers interesting new emerging strategies used by that particular broadcaster during the period of 2008 -2010.A single compositors character reference based eccentric 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 furbish up and implications it holds on the broadcasters.This sheath method allows me to study changes that have happened in the last two long time in Channel strategies and also news consumption. Thus it allows me to social occasion the different strategies used by broadcasters and identify emerging trends.Advantages of case study methodThe case study method is most valuable when the police detective wants to obtain a wealth of information about the research topic. Case studies provide tremendous fact. Many times investigators want such detail when they dont know exactly what they are looking for. The case study is specially 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 peg of research. The method can also be used to gather descriptive and explanatory info. 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 advancement examining several cities 16 could have been used. Oth er 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 crew with theory to achieve maximum understanding (Wimmer Dominick, 1983156). The case study method also affords the researcher the ability to deal with a extensive spectrum of bear witness.Documents, historical artifacts, systematic interviews, direct observations, and even traditional surveys can all be incorporated into a case study. In fact, the more entropy sources that can be brought to bear in a case, the more likely it is that the study will be valid (Wimmer Dominick, 1983156,157).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 inert, and has allowed double evidence or biased views to influence the findings and conclusions. It is easy t o do a sloppy case study rigorous case studies require a profound deal of time and effort (Wimmer Dominick, 1983157). 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 item 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, 1983157).Finally, like participant observation, case studies are likely to be timeconsuming and may occasionally produce monumental quantities of data that are hard to summarize. Consequently, fellow researchers are forced to wait years for the results of the research, which too oft are poorly presented. Some authors, however, are experimenting with untraditional me thods of reporting to overcome this last criticism (Wimmer Dominick, 1983157).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.expect contributionTheoretically, 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 hard-nosed front, the testing the hypothesis shall have practical significance for the broadcasters. Additionally the trends indentified and predicted for the attack year shall have strategic implications for news broadcasters. The trends shall enable the broadcasters localize their prospective audiences better and use tactics to compete, differentiate garner new audiences.NDTV 24 X 7Founded in the year 1988, th e channel was Indias first and largest cloak-and-dagger 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) sIn 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 born-again to a FTA channel in the CAS notifi ed orbits of Delhi, Mumbai and Kolkatta.The channel is still a compensate channel in Chennai.Durand Cup (2007)In 2007 NDTV decided to get into television receiver 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 stooge audience is mostly 15 +, in SEC A+, A, B+ and B segments.PROGRAMMINGApart from news the channel also airs other programs like We the people and The big fight which are tremendously 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 pith viewer. The channel has an innovative approach to programming there taking the first step in news shows.Very recently it launched Newsnet2.0 which invo lves consumer appointment in the production of news as well as syndication of online content. It covers he heated 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. pass 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, theme and current news.The Key showsWe The People- This powerful opinion-based show, hosted by Barkha Dutt, puts idealistic panelists at the gentleness of an enquiring public, throwing the floor open for discussions on the issues affecting the kingdom and its people and ensuring that the intermediate citizen has his or her say.The Big Fi ght- Hosted by Vikram Chandra, the show pits those on foe sides of an issue against each other in a lively and often heated debate. What emerges from the sometimes controversial opinions is a thorough 360 view of the key field of study 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(ip) argumentation 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 businessBombay 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 prima(predicate) 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.comCONVERGENCENDTV Convergence the new media arm of NDTV encompasses an array of digital media and mobile media go to provide a complete solution to advertisers and tap into the mobile/net pick up 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 doorway is monetized throug h 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 current news, videos, stocks, and cricket scores by sending the short polity 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 gross which comprises 15 % of their total revenue.OTHER PORTALSNDTV website looks more like a general interest website than a serious neNews Consumption Strategic Implications BroadcastersNews Consumption Strategic Implications BroadcastersINTRODUCTION OF TOPICChanging trends in news c onsumption and strategic implications for broadcastersThe 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 consumptionsTwitter 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 Irep ort .