diff --git a/bin/commands/runs.js b/bin/commands/runs.js
index 0a439ff6..1e6f4944 100644
--- a/bin/commands/runs.js
+++ b/bin/commands/runs.js
@@ -40,7 +40,7 @@ const { isTurboScaleSession, getTurboScaleGridDetails, patchCypressConfigFileCon
 
 
 module.exports = function run(args, rawArgs) {
-
+  utils.normalizeTestReportingEnvVars();
   markBlockStart('preBuild');
   // set debug mode (--cli-debug)
   utils.setDebugMode(args);
@@ -112,7 +112,7 @@ module.exports = function run(args, rawArgs) {
     // set build tag caps
     utils.setBuildTags(bsConfig, args);
 
-    // Send build start to Observability
+    // Send build start to TEST REPORTING AND ANALYTICS
     if(isTestObservabilitySession) {
       await launchTestSession(bsConfig, bsConfigPath);
       utils.setO11yProcessHooks(null, bsConfig, args, null, buildReportData);
diff --git a/bin/helpers/helper.js b/bin/helpers/helper.js
index ecb4e279..b839c76b 100644
--- a/bin/helpers/helper.js
+++ b/bin/helpers/helper.js
@@ -19,10 +19,11 @@ const { readCypressConfigFile } = require('./readCypressConfigUtil');
 const { MAX_GIT_META_DATA_SIZE_IN_BYTES, GIT_META_DATA_TRUNCATED } = require('./constants')
 const CrashReporter = require('../testObservability/crashReporter');
 const HttpsProxyAgent = require('https-proxy-agent');
+const { TEST_REPORTING_ANALYTICS } = require("../testObservability/helper/constants");
 
 exports.debug = (text, shouldReport = false, throwable = null) => {
   if (process.env.BROWSERSTACK_OBSERVABILITY_DEBUG === "true" || process.env.BROWSERSTACK_OBSERVABILITY_DEBUG === "1") {
-    logger.info(`[ OBSERVABILITY ] ${text}`);
+    logger.info(`[ ${TEST_REPORTING_ANALYTICS} ] ${text}`);
   }
   if(shouldReport) {
     CrashReporter.getInstance().uploadCrashReport(text, throwable ? throwable && throwable.stack : null);
diff --git a/bin/helpers/utils.js b/bin/helpers/utils.js
index caaf992e..cc644c03 100644
--- a/bin/helpers/utils.js
+++ b/bin/helpers/utils.js
@@ -33,6 +33,7 @@ exports.validateBstackJson = (bsConfigPath) => {
     try {
       logger.info(`Reading config from ${bsConfigPath}`);
       let bsConfig = require(bsConfigPath);
+      bsConfig = exports.normalizeTestReportingConfig(bsConfig);
       resolve(bsConfig);
     } catch (e) {
       reject(
@@ -492,7 +493,6 @@ exports.setNodeVersion = (bsConfig, args) => {
 // specs can be passed via command line args as a string
 // command line args takes precedence over config
 exports.setUserSpecs = (bsConfig, args) => {
-
   if(o11yHelpers.isBrowserstackInfra() && o11yHelpers.isTestObservabilitySession() && o11yHelpers.shouldReRunObservabilityTests()) {
     bsConfig.run_settings.specs = process.env.BROWSERSTACK_RERUN_TESTS;
     return;
@@ -1499,7 +1499,6 @@ exports.splitStringByCharButIgnoreIfWithinARange = (str, splitChar, leftLimiter,
 
