we've considered all of this but maybe this time it's time to take it seriously. take a look. >> we can't find it. we're not even sure we're looking in the right place. because flight 370's transponder was purposely shut down by someone in the cockpit or failed, search teams have been left to scour millions of square nautical miles. tech-savvy travellers wonder why. the director of the powerful international air transport association acknowledges the industry must act. >> we need to be in a position to track aircraft through the whole entire length of their flights even if they go outside normal radar coverage and so on. we need to now look at the best way, most effective way of tracking aircraft wherever they may happen to be. >> reporter: the agony of the families of those missing only adds urgency to act. >> you can continuously track one second at a time for