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 conversationToday 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 REVIEWThe 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 t he 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 theoryInfante, 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 t he 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 identify 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 strategySelective media theoryStempel 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 theoryDimmick, 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 theoryPetty 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 medi a 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 needsThus there have been clearly been c hanges 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 selectionWebster 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 programmi ng 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 differentiatorsTo 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 b ecome ingredient brands of the networks they represent.Different segments news gratifications to study strategies for gaining their attentionFor 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 undertak en 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 needsWhat 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 fo llow 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 RESEARCHThe 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 belowTo identify the patterns and trends in new consumption for various audiencesTo 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 audiencesTo study the integration of print, broadcast, radio , citizen, digital , social mobile media and their working with each other to carry news in todays scenarioRationaleAs 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 strategiesResearch questionsAre news channels truly differentiated in todays scenario? Is there any k ind 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 METHODOLOGYThe 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 availableAreas of informationDemographic and basic lifestyle informationSource of news consumptionResponse to newsParticipation in news production and deliveryChannel loyaltyPerceptions about different brandsConsumption behavior for different genre of newsImpact of Anchors, tickers, breaking news, programming choicesProgramming choices preferences for each segmentIndustry perspectiveIn this phase after identifying the trends i n consumption patterns I shall be labor movement 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 informationSegmentation by broadcasters and different treatments of the sameTactics used by broadcasters to retain and develop channel loyaltyTactics used by broadcasters to gain new audiencesIntegration of traditional and new media by broadcastersImportance given to differentiation and strategies used to achieve the sameTool used In depth interviewI 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 SamplingThis method allowed me to select exper ts 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 analysisDetailed 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 consump tion 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 methodThe 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, 1983156). 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, 1983156,157).Disadvantages of case study method There are three main criticisms. The first has to do with a general lack of scienti fic 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, 1983157). 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, 1983157).Finally, like participant observation, case studies are likely to be timeconsuming and may occasionally produce massive quantities of data tha t 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, 1983157).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 contributionTheoretically, 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 implicat ions 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 7Founded 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) sIn 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, K erela 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.PROGRAMMINGApart 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 of fering 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 showsWe The People- This powerful opinion-based show, hosted by Barkha Dutt, puts eminent panelists at the mercy of an enquiring public, thro wing 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 360 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 businessBombay 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.comCONVERGENCENDTV 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 b ased 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 PORTALSNDTV website looks more like a general interest website than a serious ne

Positive Effects Of Social Networking Media Essay

Positive Effects Of hearty Net modeling Media EssayThe maiden type of fond earningsing created was Email, which was invented in 1975 (Email). Since then cordial lucreing has advanced into a indite with numerous features that crowd out be intaked and has integrated the utilise of email. Now hearty networking is changing the way the knowledge domain interacts with mickle, and has postd many reusable beaks for the world to expenditure. Still these neighborly networks argon continuing to advance to raise better features for users, and these popular sites will continue to grow in size. raze though mixer networks dope have negative effects much(prenominal)(prenominal) as wasting time, it in any case affects people positively by allowing people to run and remain in clash with friends in a often easier way.In the article Are well-disposed networking sites good for our society? (2009) mixer networking is defined as an online community that allow people to develop profiles of their backgrounds and interests, communicate with friends and strangers, and sh be thoughts, photos, Internet links, music, and more (p.1). Once a social network is joined users are prompted to identify other(a)s in the system with which they have a relationship hit the sackn generally as friends. social networking sites vary greatly with the features they have to offer, and is what makes each site different from the other. Six Degrees was the first study social network, similar to social networking today, to be launched and was launched in 1997 (Bhutkar, 2009). Social networking as it is today did non become popular until 2003 when Friendster MySpace and LinkedIn were launched. Then in 2004 Facebook was launched merely was only open to college students with a valid university email. Facebook remained a college only network for two years before it opened to the general public in 2006. Since then Facebook has become the number one social networking site (Bhutkar, 20 09).Social networking sites allow people to communicate and remain in contact with friends as well as garner new people. These sites allow people to summon others with similar interests that they can create a relationship with and get to know one another. Groups can be joined or formed to meet people with similar interests, and views. Social networking allows for creative expression by exploitation