 // blindly send other passed configs with run_settings and handle at backend
 exports.setOtherConfigs = (bsConfig, args) => {
-
   if(o11yHelpers.isTestObservabilitySession() && process.env.BS_TESTOPS_JWT) {
     bsConfig["run_settings"]["reporter"] = TEST_OBSERVABILITY_REPORTER;
     return;
@@ -1519,7 +1518,15 @@ exports.setOtherConfigs = (bsConfig, args) => {
 exports.readBsConfigJSON = (bsConfigPath) => {
   try {
     fs.accessSync(bsConfigPath, fs.constants.R_OK);
-    return fs.readFileSync(bsConfigPath, 'utf-8');
+    const configContent = fs.readFileSync(bsConfigPath, 'utf-8');
+    try {
+      const bsConfig = JSON.parse(configContent);
+      const normalizedBsConfig = exports.normalizeTestReportingConfig(bsConfig);
+      return JSON.stringify(normalizedBsConfig);
+    } catch (err) {
+      logger.error(`Error parsing JSON from ${bsConfigPath}:`, err);
+      return null;
+    }
   } catch (err) {
     return null;
   }
@@ -1804,3 +1811,25 @@ exports.decodeJWTToken = (token) => {
     return undefined;
   }
 }
+
+exports.normalizeTestReportingEnvVars = () => {
+  if (!this.isUndefined(process.env.BROWSERSTACK_TEST_REPORTING)){
+    process.env.BROWSERSTACK_TEST_OBSERVABILITY = process.env.BROWSERSTACK_TEST_REPORTING;
+  }
+
+  if (!this.isUndefined(process.env.BROWSERSTACK_TEST_REPORTING_DEBUG)){
+    process.env.BROWSERSTACK_OBSERVABILITY_DEBUG = process.env.BROWSERSTACK_TEST_REPORTING_DEBUG;
+  }
+}
+
+exports.normalizeTestReportingConfig = (bsConfig) => {
+  if (!this.isUndefined(bsConfig["testReporting"])) {
+    bsConfig["testObservability"] = bsConfig["testReporting"];
+  }
+
+  if (!this.isUndefined(bsConfig["testReportingOptions"])) {
+    bsConfig["testObservabilityOptions"] = bsConfig["testReportingOptions"];
+  }
+
+  return bsConfig;
+}
diff --git a/bin/testObservability/crashReporter/index.js b/bin/testObservability/crashReporter/index.js
index 00ecb6bc..15022ce9 100644
--- a/bin/testObservability/crashReporter/index.js
+++ b/bin/testObservability/crashReporter/index.js
@@ -7,7 +7,7 @@ const HttpsProxyAgent = require('https-proxy-agent');
 const logger = require("../../helpers/logger").winstonLogger;
 const utils = require('../../helpers/utils');
 
-const { API_URL, consoleHolder } = require('../helper/constants');
+const { API_URL, consoleHolder, TEST_REPORTING_ANALYTICS } = require('../helper/constants');
 
 /* Below global methods are added here to remove cyclic dependency with helper.js, refactor later */
 const httpsKeepAliveAgent = new https.Agent({
@@ -19,7 +19,7 @@ const httpsKeepAliveAgent = new https.Agent({
 
 const debug = (text) => {
   if (process.env.BROWSERSTACK_OBSERVABILITY_DEBUG === "true" || process.env.BROWSERSTACK_OBSERVABILITY_DEBUG === "1") {
-    logger.info(`[ OBSERVABILITY ] ${text}`);
+    logger.info(`[ ${TEST_REPORTING_ANALYTICS} ] ${text}`);
   }
 }
 
diff --git a/bin/testObservability/helper/constants.js b/bin/testObservability/helper/constants.js
index dbf5e053..d3013f40 100644
--- a/bin/testObservability/helper/constants.js
+++ b/bin/testObservability/helper/constants.js
@@ -16,6 +16,7 @@ exports.IPC_EVENTS = {
 
 exports.OBSERVABILITY_ENV_VARS = [
   "BROWSERSTACK_TEST_OBSERVABILITY",
+  "BROWSERSTACK_TEST_REPORTING",
   "BROWSERSTACK_AUTOMATION",
   "BS_TESTOPS_BUILD_COMPLETED",
   "BS_TESTOPS_JWT",
@@ -23,6 +24,7 @@ exports.OBSERVABILITY_ENV_VARS = [
   "BS_TESTOPS_ALLOW_SCREENSHOTS",
   "OBSERVABILITY_LAUNCH_SDK_VERSION",
   "BROWSERSTACK_OBSERVABILITY_DEBUG",
+  "BROWSERSTACK_TEST_REPORTING_DEBUG",  
   "OBS_CRASH_REPORTING_USERNAME",
   "OBS_CRASH_REPORTING_ACCESS_KEY",
   "OBS_CRASH_REPORTING_BS_CONFIG_PATH",
@@ -34,3 +36,5 @@ exports.TEST_OBSERVABILITY_REPORTER = 'browserstack-cypress-cli/bin/testObservab
 exports.TEST_OBSERVABILITY_REPORTER_LOCAL = path.join(__dirname, '..', 'reporter');
 
 exports.PENDING_QUEUES_FILE = `pending_queues_${process.pid}.json`;
+
+exports.TEST_REPORTING_ANALYTICS = 'TEST REPORTING AND ANALYTICS';
diff --git a/bin/testObservability/helper/helper.js b/bin/testObservability/helper/helper.js
index 467f090c..cc504bd7 100644
--- a/bin/testObservability/helper/helper.js
+++ b/bin/testObservability/helper/helper.js
@@ -27,7 +27,7 @@ const GLOBAL_MODULE_PATH = execSync('npm root -g').toString().trim();
 const { name, version } = require('../../../package.json');
 
