Ten years ago, nine out of ten American families used cable (有线电视)or satellite. However, a little over half do so today. The fall of pay-TV, in the advance of online streaming (流媒体),has overturned the television industry and forced Hollywood companies like Disney to rethink their business model. And an increasing number of customers cut the cord from cable providers.
But it's not everywhere. Unlike Americans, Europeans are signing up for more cables and satellites than ever before. The market share of pay-TV in Britain will go beyond that in America this year, according to Ampere Analysis, a research company. In France and Germany it already has.
What has happened to American media missed Europe. But why? One reason is price. America's cable industry may look competitive: the largest player, Comcast, has only a quarter of the market. But because it is highly localized, most homes have few choices, says Richard Broughton of Ampere. As a result, the average monthly cable cost is close to S100. British homes pay less than half the amount.
A second factor is content. American cable TV is running out of shows as studios move their best ones to their own streaming platforms(平台). In Europe, where some streamers have yet to broadcast, pay-TV companies preserve the rights to many of the most popular titles.
The last reason Europe still favors cable is that American streamer's are partnering with European pay-TV companies rather than competing with them. In the race for viewers, the quickest way for streamers to rise quickly in Europe has been to join forces with satellite and cable. They are the ones with access to customers and the ability to deal with local marketing and ad sales.
Will cord-cutting eventually cross the Atlantic? As long as Hollywood studios continue to allow European cable providers to play their programs, customers will have every reason to stick with pay-TV. In the long run, though, studios would rather bring viewers onto their own online streaming platforms, as in America.
1. What do the underlined words “cut the cord" in paragraph 1 mean?A.Change payment methods. |
B.Refuse online streaming. |
C.Stop buying pay-TV services. |
D.Follow the business model. |
A.By offering facts. |
B.By giving explanations. |
C.By sharing opinions. |
D.By starting discussions. |
A.European pay-TV customers have limited choices |
B.European pay-TV companies own rich show resources |
C.European media companies have reached an agreement on price |
D.European and American cable providers enjoy a close relationship |
A.The cable industry will be history in Europe in the near future. |
B.Cable companies in Europe are worried about the present situation. |
C.Hollywood programs contribute to the steady pay-TV market in Europe. |
D.European customers refuse to accept American streamers into local markets. |
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【推荐1】Americans get some of their news and entertainment from public television and radio. These public media receive money to operate from private citizens, organizations and government. Many of their programs are educational. But most of the American media are run by businesses for profit. These privately owned media have changed greatly in recent years. Newspapers, magazines and traditional broadcast television organizations have lost some of their popularity. At the same time, online, cable and satellite media have increased in numbers and strength. So have media that serve racial groups and those communicating in foreign languages.
In general, more media than ever now provide Americans with news and entertainment. At the same time, fewer owners control them. Huge companies have many holdings. In some areas, one company controls much of the media. One dramatic change in American media is the increased success of cable television. It comes into most homes over wires. It does not use the public airwaves to present programs, as broadcast television does. Like broadcast television, most cable television programs perform advertisements. This is true although people must pay to see cable television in their homes. Thirty years ago, few people had cable. Today, about sixty-eight percent of American homes have cable television. Television by satellite also is gaining popularity.
Over the years, traditional broadcast organizations have tried to appeal to as many watchers as possible. Many cable companies, however, present programs for one special group of viewers. For example, there are cable stations for people who like books, cooking, travel, golf or comedy.
1. Which of the following is true about American public media?A.They depend on the government. | B.They are controlled by the government. |
C.They are free. | D.They can earn money. |
A.Newspapers are getting more popular. | B.Satellite media is getting more popular. |
C.Traditional media also serve racial groups. | D.Some media make their programs in foreign languages. |
A.broadcast TV and cable TV programs include sales messages | B.more media are out of control |
C.American media is dramatic | D.cable TV is free |
A.American news and entertainment | B.Public television and radio media |
C.Media in the United States | D.Cable programs in the United States |
【推荐2】In this country, we’re blessed with All 4, which gives us unlimited access to the shows from all Channel 4 TV channels. I love its free-to-air video-on-demand service. It is really a joy: I’m currently puzzling my way through a very dark spy series called Guardian of the Castle. I really love watching it.
The only limitation of All 4 is that the film or the show stops every 15 or so minutes and some ads appear. And here’s the thing: you cannot fast-forward them! It’s incredibly annoying.
As a kid, I used to like watching ads on TV; I think I even started recording them. I remember asking my confused parents if they used a particular camera, simply because in the ad there was a nice cartoon face on the camera. I fell out of the love with ads after an art lesson in middle school. My art teacher, Mr. Courts, said something about them just being a way of getting us to buy things we didn’t really want or need. He had a point. I never felt the same way about them again.