tools such as blogging and pass along to post ideas and stories (Are social networking sites good for our society, 2009). Users also share poems, interest in music, TV shows, hobbies, photos, and many other things (Jasson). progeny invitations can be made and sent to friends rather than having to mail invitations and friends can also rsvp for an event on the site.Not only is it utilise to take to task to friends, besides it is also used to discuss educational topics. Social networking is verbalise to increment a persons quality of life, and can reduce health put on the lines. legion(predicate) people report that they have not had any negative experiences with social networking, and schools are starting to look at it as an educational tool (Thelwell, 2006). The use of social networking helps improve technological skills of students, and exposes them to many diverse views more or less things. It also has helped with communication skills, and allows the acquire of cultures from users all all over the world. Also students use social networking to discuss homework topics with peers online, and to get help on assignments (Reid, 2009). lux percent of students on social networks have said that they talk close education, and 50 percent specifically talk close school work assignments. These students seem to have an extraordinary set of traditional and 21st snow skills including communication, creativity, collaboration, and leadership skills and technology proficiency. Parents are expecting schools to take advantage of using online social networking to educat e children, but to do so in a synthetic rubber way. Some public schools have created a secure social network for its student to be able to communicate with other students, and to do so in a more safe way (National School poster Association, 2007).Social Networking does not just benefit individuals, but it also benefits businesses as well. These sites allow businesses to advertise and market services to a large audience, and a profile is free to set up (Gillin). Numerous businesses have created profiles that provide detailed information somewhat the business to advertise in a low cost way (Roberts, 2008). Businesses will gain more attending on social networks because the business profile is available to for all users of the social network to see. Also businesses like to use social networks to learn what capableness employees are like, and make decisions based on the information provided on the persons profile (Ellison, Steinfield, Lampe, 2007).Social networking has already comp letely changed the way people interact in the world, but also it is advancing more to make it easier to access. Now social networking is decorous mobile and can be accessed through the use of a cellular telephone address phone. It is thought to be a great idea and would increase the use of social networking since a lot of people carry cell phones with them at all times. People can use mobile phones to update their status, post comments, upload photos, send messages, and update profile from just about anywhere (Kharif, 2006). This allows people to be able to get things done as well as take some time to log onto social networks. Making social networks accessible through cell phones is also evaluate to increase the number of users by a significant amount (Gillin). So far mobile social networking is being used more than social networking from pc computers. The top sites that are being visited using mobile phones are Facebook, MySpace, and Bebo. Being able to access social networks f rom the cell phone unlocks the to the full potential of social network, and makes it more well-off for people to use. Since it is more convenient to use the number of users has increased and the mobile social networking has increased importantly (Hamblen, 2008).Social networking does have negative effects as well, but are nothing compared to the advantages of using it. These sites reduce the amount of face to face socialising and replace it with online interaction which is believed to result in low quality relationships with other people (Mikami, Szwedo, Allen, Evans, Hare, 2010). Teens over share information to the public that can attenuated them in the future when trying to get a job, and deleting the information is not good enough. Cyber bullying progresss as well, which is bullying people online in a public way, but occurs at a miniscule percentage. People that frequently use online social networking are also prone to social closing off which can lead to depression and d ecreased social skills (Mikami, Szwedo, Allen, Evans, Hare, 2010). A pretended sense of security leaves social networking site users vulnerable to security attacks such as hacking, leaking sensitive information, and sending viruses. Identity theft can occur when a cybercriminal uses the network to gather personal information posted about people (University of the Pacific). It also has been said that social networking sites endanger children by allowing pedophiles to anticipate out children (Are social networking sites good for our society?). Also since they are seemly mobile it might encourage people to use cell phone to access these sites while driving just like text messaging was a popular thing to do while driving.Social networking becoming mobile use will increase cell phone use and the problem with that is that cell phones have been found to emit electromagnetic shaft of light that is absorbed by the brain and body. This absorption disrupts the brain sites for memory and l earning and can cause confusion and forgetfulness (Thomas, 2004). It is also been reported that cell phones can cause cancer from the electromagnetic exposure to other parts of the body, but little emphasis has been placed on it. The cause of cancer in the brain has been the main health concern with cell phones, which social networking by mobile phone is not exposing the brain to the waves. Also, cell phones give small amounts of radiation off and would require a lot of use and over a long period of time for it to start to cause cancer. research is asked to provide evidence to determine that actual health risk of cell phones.Social networking has its advantages and its disadvantages like e precisething else does. The sites are continuously advancing, and changing to fixation the negative problems. One example would be accessing social networking sites using cell phones so that people can access the site on the go rather than sit at home on a computer. approximately users have st ated that they have had only positive experiences with social networking, and very few people experience cyber bullying. There are still problems that need to be fixed, but it seems that the positive effects outweigh the negative effects. Social networking is a very valuable tool that can be used to meet new people, and allow people to remain in contact with friends. Even though it can waste time, social networking positively affects the world by allowing people to communicate, and remain in contact with friends in an calorie-free and convenient way.

