Alladi Venkatesh is Professor of Management and Associate Director of CRITO (Center for Research on Information Technology and Organizations) at the University of California, Irvine. His research focus is on the impact of new media and information technologies on consumers/households. He is also the principal investigator of Project Noah. In the 1980s he directed a major study for the National Science Foundation looking at how American families are adapting to the presence of computers at home. This study was the first of its kind in the US. Recently, he received another grant from the National Science Foundation to study the impact of media and information technologies on households. This three year study will conclude at the end of year 2000. His current work involves Electronic Commerce and the Consumer Sector, and the future of the Networked Home. Professor Venkatesh has given several invited presentations including at Intel (Oregon), Interval Research Corporation (Palo Alto), Philips (Netherlands), Electrolux (Sweden), Domus Academy (Germany) on new media technologies and consumers/households.