Multiple reports are careening across Twitter that air raid sirens are ringing amid missile strikes near Tel Aviv.
Haaretz confirms sirens are ringing and that rockets have hit Holon, south of Tel Aviv.
The Israeli Defense Force (IDF) says it has refitted the rules of engagement for Gaza, and intends to escalate bombing campaigns in the next few hours.
The Sky News Network reports that Ehud Barack, the Israeli Defense Minister, says the escalation on behalf of Hamas will not go unanswered.
"Israeli media reports said the rocket came down near an amusement park in sand dunes on the edge of Rishon Lezion, a city of 300,000 people. It was the northernmost point struck by a rocket since Israel's Gaza offensive began on Wednesday."
Israeli police have confirmed that two missiles fired at Tel Aviv area landed in open areas. A strike on Tel Aviv would be the first time Gaza rocket squads have reached the city, which would mark a significant escalation in the ongoing conflict, The Telegraph notes.
In the last hour, the Iron Dome anti-missile system shot down seven rockets over Beersheba, out of seven attempts, though reports are that the Iron Dome is only accurate up to 80 percent.
Haaretz reports that Jay Carney, White House press secretary, says President Obama condemns the rockets fired at Israel; "there is no justification for these cowardly acts."
The IDF has attacked, in total, 250 Hamas sites since the start of the conflict while 274 rockets fired from Gaza have struck Israel and the Iron Dome has intercepted 105.
While Tel Aviv residents are reporting explosions over twitter, an IDF Spokesperson reports that no rockets have struck the city, but also says that residents of central Israel "won't be calm" throughout the night.
The Jerusalem Post reports "Islamic Jihad" is taking responsibility for the strikes.
Tel Aviv, the second most populous city in Israel and its capital, has not heard warning sirens since the Persian Gulf War in 1991 when missiles fired by Saddam Hussein's Iraq landed in the city.
To give you an idea of where this conflict is going, here is a tweet from Haaret's reporter Barak Ravid:
Senior Israeli official: Cease fire is not on the table. We will not stop the operation until Hamas will beg us to
— Barak Ravid (@BarakRavid) November 15, 2012
A breaking story, we'll report on as it unfolds.
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