Transforming Traditional Healthcare to Virtual Methods

Frost & Sullivan reveals the importance of raising consumer awareness surrounding virtual visits

MOUNTAIN VIEW, Calif., April 7, 2015 /PRNewswire/ — How consumers access healthcare is evolving in the U.S. due to connected healthcare expansion and new options in the delivery of care. As the healthcare system shifts to value-based models, including focal points on wellness and prevention, different settings in the care continuum are growing in importance, especially the home. Over the next five years, virtual visits expect to become a more common occurrence given the rapid expansion in video telemedicine service options. For true advancement, consumer awareness of virtual visits is a critical challenge for all healthcare system stakeholders to overcome.

During the Health Sciences Innovation Investment Forum in New York City, the Big Idea Session:  Raising Consumer Awareness of Virtual Visits will be hosted by Frost & Sullivan Healthcare and Life Sciences Research Director Daniel Ruppar (@danielruppar).

Attendees should expect insight on the following:

  • The access to care challenge.
  • Importance of virtual visits and growth ranking in telehealth.
  • Growing consumer awareness.
  • Creating the new world of primary care.

Please join Ruppar at the Health Sciences Innovation Investment Forum. To view more information regarding the events please visit,

“Now is a critical time in the market for virtual visits,” said Ruppar. “All stakeholders must work together to maximize awareness with consumers of this approach, to best expand integration in their lives as a common healthcare option, and further promote the growth of telehealth.”

Ruppar has extensive background in a number of healthcare sectors including digital transformation of healthcare and solutions throughout the continuum of care, including telemedicine and mHealth.

The Health Sciences Innovation Investment Forum will be held at the Alexandria Center. The conference will take place on April 22 from 8:00 a.m. to 6:00 p.m. Frost & Sullivan is pleased to partner with the American Heart Association at their upcoming Health Sciences Innovation Investment Forum.

About Frost & Sullivan

Frost & Sullivan, the Growth Partnership Company, works in collaboration with clients to leverage visionary innovation that addresses the global challenges and related growth opportunities that will make or break today’s market participants. For more than 50 years, we have been developing growth strategies for the global 1000, emerging businesses, the public sector and the investment community. Contact us: Start the discussion

Kayla Belcher
Corporate Communications 
P: +1-210-247-2450

Pyrexar Medical Acquires Hyperthermia Assets of BSD Medical

— Promising Cancer Treatment Technology Now Under New Leadership

SALT LAKE CITY, April 3, 2015 /PRNewswire/ — Pyrexar Medical begins operations today after completing the acquisition of hyperthermia assets held by Perseon (NASDAQ:PRSN), formerly BSD Medical (NASDAQ:BSDM). This acquisition includes substantially all hyperthermia assets, products, services and related intellectual property.

BSD-500 Hyperthermia System

BSD-500 Hyperthermia System

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Medical device industry veteran Mark Falkowski has been named Chief Executive Officer bringing to Pyrexar more than 30 years of successful executive leadership experience with prominent medical companies like GE Healthcare, Imatron, Carestream and OEC/Diasonics.

Mr. Falkowski recruited seasoned capital equipment executives, A. Robert Depalma, Brian Chard, Rex Harmon and Drew Wilkens. Also joining, former Perseon employees Paul Turner, Ray Lauritzen, Richard Faux, Dennis Bradley and a group of highly trained system design, production and customer support team members directly associated with the hyperthermia product line. The new group’s goal is to build a sales and customer focused company.

Mr. Falkowski said: “New minimally invasive treatment technologies are vital to winning the fight against cancer and I look forward to taking an active part in bringing this important cancer fighting medical technology to market.”

Pyrexar will be presenting and exhibiting at the upcoming Society for Thermal Medicine Annual Meeting in Orlando, FL (April 14-17, 2015).


With the acquisition of BSD Medical assets, Pyrexar Medical takes its place as pioneer and worldwide market leader in the development and manufacture of innovative and highly effective hyperthermia treatment systems with established distribution and support networks in the US, Europe and Asia. PYREXAR HyperThermia (PYREXAR HT) treatments increase the effective dose of ionizing radiation in solid tumors up to 3X without increasing toxicity of healthy tissues.