Now, it is very painful for me to watch them in the middle of an exciting spy series. During the three ad breaks, I forced myself to sit through the other night. There was a Lloyds Band ad featuring a black horse racing alongside delighted people to the sound of a Beatles track. It made me want to tie my TV to the tail of a galloping (飞驰的) horse, so I could never watch anything of the sort ever again. However, on the other hand, I know that All 4 offers free service just because it makes profits (利润) from ads. As a big fan of All 4, I have to get rid of my dissatisfaction and tolerate (忍受) its limitation since it really offers me films and shows I like.
1. What can we know about All 4 from the first two paragraphs?A.Its programmes aren’t very interesting. |
B.Its users are forced to watch ads. |
C.Its shows cannot be fast-forwarded. |
D.Its users are charged much for the service. |
A.He found them interesting. | B.He thought them quite silly. |
C.He regarded them as confusing. | D.He considered them misleading. |
A.His improvement in cartoon drawing. |
B.His parents’ purchasing a special camera. |
C.His art teacher’s negative comment on ads. |
D.His recording the camera advertisement. |
A.Time is money. | B.Every coin has two sides. |
C.Hope for the best; prepare for the worst. | D.A good beginning makes a good ending. |
【推荐3】London has a new magazine. But it is not printed on paper. Everyone who has a television can receive it because it is on TV.
In order to read this magazine you have to have a decoder. Each page of it is numbered, so you only have to dial the number to choose which subject you want to read about. There is a wide choice — everything is included from cooking to the latest sports news.
If you want to read the news, the first thing you have to do is to turn to the index (索引) page which has an easy-to-remember page number, 100 for example. The news is on pages 101 to 109 so you push out the numbers and the news appears written across your screen. Perhaps you want to go out in the afternoon, so you press 181, and a brightly coloured weather map appears on the screen. But the weather is terrible so you decide to go shopping and dial 162 for a list of the week’s best bargains. But should you drive or take the train? To answer that question you only have to press 189 for the traffic report. It is very simple to use. But probably the best thing about the service is that it is being updated all the time. Journalists type new material directly onto the screen and whole pages of the magazine can be replaced in minutes.
London already has three services. One is transmitted (输送) by ITV while the other two on BBC. BBC engineers do not think that their idea will ever replace books and newspapers because they can be taken with you everywhere. But many people would agree that this is a breakthrough as great as the invention of printing, which could change not just our reading habits but our whole way of life.
1. We can know from the passage that _________.A.the magazine can be bought at any local newsstand |
B.most of the postmen in London will lose their jobs some day |
C.the readers can get all kinds of information staying at home |
D.everyone can read this magazine if they have a television |
A.decoder | B.magazine |
C.subject | D.program |
A.find out the sum of certain figures |
B.go shopping and have other entertainment |
C.receive some special TV program for entertainment |
D.read the information transmitted by TV signals |
A.a new magazine printed in London |
B.a popular TV program about magazines |
C.an up-to-date way of keeping up to date |
D.a technology helping people to communicate |
【推荐1】Urban agriculture, the practice of farming within the restrictions of a city, is becoming increasingly popular and is viewed as a sustainable alternative to big industrial farms. By some estimates, between 20% and 30% of the global urban population engages in some form of urban agriculture. But until recently, its carbon footprint remains understudied.
Using data from 73 low-tech city farms, community gardens and personal plots of land, Newell and his team compared the average carbon emissions of food produced at low-tech urban agriculture sites to those of conventionally grown crops. The team found that because of urban gardens’ relatively low yields, along with the energy used in constructing the planting beds, big-city spuds (马铃薯) were significantly more carbon-intensive than commercially grown ones. This held true even when the researchers factored in emissions from transporting commercially grown produce to often distant grocery stores. That doesn’t mean that growing vegetables in big cities is totally bad, however. “Urban farming is great, ” if imperfect, says Carola Grebitus, a food choice expert. It can be a powerful tool for job creation and education, she says, and a good way to introduce fresh produce to urban “food deserts” where healthy fruits and vegetables are hard to come by. Community gardens can also provide a place to connect with nature, and the added green space can reduce the risks of heat and flooding.
Conscious of these benefits, Newell’s team highlighted several ways to make urban agriculture more sustainable. One option is to be selective about what crops are grown. For instance, tomatoes grown in the soil of open-air urban plots had a lower carbon intensity than tomatoes grown in conventional greenhouses. Another strategy is to rely on existing constructions. Include old structures into a new garden’s design instead of taking down old buildings. Finally, take the local climate, water quality and soil into account. Growing plants that are ill-suited to an area requires more water, energy and pesticides (杀虫剂), all of which affect the environment.