Effects of Police Misconduct

Effects of patrol bollixWhat is legal philosophy misconduct and how does it continue legal philosophy and fraternity relations? guard misconduct includes a cosmopolitan range, reflecting the high standards we expect of legal philosophy officers. Police misconduct stool throw to off-duty behavior as well as conduct on the job. every conduct that is disgraceful, improper or unbecoming a patrol officer, or shows unfitness to be or continue as a patrol officer, or does non meet the requirements the community reasonably expects of a police officer. Examples of on-the-job police misconduct would beFailure to provide medical exam treatment to a detainee.Assaulting another individual in a shadow club would be an example of off-duty police misconduct.The violation of narrate and national laws or the violation of individuals constitutional rights by police officers overly when police commit crimes for personal gain.Police misconduct terms refer to a wide range of procedural, reprehensible, and civil violations. Misconduct is the broadest category. Misconduct is procedural when it refers to police who go against police department rules and regulations criminal when it refers to police who defy take and federal laws unconstitutional when it refers to police who ab habit a citizens Civil Rights or both combination thereof. Common forms of misconduct areExcessive use of physical or deadly force,Discriminatory arrest,Physical or vocal harassmentSelective enforcement of the law.Profit or another type of fabric benefit gained illegally as a result of the officers authority is considered misconduct. Forms of police misconduct include bribery, extortion, receiving or fencing stolen goods, and selling drugs. The term also refers to praxiss of misconduct within a given police department or special unit, particularly where offenses are repeated with the consent of superiors. Police departments order codes of conduct, string new recruits, and investigate an d discipline officers, sometimes in cooperation with civil complaint palingenesis boards which are intended to provide independent evaluative and remedial advice. Protections are also found in state law, which permits victims to action police for damages in civil actions. Excessive force- police brutality, misguided arrest and imprisonment, malicious prosecution, and wrongful death are examples of actions brought for claims. State actions whitethorn be brought at the same time with additional claims for constitutional violations.federal official law specifically targets police misconduct through both criminal and civil statutes, Federal law is applicable to all state, county, and local officers, including those who defecate in correctional facilities. The key federal criminal statute makes it immoral for anyone acting with police authority to deprive another person of any right protected by the Constitution or laws of the United States (Section 18 U.S.C. 241 2000). Another statute, commonly referred to as the police misconduct provision, makes it unlawful for state or local police to engage in a pattern or practice of conduct that deprives persons of their rights (42 U.S.C.A. 14141 2000). Federal law supplants discrimination in police work. police departments receiving federal funding is covered by title of respect VI of the Civil Rights Act of 1964 (42 U.S.C. 2000d) and the Office of Justice Programs statute (42 U.S.C. 3789dc), which prohibit discrimination on the basis of race, disguise, national origin, sex, and religion. These laws prohibit conduct from racial slurs and unjustified arrests to the refusal of departments to respond to discrimination complaints.In the 1990s, the New York urban center Police Department began a community policing approach to crime struggle. Some major(ip) cities in which community policing and other community relations strategies have been apply report increased domain confidence in police, a step-down in cri me, and the easing of racial tensions. The goal of community policing is for community residents and police to work together addressing crime in the neighborhood. Effective police-community relations initiates community members learn about policing and how to pr steadyt crime, and a police department clear learn about neighborhood members and their policing needs. Community policing allows neighborhood residents and police departments to stick together to fight crime. Community policing effort can ruin the relations surrounded by the police and the community that it is designed to protect. As the NYPD has recognized, if the price is the dedicate and respect of the community we table service whatever gains we have achieved in fighting crime is minimized. If members of the community are reluctant to approach police for business organization of a negative encounter, then we have not met our obligations to the public raze if crime levels decline.Abner Louima was assaulted and sod omized by officers inside Brooklyns 70th Police Precinct mayor Giuliani created the line of work Force on Police/Community Relations on alarming 19, 1997, 10 days later Haitian immigrant was assaulted. The goal was to give ameliorate communication among members of the police department and residents of the City of New York.The New York City Police Department began to put in place a political program in June 1996, called the Courtesy, Professionalism and Respect (CPR) program. The CPR program encourages professionalism within the department, including the constant march of courtesy and respect toward the citizens of New York City. The NYPD initiated the program in response to a rise in the number of complaints against the NYPD. The mayor believes there is a puzzle in the blood in the midst of the New York Police Department and the communities of color in New York, which must be addressed from both sides of the problem. many of the complaints concerned discourteous conduct b y members of the NYPD. To improve the situation it is unfavorable that officers understand the need for respectful treatment of the people of New York. We train them to refer to people as Mr. and Ms, to try to explain to people wherefore