Multi-center clinical trials in the US, Europe and Asia over the past 30 years document dramatic improvement in survival rates when PYREXAR HT is combined with radiotherapy in the treatment of chest wall recurrences after breast cancer, locally advanced cervical cancer, high risk soft tissue sarcoma, melanoma and other malignancies.

Pyrexar Medical is based in Salt Lake City, UT, USA. For more information please visit our web page at:

Pyrexar Medical Media Contact:
Drew Wilkens
VP of Digital Marketing

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Conax demonstrating next generation multi-DRM offering and new joint partner solution at NAB 2015

– Spotlighting demonstrations of new cutting-edge multi-DRM capabilities in Conax Contego™ and Conax Xtend Multiscreen already deployed in the market

– At NABShow, service and content protection provider Conax will announce how it plans to strengthen its IPTV offering placing the company ahead of rival solutions

– Co-exhibitor and sister company NAGRA will demo its studio-endorsed anyCAST PRM solution for the protection of content delivered OTT or via the home network

LAS VEGAS, April 2, 2015 /PRNewswire/ — NABShow 2015 — Conax, part of the Kudelski Group and a leader in total service protection for digital TV and entertainment services via broadcast, broadband and connected devices, today announced its participation at the NAB Show 2015, April 13th – 16th, Las Vegas. At NAB, Conax will launch next generation multi-DRM solution in flagship security hub Conax Contego™, supporting Google Widevine, Microsoft PlayReady, Conax OTT Access and NAGRA anyCAST PRM. Together with strategic business partners the security provider will feature real life demonstrations spotlighting implementation of the new joint solution at a live multiscreen customer. In addition, at an event at Conax Stand SU8517, Monday, April 13th, 4 pm at NABShow Conax will also announce how it plans to strengthen its IPTV offering including technology it believes will position the company ahead of rivals in the IPTV security space.

– “Supporting multiple DRM technologies is essential to reach all required devices for a TV everywhere service. Conax Contego™ supports PlayReady, Widevine, NAGRA anyCAST PRM and Conax OTT Access, with Common Encryption (CENC) for a simplified and cost-effective workflow. This ensures a unified configuration of DRM with consistent business rules across devices and networks from STBs, Smart TVs, Tablets, Phones, Gaming consoles and PC browsers,” states Tom Jahr, EVP Products & Marketing, Conax. “At NAB, Conax will provide demonstrations based on a live customer illustrating how along with our strategic partners Conax solves the latest challenges for our customers by building, highly efficient solutions both for the end-user and the operator.”

-“Conax will also talk about the latest product portfolio advancements resulting from co-development efforts between sister companies in the Kudelski Group – the leading provider of content security solutions worldwide – and the multitude of benefits for our customers in all regions.”

Conax, Kudelski Group and NAGRA
Conax will be co-exhibiting with sister company NAGRA at NAB Stand SU8517. At the NAB stand, NAGRA will feature its advanced NAGRA anyCAST PRM solution as implemented in DISH Network’s DISH Anywhere multiscreen service for PCs, Android and iOS devices.

Conax Launch & Celebration @NABShow: 4 – 6 pm, April 13th, Stand SU8517
Conax customers, partners and the media are invited to join in celebrating Conax latest multi-DRM news. Conax will also share its newest blueprint for Kudelski cross-technology advancements – followed by networking and a launch party.

At NAB’s Connected Media IP Panel Debate: “Content Security – Protecting Your Assets”
Tom Jahr, EVP Products and Marketing at Conax will speak alongside Christopher Schouten, Senior Director of Product Marketing at NAGRA, as part of the Connected Media exhibit at NAB. Panelists will address a variety of hot topics affecting content protection and the pay-TV industry.
Details: Wednesday, April 15th at 11:30 -12:00 (CM|IP Pavilion, North Hall)

Using Conax’ truly modular approach to a hybrid multiscreen offering, Conax Contego™ unified security hub supports all major distribution technologies and formats including UHD/4K, seamlessly supporting smart cards, cardless and advanced OTT services from a single unified back-end and designed to support operators of any size; small, medium and large, broadcast and broadband. Conax GO Live™ is the new entry-level, targeted solution for pay-TV operators looking to provide streaming of live channels to iOS and Android devices.

