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...year. All in all, the company swung from a $5.34 billion profit the year before to a $3.38 billion loss in the fiscal year that just ended. Murdoch cares little for Wall Street, but he knows his investors need to have confidence that he's on his game. The switch to a pay model smacks of virility and aggression, the Murdoch of yore. "If we're successful," he said, "we'll be followed fast by other media...

Author: /time Magazine | Title: Will Rupert Murdoch Be the Pied Piper of Paid Content? | 8/11/2009 | See Source »

Despite complaints from angry residents worried about their safety, the mayor of Dörentrup, Friedrich Ehlert, still defends his original decision to flip the switch. "If I watch TV at home, and then go into another room, I switch the lights off in the lounge," he says. "People shouldn't expect the streetlights to be on when they're not outside." But he's delighted with the new scheme, pointing out that, although the council picks up the electricity bill every time anyone uses Dial4Light (locals pay for the call), it's still cheaper than running the streetlights through...

Author: /time Magazine | Title: Germany's Bright Idea | 8/10/2009 | See Source »

...residents of Dörentrup can now switch on the lights on a specific street whenever they like. All they have to do is register for the scheme online and provide a phone number. Each time they need to see in the dark, they call the Dial4Light number and either recite or enter the six-digit code - which can be found online or on every lamp in each street - that corresponds to the stretch of road they want lit. Within seconds, the lights are on, and they'll stay on long enough for someone to walk from...

Author: /time Magazine | Title: Germany's Bright Idea | 8/10/2009 | See Source »

...roll out the scheme for the entire village (pop. 9,000). Utility company Lemgo estimates it will cut Dörentrup's carbon emissions by some 12 tons each year compared with leaving the streetlights on all night. "We found out that on each stretch of road, people only switch on the lights up to three times each night," explains Frank Bräuer, project leader at Lemgo. "That's why this system works in villages or on the outskirts of a town where residents don't need the lights burning all night...

Author: /time Magazine | Title: Germany's Bright Idea | 8/10/2009 | See Source »

STEP THREE Seconds later, a control center will switch the lights on for a few minutes...

Author: /time Magazine | Title: Germany's Bright Idea | 8/10/2009 | See Source »

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