theyre doing what they do and to go out of their way to be respectful.According to the NYPD, the crowning(prenominal) goals of the CPR program includeA more productive relationship between the NYPD and residentsImproved officer safety through increased public supportMore success for all crime strategiesAn image of members of the NYPD as law enforcement professionals.To accomplish these goals, the NYPD provides its officers with in-service upbringing as well as training at the Police Academy.The twentieth century saw multiple legal, administrative, and bookish approaches to the problem. The passage of the Civil Rights Act of 1964, gave new protections to citizens who had long suffered discriminatory policing. A string of landmark Supreme Court d ecisions highly influenced cases resulting in the modify of Fourth Amendment rights against unreasonable Search and Seizure, evidentiary rules forbidding the use at trial of try tainted by unconstitutional police actions, and the innovation of the so-called Miranda Warning requiring officers to advise detained suspects of their constitutional rights.Traditional views were based on the assumption that police abuse reflected the moral failings of individual officers-the so-called prominent cop. The Knapp Commission was organized to hold hearings on the extent of corruptness in the citys police department. Testimony against fashion plate officers not only revealed systemic corruption but highlighted an obstacle to investigate these abuses the understanding among police officers cognise diversely as the Code of Silence and the Blue Curtain under which officers strike testimony against a fellow officer as betrayal.The work of criminologists and others, police departments sought to improve organizational rules, training, and prevention and control mechanisms. The publication of a code of police conduct by the International Association of Chiefs of Police, reflect more hard training for officers, and experimented with so-called community policing programs to improve relationships between officers and the community. Several cities established joint police and civilian complaint review boards to give citizens a larger role in what traditionally had been a closed, internal process by police departments.Among the most dramatic examples of system-wide tame is New York Citys response to long-standing brutality, discrimination, and corruption within the New York City Police Department. After reviewing civilian complaints against police in the 1960s, the city committed to it after public outcry over the videotaping of officers beating citizens who violated curfew in 1988. The civilian Complaint Review Board, which became an all-civilian agency in 1993. In 1992, res ponding to new complaints, the mayor appointed the Commission to Investigate Allegations of Police Corruption and the Anti-Corruption Procedures of the Police Department, known as the Mollen Commission. Two years later, the commission concluded that the city had alternated between cycles of corruption and crystallise. The full-time Commission to Combat Police Corruption (CCPC) as an entity independent from the police department was created. The CCPC monitors the NYPD anti-corruption policies and procedures, conducts audits, and issues public reports.Misconduct complaints can be quantified on a city-by-city basis, but these data are often subjective, and faraway more complaints are filed than ever are evaluated at trial. Corruption is even harder to measure. As the National Institute of Justice acknowledged in its May 2000 report, The Measurement of Police Integrity, most corruption incidents go unreported, and data that do exist are best regarded as measures of a police agencys a nticorruption activity, not the actual level of corruption.Prosecution of the officers was less conclusive. Officer Justin Volpe apologyded guilty to lead story the Sodomy assault and was sentenced to 30 years in prison. However, in 1999, his fellow collar officers were acquitted on charges of assault in the police patrol car one of them, Officer Charles Schwarz, was convicted of violating Louimas civil rights for holding him down during the bathroom assault. In 2000, all three were convicted of obstructing justice for their actions in covering up evidence of the attack, but these convictions were later overturned in United States v. Schwarz, 283 F.3d 76 (2d Cir. 2002). arranged a new trial on the civil rights charge, Schwarz reached a plea bargain in September 2002, agreeing to be sentenced to a 5-year prison term.Misconduct by police officers has occasionally led to rioting. The Los Angeles riots in 1992 followed the acquittal of white police officers charged with the videotap ed beating of black motorist Rodney King. In April 2001, three days of rioting in Cincinnati followed the acquittal of a white police officer on charges of shooting Timothy Thomas, a 19-year old divest black man.Cities continue to examine ways to bring meaningful reform to police departments. Some critics have argued that misconduct and corruption are passe problems that resist all efforts at eradication the best society can do, in this view, is monitor and correct. Others trace recent problems to public policy that emphasizes hostile policing of drug, gang, and street crimes. Until more effective remedies are found, some citizens will shut up require protection from the very people appointed to protect and serve them.

Settlers Effect On The Plains Indians History Essay

Settlers Effect On The Plains Indians bill EssayThe untested railroads in the West occasioned by the Civil War opened up the ara to economic development and raw settlers. American settlers from the due east entered via the disseminated sclerosis to ranch farm and mine. Native American settlers also poured from Deep siemens after being convinced that prosperity was only found in the West. Chinese workers constructing the railroads worsened diversity of the population in this kingdom. The owing(p) Plains underwent diversity because of settlers from the east. Farmers cultivated wheat and other crops on their rural areas and wiped out herds of American bison. The perseverance of kine blossomed as the railroads provided a means of transport to market the cattle (Josephy 32).The lives of African-Americans residing in the west were drastically affected by the increase in white settlement and disappearing of bison. Civil battles light-emitting diode to occasional victories by t he American Indians despite great US military force and the life-size number of white settlers. By mid 1980s, over 50% of American Indians had been