About Conax
A part of the Kudelski Group (SIX:KUD:S), Conax is a leading global specialist around the total service protection for digital TV services over broadcast, broadband and connected devices. Conax provides telcos, cable, satellite, IP, mobile and terrestrial and broadband operations with the innovative, flagship Conax Contego™ family of flexible and cost-efficient solutions to deliver premium content securely and enable operators with easy access to the OTT multiscreen arena. Headquartered in Oslo, Norway, ISO 9001 & 27001 certified Conax technology enables secure content revenues for 400 operators in 85 countries globally. For more information, please visit and follow us on Twitter and LinkedIn.

Conax media contact
Leslie Johnsen
Head of Public Relations & Communications, Conax
Mob: +47-41-45-80-43

Singapore Media Festival Returns in 2015 After Successful Inaugural Year

SINGAPORE, April 2, 2015 /PRNewswire/ — The second edition of the Singapore Media Festival (SMF) returns this November, said Singapore’s Media Development Authority (MDA) today. This year, the annual SMF will run from 26 November to 6 December, bringing together a seamless market for film, TV, conferences, awards and festival screenings.

Global industry players looking to expand their media business in Asia can expect a more vibrant marketplace and a bigger celebration of the best content and media talent in the region. The festival will see the return of established media events including the Singapore International Film Festival (SGIFF); Asia TV Forum & Market (ATF) and ScreenSingapore (SS); and the Asian Television Awards.

In 2014, the inaugural SMF concluded to resounding response, bearing testament to Asia’s growing importance in the global entertainment landscape. The Festival was fruitful in many ways for event partners and the public. SGIFF made a strong comeback to the regional film circuit, unveiling 147 movies from 50 countries supported by strong ticket sales. SGIFF’s competition section, the Silver Screen Awards, gave a total of nine prizes for emerging filmmakers in Asian Feature Films and Southeast Asian Short Films.

Deals between Singapore players with regional, international media players were announced at SMF, including the launch of a S$130 million (US$100 million) media fund for investments in China’s media and entertainment industry. A record number of attendees and exhibitors and approximately S$355.1 million (US$256.28 million) in sales deals were also registered at the ATF/SS.

The SMF also saw new deals formed between established international media players. A strategic cooperation between China’s online video platform, Tencent, with FOX International Channels saw both partners embark on an endeavour to make over 300 hours of programming and documentaries from National Geographic available to the mainland China market.

Asian Television Awards, which awards the best of regional television, received over 1,300 entries and was broadcasted to approximately 50 million households across Asia.

Robert Gilby, Chairman of the Singapore Media Festival advisory board, Managing Director  of the Walt Disney Company (SEA), said, “The Singapore Media Festival serves as a platform for creative, content and commerce leaders from Singapore, Asia and other regions around the globe to come together to form fruitful partnerships, that place Singapore as Asia’s leading hub for content creation. The board is greatly heartened by the meaningful partnerships forged and vibrant exchange of ideas at SMF 2014. We look forward to expanding the relationships and industry discussions in an even more successful edition in 2015.”

Angeline Poh, Assistant Chief Executive (Industry), Media Development Authority, added, “The Singapore Media Festival aims to be one of Asia’s flagship media events that facilitates exchanges within the industry and shines the spotlight on Singapore and Asian content.” She added, “We will continue to promote collaboration around new avenues of content creation and delivery as well as audience engagement.”

For more information, please contact:

Joannah Zhong
Executive, Industry Communications
Media Development Authority 
Tel: +65-9728-9956

About Media Development Authority of Singapore (MDA)

The Media Development Authority of Singapore ( promotes the growth of globally competitive film, television, radio, publishing, games, animation and interactive digital media industries. It also regulates the media sector to safeguard the interests of consumers, and promotes a connected society. MDA is a statutory board under the Ministry of Communications and Information (

About SMF

The Singapore Media Festival, hosted by Media Development Authority is set to become one of Asia’s leading international media events, where the industry meets to discover the latest trends, talent and content in Asia for Film and TV. It brings together established media events — Asia TV Forum & Market (ATF) and ScreenSingapore (SS), Asian Television Awards and Singapore International Film Festival (SGIFF), which will take place from 26 November to 6 December 2015.