1. What can we know about urban agriculture from paragraph 1?A.It is thoroughly researched. | B.It is welcomed by city people. |
C.It is environmentally friendly. | D.It is limited to industrial farms. |
A.By making a comparison. | B.By telling a story. |
C.By giving a definition. | D.By using a quote. |
A.It adds variety to urban people’s diet. | B.It provides recreational opportunities. |
C.It strengthens the bonds of community. | D.It helps to contain drought and flooding. |
A.Reconstructing gardens. | B.Developing greenhouse crops. |
C.Selecting pesticide-free vegetables. | D.Growing plants suited to local conditions. |
【推荐2】When children complain "It’s not fair!" they’re not just doing it to be annoying—their brains prefer equality in the doling out of everything from candy to money.
Researchers at California Institute of Technology used an MRI to look at how the brain processes rewards. They were looking at how the brain reacts to "inequality aversion", or not liking it when things aren’t fair.
What they found was that the ventromedial prefrontal cortex and ventral striatum-both associated with reward in the brain-reacted strongly to inequality even when the inequality was in their favor.
"It could have worked out in the opposite way, such that these reward processing regions might only have responded in a self-interested way and the reason that people showed inequality aversion in the lab is because they wanted to appear fair but in reality they only cared about themselves," says Tricomi, a professor of psychology.
The researchers gave some participants $50 while others began with nothing. Then, while they were in the MRI, they were presented with a series of possible money transfers. Sometimes they would be given more money; sometimes another person would get more. As the subjects thought about this money transfer, the researchers looked to see how their brains reacted.
As they’d expected, people who started out "poor" in the experiment had the strongest brain reaction when they were given money, and didn’t really react when money went to the "rich" person.
But in a surprise finding, the "rich" participants reacted just as strongly to the "poor" person getting money as they did when they themselves got money.
"Their brains weren’t simply wired for self-interest, but for fairness all around," says Tricomi.
1. How do people with inequality aversion react?A.They dislike rewards. | B.They prefer equality. |
C.They prefer inequality. | D.They hope to get rewards. |
A.To increase inequality. | B.To reduce inequality. |
C.To create a fair situation. | D.To create an unfair situation. |
A.They were given no money at first. | B.They were given little money at first. |
C.They were given no money all the time. | D.They were given little money all the time. |
A.Our Brains Dislike Inequality | B.Our Brains Prefer Having Less |
C.Our Brains Respond Strongly to Money | D.Our Brains Respond Differently to Money |
“Notre Dame,” it said. “Big envelope!”
Mike, a senior at a Californian high school, shouted with joy. The big envelope meant that the excellent university in Indiana had offered him a place in its Class of 2013. But the $51,300 annual fee is a big obstacle. So Mike and his parents are considering offers from several other colleges and are calculating the costs of tuition, housing and holiday trips home.
This year, money is the driving factor for a growing number of high school seniors, who have to decide what colleges to attend this fall. Less jobs and plunging house prices have changed family spending.
“We’re excited that Mike got into eight great schools,” said Mike’s father, an engineer at Microsoft. “But if you consider going to school out of state, you’ve got to think about all of the other costs: moving, flying back and forth for the holidays. You’re looking at about $3,000 a year, just for travel.”
As families weigh their choices, some are going back to financial aid offices hoping help packages can be increased.
Rachel Brown was happy to get a thick envelope from New York University (NYU). Although she has always wanted to live in Manhattan, she is seriously considering the University of California San Diego (UCSD), because of the high cost in New York.
“The tuition for NYU is twice as much as UCSD,” said Rachel, 17. “My mom doesn’t want me to have a big debt when I graduate, and I don’t want that either. I’d have to take out a loan of $15,000. I’ll check and see if there’s any way that NYU can offer me any financial aid.”
More than 7.6 million American students have filled out the Free Application for Students Aid, a 19.9 percent increase over last year.
This month the Federal Department of Education urged college financial aid officers to give more help to certain families. A record 30,428 students applied for 2,300 places at Stanford, partly because the university increased financial aid for families earning below $10,000.
1. Mike may give up Notre Dame because of ______.
A.travel fees | B.financial concerns |
C.poor exam results | D.worries about living far away from home |
A.A text message | B.A large gift package |
C.An admission letter | D.A scholarship letter |
A.The number of American senior students applying for financial aid is increasing. |
B.Rachel Brown has given up NYU because of its high tuition and big debts. |
C.It is inevitably hard for college students to borrow money to cover costs. |
D.An interest-free loan for students helps more students apply for Stanford. |
A.the calculation of different costs including tuition |
B.the extremely hard financial situation in America |
C.the excitement of students’ being able to enter ideal colleges |
D.the financial crisis of families over college entrance |