pushed into reservation areas that least appea guide to the white settlers. Because of the civil war, there was a coarse traffic of people entering the West Mississippi. These people originated from Midwest and East as well as Asia and Europe. Millions of people had been lured by the visit of richesiness from gold mines, cheap globes and the imagination of a better living style.The new railroads offered a new means of transportation for the settlers while some of them sailed in order to arrive to the west coast. They settled on the outstanding Basin, Great Plains, and South West, enduring disillusionment, danger, and impenetrableship. By 20th Century, the white settlers had acquired new homesteads, industries, and communities. few of them became greatly successful although roughly of the settlers did not succeed in achieving th e wealth they desired (Trigger and Wilcomb 22).Since the arrival of the white settlers, there was a misunderstanding amongst them and the Indians. For example, non-Indians did not recognize the religious practices of the native tribes, which include worshiping of animal and show spirits. In addition, the Plain Indians believed in a complicated system of affinity based on extended families the settlers could not comprehend this. Such heathenish differences made the white settlers view native people as barriers as well as civilization (Smith and Allen 47). As the Americans organized new states and territories in the West, it gave a sportsmanlike indication that Native Americans were prohibited from roaming over the bring occupied by non-natives. The US constitution aimed at establishing small pieces of land for different tribes and actuate them to practice agriculture. While some tribes peacefully settled on the reservations, roughly of them were resistant and did not give up their way of life and their lands (Philip 18).Losing the bison on the Great Plains was a huge threat to the survival of Indians than the battle with the US army. The American Indians relied on the bison as a source of fuel, shelter, clothing, and food. Although the destruction of the bison was not under the federal policy, the practice was approved by army commanders as a way of destroying key aspects of the Indian life. Besides, hunters were hired along the railroads cleansing wildlife animals whilst providing food to the workers of the transcontinental lines. After the completion of the railroads, the settlers used chartered cars to excite the bison. As of 1975, they had killed millions of bison, which provided material for hides in the East. After a decade, the bison species became extinct. This situation was worsened because they had abandoned their nomadic lifestyle. As a result, the Indians had no option besides to accept living on the reservations (McNickle 52).The system of reserving Indians on small pieces of land did not succeed. Most of the families were reserved on marginal lands that made it unsufferable for them to develop farming practices that could sustain them. The government could not fulfill its promise of supplying them with food and other needs. This made the government abandon its hard held policy of viewing the tribes as sovereign states. The purpose of the new land was to promote farming among the native tribes through breaking the reservations (American Journey 547). The policy allowed the land to be distributed per each household. After the distribution, citizenship and title of ownership was addicted to each owner. However, this was not done to all the members of the native tribes. The reserved land that had not been allocated to the native Americans were sold to interested people. Although this was a humanitarian reform, the US policy did not recognize the communal lifestyle of Native Americans this led to the loss of million s of acres of land belonging to the Indians (Smith and Allen 39).The Plains Indian tribes were desperate and had an animate to restore their past they were attracted to the Ghost Dance a religious group. This trend had promised them that it would protect them from the white settlers, and the bullets of the American soldiers. It had also promised to bring the herds of Bison back. Efforts of reviving heathen practices of the Native Americans raised concerns among the US army and the settlers. This is because they were worried that it would increase the Indian resistance. When the US army failed to ban the Ghost Dance Movement, they adopted methods that are more aggressive. As of 1980, the US military had killed over 300 children, women, and men. This led a confrontation that marked of Plains Indian resistance (Trigger and Wilcomb 30).In the set-back of 19th Century, the American government decided that it would use treaties to solve the conflict between non-Indian settlers and the Plains Indian tribes. These treaties were meant to restrict the Native American tribes from moving to accredited regions. Later, the federal government established a permanent frontier where displaced easterly tribes could live. In 1854, the US government reserved a vast region for the settlers (McNickle 72).Plains Indians were reserved and pressurized to embrace change. They deployed new resistant strategies but did not succeed. The Great Plains underwent transformation because of settlers from the east. Farmers cultivated wheat and other crops on their lands and wiped out herds of American bison. The cattle industry blossomed because the railroads provided a means of transport to market the cattle. However, they retain demonstrated their skills in adapting to change and hardship while using the most available opportunity. They have worked for wages, traded, hunted, protested, lobbied, prayed, danced, made war, ranched and farmed. Using their adaptive approaches, the Plains Indi ans have kept up(p) themselves as unique population despite the challenges (Smith and Allen 20).Work CitedJosephy, Alvin. America in 1492 The World of the Indian People before the Arrival of Columbus. New York Alfred A. Knopf 2002. History Reference Center.McNickle, DArcy. Native American Tribalism Indian Survivals and Renewals. London Oxford University Press, 2003 JSTOR.Philip, Kenneth. John Colliers push for Indian Reform, 19201954. Tucson University of Arizona Press, 2007 Print.Smith, Paul, and Allen Robert. Like a Hurricane The Indian Movement from Alcatraz to wound Knee. 2006 New York Times Historical Database.Trigger, Bruce and Wilcomb Washburn, eds. The Cambridge History of the Native Peoples of the Americas. Cambridge Cambridge University Press, 2006 Print.The American Journey. speed Saddle River Pearson, 2011. Print.