About Singapore International Film Festival Ltd. (SGIFF)

Singapore International Film Festival Ltd. is a non-profit organisation that holds the Institution of a Public Character (IPC) status. It is the home of the Singapore International Film Festival (SGIFF), the largest and longest-running film event in Singapore founded in 1987. The SGIFF has become an iconic event in the Singapore arts calendar that is widely attended by international film critics, and recognised worldwide for its focus on Asian filmmakers and promotion of Southeast Asian films. The festival also serves as a catalyst to arouse the widest public interest in the arts and encourage artistic dialogue and cultural exchange. For more information, please visit

About Reed Exhibitions – Asia TV Forum & Market (ATF) and ScreenSingapore (SS)

Reed Exhibitions is the world’s leading events organiser, with over 500 events in 43 countries. In 2014 Reed brought together over seven million event participants from around the world generating billions of dollars in business. Today Reed events are held throughout the Americas, Europe, the Middle East, Asia Pacific and Africa and organised by 41 fully staffed offices. Reed Exhibitions serves 43 industry sectors with trade and consumer events. It is part of the RELX Group plc, a world-leading provider of information solutions for professional customers across industries. (   

About Contineo Media – Asian Television Awards

Contineo Media ranks as one of Asia’s leading business-business information providers. Headquartered in Singapore, Contineo Media also operates in China with office in Beijing. As a multi-platform information provider, Contineo Media connects buyers and sellers through its print products, websites, electronic newsletters, e-books, video channels, conferences and industry awards. Contineo Media’s expertise is focused on two sectors — Broadcast content and production, and Manufacturing. Brands in its stable include Television Asia Plus, Asia Image, Asia Audio, Music Asia, Payload Asia, Control Engineering Asia, Logistics Insight Asia, PharmaAsia, and Asia Food Journal. Brand extensions in China include Asia Image Mandarin Edition, Control Engineering Asia-China, Pharma Asia-China, Asia Food Journal-China and Electronic Manufacturing Asia-China.Leading industry awards organised by Contineo Media include the Asian Television Awards, Apollo Awards, Payload Asia Awards, and Asian Manufacturing Awards.

Game Power 7 Recognised for Visionary Innovation Leadership Award by Frost & Sullivan

DUBAI, United Arab Emirates, March 30, 2015 /PRNewswire/ — Game Power 7 was recently recognised with the Frost & Sullivan 2015 Visionary Innovation Leadership Award for Digital Game Publishing in the Middle East (ME), at the annual Growth, Innovation and Leadership (GIL) 2015: Middle East held in Dubai last month. Game Power 7 has reinvented the gaming landscape in the MENA by developing and publishing the MMO (Massively Multiplayer Online) and the MMO role-playing games (MMORPG) technology, which remoulds the key attributes of games including the storyline, concepts, characters, traditions, etc. to suit cultural sensibilities of approximately 70 Million online gaming enthusiasts.

Mr. Fadi Mujahid, CEO, Game Power 7, said, “The essence of game ‘culturalization’ aids to connect with the Arabic youth directly and, thereby, facilitates profound engagement with them. We emphasise on player satisfaction and customer loyalty as the two fundamental pillars for success of the company in the online gaming arena in the coming years.”

From designing the wardrobe to modifying characters, Game Power 7 ensures that players get a feeling of being at home rather than experiencing alienation due to influence of other cultures in the virtual world. This has led to the company witnessing an exponential growth in the number of online Arabic gamers connecting to experience the unique and innovative games developed by Game Power 7. Looking at the popularity of the mobile gaming segment, and backed by an e-payment network that covers more than 19 countries the company is coming up with free mobile games on both Android and iOS platforms in Arabic language. With over one million registered gamers, Game Power 7 believes that the market potential exceeds 25 million gamers with estimated revenue of USD 500 Million Dollars annually. The company has achieved a seven digits total profit during the past five years while maintaining an annual profit growth of 10 per cent.

“It takes a spirited initiative and relentless efforts to offer gamers something new and original from time to time. GamePower7 has been doing exactly that since 2007 by being the first Arab gaming company to develop and publish online Massively Multiplayer Online (MMO) Games, MMO Role Playing Games (MMORPG) and also launch online game ‘culturalization’. The Arabic online gaming market is witnessing an exponential growth and being the pioneers in online Arabic gaming gives GamePower7 a strong advantage over its competitors,” said Satyajit Lele, Research Analyst, Best Practices Team, Frost & Sullivan.