 const { CYPRESS_V10_AND_ABOVE_CONFIG_FILE_EXTENSIONS } = require('../../helpers/constants');
-const { consoleHolder, API_URL, TEST_OBSERVABILITY_REPORTER, TEST_OBSERVABILITY_REPORTER_LOCAL } = require('./constants');
+const { consoleHolder, API_URL, TEST_OBSERVABILITY_REPORTER, TEST_OBSERVABILITY_REPORTER_LOCAL, TEST_REPORTING_ANALYTICS } = require('./constants');
 
 const ALLOWED_MODULES = [
   'cypress/package.json',
@@ -43,13 +43,13 @@ exports.pending_test_uploads = {
 exports.debugOnConsole = (text) => {
   if ((process.env.BROWSERSTACK_OBSERVABILITY_DEBUG + '')  === "true" || 
       (process.env.BROWSERSTACK_OBSERVABILITY_DEBUG + '') === "1") {
-    consoleHolder.log(`[ OBSERVABILITY ] ${text}`);
+    consoleHolder.log(`[ ${TEST_REPORTING_ANALYTICS} ] ${text}`);
   }
 }
 
 exports.debug = (text, shouldReport = false, throwable = null) => {
   if (process.env.BROWSERSTACK_OBSERVABILITY_DEBUG === "true" || process.env.BROWSERSTACK_OBSERVABILITY_DEBUG === "1") {
-    logger.info(`[ OBSERVABILITY ] ${text}`);
+    logger.info(`[ ${TEST_REPORTING_ANALYTICS} ] ${text}`);
   }
   if(shouldReport) {
     CrashReporter.getInstance().uploadCrashReport(text, throwable ? throwable && throwable.stack : null);
@@ -105,7 +105,7 @@ exports.printBuildLink = async (shouldStopSession, exitCode = null) => {
         && process.env.BS_TESTOPS_BUILD_HASHED_ID != "null" 
         && process.env.BS_TESTOPS_BUILD_HASHED_ID != "undefined") {
           console.log();
-          logger.info(`Visit https://observability.browserstack.com/builds/${process.env.BS_TESTOPS_BUILD_HASHED_ID} to view build report, insights, and many more debugging information all at one place!\n`);
+          logger.info(`Visit https://automation.browserstack.com/builds/${process.env.BS_TESTOPS_BUILD_HASHED_ID} to view build report, insights, and many more debugging information all at one place!\n`);
       }
     } catch(err) {
       exports.debug('Build Not Found');
@@ -513,9 +513,9 @@ exports.batchAndPostEvents = async (eventUrl, kind, data) => {
   } catch(error) {
     exports.debugOnConsole(`[Request Error] Error in sending request ${util.format(error)}`);
     if (error.response) {
-      exports.debug(`EXCEPTION IN ${kind} REQUEST TO TEST OBSERVABILITY : ${error.response.status} ${error.response.statusText} ${JSON.stringify(error.response.data)}`, true, error);
+      exports.debug(`EXCEPTION IN ${kind} REQUEST TO ${TEST_REPORTING_ANALYTICS} : ${error.response.status} ${error.response.statusText} ${JSON.stringify(error.response.data)}`, true, error);
     } else {
-      exports.debug(`EXCEPTION IN ${kind} REQUEST TO TEST OBSERVABILITY : ${error.message || error}`, true, error);
+      exports.debug(`EXCEPTION IN ${kind} REQUEST TO ${TEST_REPORTING_ANALYTICS} : ${error.message || error}`, true, error);
     }
     exports.pending_test_uploads.count = Math.max(0,exports.pending_test_uploads.count - data.length);
   }
@@ -541,7 +541,7 @@ exports.uploadEventData = async (eventData, run=0) => {
 