The impact of ozone depletion

The bear upon of ozone depletionThe ozone is a thin mould of triatomic oxygen molecules intendd within the air travel which is capable of gripping lethal ultraviolet (UV) beam of light from the fair weather. Ozone occurs naturally within the stratosphere, and it accounts for about 90% of the total ozone molecules in the atmosphere, comp ared to the tropospheric ozone which forms a major air pollutant and accounts for only10%. Ozone class in the atmosphere extends goodly up to about 50Km, and there are approximately 12,000 ozone molecules per 1 billion molecules of air, musical composition less quantity exist in the troposphere of about 20-100 molecules per billion molecules of air.Stratospheric ozone is make through and through a continuous complex process of photo chemic reception involving the splitting of oxygen molecules into two oxygen atoms by solar cogency and each atom gain ground combines with oxygen molecules to produce ozone. Be typeface the process is sun lightniness dependent, more ozone is produced at lower latitudes imputable the concentration of risque solar beam of light round the equator as such ozone is continually produced and layed in these complex chemical replys. The world-wide distribution of ozone depends on conditions such as the availability of bromine and atomic number 17 in the atmosphere, high solar impregnation and latitudinal location that favour the mathematical product of the molecules.Without this layer, UV-B irradiation when reaching the ground is capable of damaging plant and animal tissues, increasing the risk of health problems such as skin cancer in humans as well as destroying both terrestrial and aquatic ecosystems.Depletion of the ozone has been observed oer the years due to the wall socket of chemical substances into the atmosphere by humans. In 2005, scientists do observed the increase in ozone depleting substances (ODS) which results to the thinning of this protective layer over Arctic and Antarctic poles by about 30 50%, and a spherical average reducing of about 3 6% compared to the pre 1980 levels. The process of depletion begins with the discommode of the ozone depleting substances (ODS) such as chlorine and bromine and chlorofluoro snows (CFCs) broadly speaking from human sources. These gases further accumulate into the atmosphere for some time depending of their occupant times and then expressed to the stratosphere through vertical mixing. These non-reactive gases are further reborn into reactive compounds by UV radiation, then chemical reactions takes place to destroy the ozone layer. Finally, these gases are transported back to the troposphere where they are removed through precipitation.Climate diverge and ozone layer depletion are interlinked beca rehearse ozone itself is a greenhouse gas and together with early(a) ozone depleting substances such as bromine (Br) and chlorine (Cl) contribute to global heating plant. whence any shifts in the atmospheric concentration and distribution of ozone will have significant impact on the global humour system.Release of these (ODS) substances including atomic number 6 dioxide and chlorofluoro carbons has a cooling achievement on the stratosphere. This cooling yield favours the chemical reactions in chlorine and bromine thereby contributing to the formation of cold Stratospheric Clouds (PSC), a condition that results in the depletion of ozone.Studies have proved that the decrease in stratospheric ozone observed over Antarctica led to substitutes in the moveions between the stratosphere and the earthly concern. These changes alter the atmospheric circulation particularly the North Atlantic oscillation (NAO), which in while has an burden on variation of climate around the Atlantic.Depletion of the ozone has an another(prenominal) significant effect on the global biogeochemical one shots which has pro fix effect on the climate system. augment in the amount UV-B modifies the carbon vibration by affecting the ingestion of CO2 by plants during photosynthesis, as well as carbon terminal in plants tissues as biomass.Because the terrestrial ecosystem serves as a net reach for carbon, changes in the amount of UV radiation is capable of disturbing the photosynthetic and respiration processes which link the atmospheric carbon and terrestrial carbon expenditure and release. Within the terrestrial ecosystems, certain plant species become more persuasible to increased UV radiation, hence reducing their ability to capture and storage atmospheric carbon dioxide.Furthermore, a change in the UV radiation increases the aim of productivity of soil micro organisms such as fungus kingdom thereby increasing the station of carbon release from biomass decomposition. This accelerated turn over time of carbon through this process of photo adulteration or photo transformation decreases the storage capacity of the soil as a major carbon sink, as such contributing t o global melting. Scientific projections from models suggest a major shift in global ecosystems from cooler and wetter to warmer and drier conditions in response to climate change-UV interaction.Another important linkage between ozone depletion and climate change is the transformation of the marine biological pump of atmospheric carbon dioxide into the ocean hind end under the influence of UV radiation. Coloured dissolved native social function (CDOM) present in aquatic primary producers which is useful in absorbing UV in the ocean undergoes photo bleaching under higher dose. thereby resulting in the loss of the pigment and consequently allow more UV acuteness into the ocean and edit the ability of aquatic plants to fix carbon during photosynthesis.Also, thermal stratification of ocean pisss occur as a result of increased CO2 from human- induced emissions decreases mid-water oxygen around the enlightenment of 200-800m, which affect carbon uptake by the oceans. This stratifi cation affect vertical mixing of substances such as bromocarbons found in tropical waters. under(a) the influence of UV, certain ozone depleting reactive radicals such as bromine oxide (BrO) are produced.Conversely, climate change also has a significant influence on ozone layer depletion. This influence whitethorn either accelerate or slow the ozone process of retrieval. Climate change induces the formation of Polar stratospheric clouds around the high latitudes which when exported to mid-latitudes generate further depletion of the ozone around such areas. Studies have shown that radiative forcing from global warming may help the ozone to recover because it tends to reduce the formation of such clouds that interact with gases in the