Frost & Sullivan’s Best Practices Awards recognises companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices.

About Game Power 7:
The company was founded in 2007 as the first leading Arabic company in the field of online and mobile gaming. As a subsidiary company of Global New Age Media Group, Game Power7 presented innovative products based on localising games from different cultures to fit the Arabic culture, tradition, and local values. Relying on local talents, the company released a variety of exceptional games starting with the most popular in 2008 Arabic Rapplez, which was the first online Arabic game. The game population exceeded one million players. Game Power 7 has operation centres in three Arab countries, while the headquarters are located in Dubai. As part of the belief in the importance of community management, the company established a Culturalization and Cultural Content Department and Community Management QA Department. As part of the company’s integrated corporate social responsibility vision, the company supports several social programmes for the youth and local communities.

For more information on game Power 7, please visit:

About Frost & Sullivan:
Frost & Sullivan, the Growth Partnership Company, works in collaboration with clients to leverage visionary innovation that addresses the global challenges and related growth opportunities that will make or break today’s market participants.

Our “Growth Partnership” supports clients by addressing these opportunities and incorporating two key elements driving visionary innovation: The Integrated Value Proposition and The Partnership Infrastructure.

  • The Integrated Value Proposition provides support to our clients throughout all phases of their journey to visionary innovation including research, analysis, strategy, vision, innovation, and implementation.
  • The Partnership Infrastructure is entirely unique as it constructs the foundation upon which visionary innovation becomes possible. This includes our 360 degree research, comprehensive industry coverage, career best practices as well as our global footprint of more than 40 offices.

For more than 50 years, we have been developing growth strategies for the global 1000, emerging businesses, the public sector and the investment community. Is your organization prepared for the next profound wave of industry convergence, disruptive technologies, increasing competitive intensity, Mega Trends, breakthrough best practices, changing customer dynamics and emerging economies?

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Media Contacts: For Game Power 7

Ruhaim Sawan
Phone: +971-4-3902777

Media Contact: Frost & Sullivan

Paroma Bhattacharya
Corporate Communications — Middle East and North Africa
P: +91-22-6607-2047
F: +91-22-2832-4713

Ravinder Kaur
Corporate Communications — South Asia
M: +91-99401-41714
P: +91-44-6681-4413

Senegal, The Philippines, and Uruguay Make Major Strides Towards Universal Access to Reproductive Health

— Global Leaders Council for Reproductive Health honors innovative leadership

WASHINGTON, March 30, 2015 /PRNewswire/ — The Global Leaders Council for Reproductive Health and the Aspen Institute announced today the winners of the 2015 Resolve Award, which recognizes countries that are making landmark progress towards the goal of universal access to reproductive health. This year’s awards are focused on approaches that are anchored in rights-based principles and promote equitable access. Senegal and the Philippines are being honored for exceptional achievements in service delivery and policy development, with special mention to Uruguay for its pioneering approach to risk reduction.

Delivering on the promise of universal access to reproductive health is one of the key human rights challenges facing governments today, and is central to developing a just, equitable, and sustainable world.

The Honorable Joy Phumaphi, Chair of the Aspen Institute’s Global Leaders Council for Reproductive Health, will present the awards to representatives of each country on May 21, 2015, at a ceremony coinciding with the World Health Assembly in Geneva, Switzerland.

Winning Countries
Senegal is the winner of the 2015 Resolve Award for Service Delivery. The country is revolutionizing the availability and supply of contraceptives with its Informed Push Model of distribution. Informed Push uses techniques borrowed from the commercial sector to eliminate inventory stockouts and ensure that women have access to a consistent, reliable supply of family planning products. Development of the system was led by the Ministry of Health, which collaborated with a range of public and private partners to build a robust, sustainable program. The success in Senegal has been dramatic—with stockout frequencies reduced from 80 percent to less than 10 percent—and is already serving as a model for other countries in the region.

The 2015 Resolve Award for Policy Development recognizes the Philippines for its game-changing transformations in the political and regulatory environment for reproductive health. The country’s newly enacted reproductive health law is the result of a 13-year campaign to establish a national reproductive rights and health framework, despite a difficult political climate. The successful culmination of this effort, which was supported by a broad consortium of civil society advocates and government leaders, heralds a new era in health and rights for all Filipinos.