   if (process.env.BS_TESTOPS_BUILD_COMPLETED === "true") {
     if(process.env.BS_TESTOPS_JWT == "null") {
-      exports.debug(`EXCEPTION IN ${log_tag} REQUEST TO TEST OBSERVABILITY : missing authentication token`);
+      exports.debug(`EXCEPTION IN ${log_tag} REQUEST TO ${TEST_REPORTING_ANALYTICS}: missing authentication token`);
       exports.pending_test_uploads.count = Math.max(0,exports.pending_test_uploads.count-1);
       return {
         status: 'error',
@@ -586,9 +586,9 @@ exports.uploadEventData = async (eventData, run=0) => {
       } catch(error) {
         exports.debugOnConsole(`[Request Error] Error in sending request ${util.format(error)}`);
         if (error.response) {
-          exports.debug(`EXCEPTION IN ${event_api_url !== exports.requestQueueHandler.eventUrl ? log_tag : 'Batch-Queue'} REQUEST TO TEST OBSERVABILITY : ${error.response.status} ${error.response.statusText} ${JSON.stringify(error.response.data)}`, true, error);
+          exports.debug(`EXCEPTION IN ${event_api_url !== exports.requestQueueHandler.eventUrl ? log_tag : 'Batch-Queue'} REQUEST TO ${TEST_REPORTING_ANALYTICS} : ${error.response.status} ${error.response.statusText} ${JSON.stringify(error.response.data)}`, true, error);
         } else {
-          exports.debug(`EXCEPTION IN ${event_api_url !== exports.requestQueueHandler.eventUrl ? log_tag : 'Batch-Queue'} REQUEST TO TEST OBSERVABILITY : ${error.message || error}`, true, error);
+          exports.debug(`EXCEPTION IN ${event_api_url !== exports.requestQueueHandler.eventUrl ? log_tag : 'Batch-Queue'} REQUEST TO ${TEST_REPORTING_ANALYTICS} : ${error.message || error}`, true, error);
         }
         exports.pending_test_uploads.count = Math.max(0,exports.pending_test_uploads.count - (event_api_url === 'api/v1/event' ? 1 : data.length));
         return {
@@ -598,7 +598,7 @@ exports.uploadEventData = async (eventData, run=0) => {
       }
     }
   } else if (run >= 5) {
-    exports.debug(`EXCEPTION IN ${log_tag} REQUEST TO TEST OBSERVABILITY : Build Start is not completed and ${log_tag} retry runs exceeded`);
+    exports.debug(`EXCEPTION IN ${log_tag} REQUEST TO ${TEST_REPORTING_ANALYTICS} : Build Start is not completed and ${log_tag} retry runs exceeded`);
     if(process.env.BS_TESTOPS_JWT != "null") exports.pending_test_uploads.count = Math.max(0,exports.pending_test_uploads.count-1);
     return {
       status: 'error',
@@ -664,7 +664,7 @@ exports.shouldReRunObservabilityTests = () => {
 exports.stopBuildUpstream = async () => {
   if (process.env.BS_TESTOPS_BUILD_COMPLETED === "true") {
     if(process.env.BS_TESTOPS_JWT == "null" || process.env.BS_TESTOPS_BUILD_HASHED_ID == "null") {
-      exports.debug('EXCEPTION IN stopBuildUpstream REQUEST TO TEST OBSERVABILITY : Missing authentication token');
+      exports.debug(`EXCEPTION IN stopBuildUpstream REQUEST TO ${TEST_REPORTING_ANALYTICS} : Missing authentication token`);
       return {
         status: 'error',
         message: 'Token/buildID is undefined, build creation might have failed'
@@ -694,9 +694,9 @@ exports.stopBuildUpstream = async () => {
         }
       } catch(error) {
         if (error.response) {
-          exports.debug(`EXCEPTION IN stopBuildUpstream REQUEST TO TEST OBSERVABILITY : ${error.response.status} ${error.response.statusText} ${JSON.stringify(error.response.data)}`, true, error);
+          exports.debug(`EXCEPTION IN stopBuildUpstream REQUEST TO ${TEST_REPORTING_ANALYTICS} : ${error.response.status} ${error.response.statusText} ${JSON.stringify(error.response.data)}`, true, error);
         } else {
-          exports.debug(`EXCEPTION IN stopBuildUpstream REQUEST TO TEST OBSERVABILITY : ${error.message || error}`, true, error);
+          exports.debug(`EXCEPTION IN stopBuildUpstream REQUEST TO ${TEST_REPORTING_ANALYTICS} : ${error.message || error}`, true, error);
         }
         return {
           status: 'error',
diff --git a/bin/testObservability/reporter/index.js b/bin/testObservability/reporter/index.js
index 396ad0e3..5b71c55e 100644
--- a/bin/testObservability/reporter/index.js
+++ b/bin/testObservability/reporter/index.js
@@ -12,7 +12,7 @@ const Mocha = requireModule('mocha');
 const Runnable = require('mocha/lib/runnable'); // need to handle as this isn't present in older mocha versions
 const { v4: uuidv4 } = require('uuid');
 
-const { IPC_EVENTS } = require('../helper/constants');
+const { IPC_EVENTS, TEST_REPORTING_ANALYTICS } = require('../helper/constants');
 const { startIPCServer } = require('../plugin/ipcServer');
 
 const HOOK_TYPES_MAP = {
@@ -511,7 +511,7 @@ class MyReporter {
         });
       }
     } catch(error) {
-      debug(`Exception in uploading log data to Observability with error : ${error}`, true, error);
+      debug(`Exception in uploading log data to ${TEST_REPORTING_ANALYTICS} with error : ${error}`, true, error);
     }
   }