atmosphere to destroy the ozone. Evidence was observed in the simplification in the loss of ozone over Antarctica between 2001 and 2004 during the spring period. Since ozone depletion is the principal cause of reduction in temperature of the stratosph eric ozone by about (-0.17C/ decade), increase in the emission of Green House Gases (GHG) into the atmosphere will have a warming effect thereby reversing this loss. Reactions involving compounds of halogen are directly affected by UV-B and climate change. Halomethane emissions attributed to climate change react with UV-B and consequently regulate ozone availability in the atmosphere. Climate change induced increase in temperature stimulates the release of methyl bromide and methyl iodide from certain species of plants under the influence of UV radiation. Also, climate change result in the alteration of the global hydrological cycle by increasing the rate of precipitation and eutrophication of organic carbon into rivers and streams from land. Mineralisation of this organic material takes place under the influence of UV to further release carbon into the atmosphere and contribute to global warming.In addition, global warming caused by human-induced increase in Nitrogen oxide (NO), C arbon monoxide (CO), and Methane (CH4) from bush fires increases the rate of production of ozone in the troposphere. As such global warming may increase the amount of aerosols present in the atmosphere which subsequently affects the rate of ozone photolysis by about 6-11%.Other natural factors contributing to climate change such as volcanic eruption and variation in sun-spot action at law affect ozone layer depletion. Because ozone depletion in the stratosphere is formed under the influence of solar energy, any increase in the amount of radiation coming from the sun will increase the amount of ozone in the atmosphere. Variation in the 11-year sun spot activity indicate an observed increase and decrease in ozone concentration with corresponding maximum and minimum solar cycles respectively. Furthermore, The Brewer-Dobson circulation is responsible for the transport of sulphur gases from volcanic eruptions into the stratosphere. The ascending branch of this circulation transport gas from the tropical zone upwards while the descending branch return the gases back to the troposphere in the high latitudes.Volcanic eruptions also release sulphate gases into the atmosphere. These gases significantly reduce the rate of multiplication of incident radiation from the sun and decrease the production of ozone. Other natural factors such as the release of methyl bromide into the atmosphere from rice cultivation deplete the ozone and thus increase the penetration of UV radiation.There is a strong relationship between UV radiation, carbon and nitrogen cycling which has a significant climate change implications. Increase in UV can affect the nitrogen cycle through changes in the rate of organic matter decomposition of nitrogen containing compounds through nitrogen fixation. Nitrogen compounds such as ammonia and process are continuously cycled within the biosphere in series of complex processes. dissolve organic Nitrogen (DON) reacts with UV radiation to break it down int o more soluble ammonium compound through the process of photoammonification. All these processes determine rates of carbon uptake and decomposition in the global carbon cycle. Report from the World Meteorological Organisation (WMO 2003) indicate feedback mechanisms from increasing water vapour into the atmosphere, which increases the availability of odd-hydrogen radical that leads to ozone depletion by disturbing nitrogen and chlorine cycles.Within the marine ecosystem, hydrolysis of bromine and iodine takes place by photolysis reaction in the ocean to produce ozone depleting substances. Marine phytoplanktons like algae found in tropical waters emit halogen compounds into the troposphere. Also, the interaction between UV-B radiation and the sulphur cycle contribute to climate change. Pollutants such as dimethyl sulfide (DMS) and carbonyl sulphide (COS) are emitted as aerosols that have cooling effect on the atmosphere.Climate change can also affect the propagation of planetary wave s into the atmosphere (Rhind et al.,2005a2005b Scott and Polvani, 2004 Scott et al., 2004). Climate models suggest a significant impact of climate change on troposphere-stratosphere interaction. Studies by Rhind et al. (2001) estimated in about 30% in this interaction resulted from doubling of carbon dioxide amount in the atmosphere. theme by Scaife (2001) shows a decadal increase of about 3% as a consequence of climate change. All these interactions have profound effect on the transport of ozone depleting substances into the stratosphere as well as their removal from the stratosphere back to the earth surface.In order to minimize or eliminate the impacts of ozone layer depletion, the Montreal protocol on Substances that Deplete the Ozone Layer was signed in 1987, and then came into ramp in 1989. Under this agreement, various nations that signed up the treaty pledge to reduce the production and consumption of harmful halogen gases .This reduction target begins with the decelera tion down the production and then their eventual phase out through the use of substitute gases. The use of ozone friendly Hydrochloroflourocarbons (HCFCs) was adopted to substitute the use of CFC-12 in the manufacture of refrigerants and foam making agents.The Montreal Protocol has successfully achieved a reduction in the concentration of chlorine in the global atmosphere in the late 20th century. Another important achievement is the reduction in the production of methyl chloroform and CFCs to a near nothing level at the global scale. Towards the end of this century, substances such as methyl chloride and methyl bromide are expected to be eliminated from the atmosphere due to the projected stabilisation and subsequent reduction in their production.Complete recovery of the ozone to pre 1980 level is expected under strict compliance to the Montreal Protocol by the middle of this century, with slower recovery rate predicted by computer models around the Antarctic ozone hole.In conclus ion, human induced climate change and ozone layer depletion are closely inter-related. With ozone depletion exacerbating the rate of global warming while climate change continues to deplete the ozone. Therefore necessary measures must be taken under the Montreal and Kyoto Protocol provisions to reduce the emission of ODS and other green house gases in order to save the planet from consequences of further warming effects on human health and the environment.