Uruguay is being honored with a Special Mention for its innovative risk reduction approach to unsafe abortion. The Uruguayan model is designed to maximize women’s healthcare options even in a restrictive legal environment, with a focus on treating abortion and unwanted pregnancy as medical issues. As a result, maternal deaths from unsafe abortion have been virtually eliminated in Uruguay. This risk reduction model has been replicated in other countries across Latin America, and is now being implemented in Africa and the Arab world.

About the Awards
The Resolve Award was launched in 2011 by the Global Leaders Council for Reproductive Health, in partnership with Aspen Global Health and Development, the World Health Organization Department of Reproductive Health and Research, and the U.S. Agency for International Development, to recognize country-led innovations that result in increased access to family planning and reproductive health. Past recipients include Ethiopia, Malawi, Nepal, and Yemen (2012); the Gambia, Kenya, Sierra Leone, and Zambia (2013); and Afghanistan, Cambodia, Peru, and Tanzania (2014).

The awards ceremony will be broadcast live on May 21, 2015. Additional information will follow. Join the conversation on Twitter @GLCRHresolve and #Resolve.

The Global Leaders Council for Reproductive Health, established by The Aspen Institute in 2010, is composed of sixteen sitting and former heads of state, high-level policymakers and other leaders who build political leadership for increased financial and technical support for reproductive health. The Council works to revitalize political commitments to reproductive health by increasing awareness of reproductive health issues, supporting the effective use of donor resources, and championing policies dedicated to achieving universal access to reproductive health. For more information please visit:

Aspen Global Health and Development, one of the largest policy programs at the Aspen Institute, is a force for fresh thinking, unlikely collaborations, and nimble action within the global health and development field. Today, GHD’s small, dynamic team works on a collection of issue-specific initiatives – all aimed at catalyzing policy work that better connects champions at the highest levels, development practitioners in the field, and the poorest and most vulnerable on the ground. For more information please visit:

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Hainan Province, Hengda Health and Korean Yuanchen Signs Strategic Cooperation Agreement

BOAO, China, March 29, 2015 /PRNewswire/ — In the evening on March 29, Hong Kong listed company New Media (HK.708) (to be changed into Hengda Health Industry Co., Ltd.) announced that it has signed a strategic investment cooperation framework agreement with the Management Committee of the pioneer district of the international medical tourism in Lecheng, Boao, Hainan Province; and Korean Yuanchen Medical Cosmetology Group on March 28 to establish an international medical cosmetology and anti-aging center at the above mentioned pioneer district. An original report from Sina Leju follows.

Three parties has completed the signing ceremony at the Boao Health Forum on March 28, including Lu Junhua, vice-governor of Hainan Province; Tan Zhaohui, executive vice president of Hengda Group and Board chairman of New Media (Hengda Health); and Piao Yuanchen, president of Korean Yuanchen Medical Cosmetology Group.

The “Internet + Health and medical treatment” is now perceived as the most attractive direction and the hottest topic at this Forum. The leading enterprises mainly include Ali Health, Hengda Health and so on. Ali Health, formed by Ali Group through the purchasing of CITIC 21 Century, has a current total market value of HKD 55.4 billion. Hengda Health is formed by Hengda Group through an acquisition of New Media that has just completed. The company has also completed the change in board of directors and is currently with a current total market value of HKD 5.8 billion. These two companies are the industrial leaders, both of which are listed in Hong Kong.

According to the agreement, New Media (Hengda Health) will cooperate with Korean Yuanchen to invest in the construction of the hospital with integration of medial plastic surgery, beauty and anti-aging health, creating a high-end international Beauty Surgery Hospital with advanced technology, professional teams and modern management and plans to use the information modes such as highly efficient and accurate big data, mobile internet, etc. to provide a one-stop service for health and medical tourists.

Korean Yuanchen is the earliest and largest medial beauty group in South Korea. Lexing District in Boao is the first pioneer district of the international medial tourism approved by the State Council and has won 9 national preferential policies such as accelerating the registration and approval process of medical apparatus and instruments, drugs import, etc. According to the authoritative report, it is estimated that the total scale of the health service industry will reach RMB 8,000 billion in China in 2020. Thus, the industrial prospect is bright.