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  1. A fuzzy picture

  (The Economist, Jan 5th,2006)

  “THIS is a really exciting time—a new era is starting,” says Peter Bazalgette, the chief creative officer of Endemol, the television company behind “Big Brother” and other popular shows. He is referring to the upsurge of interest in mobile television, a nascent industry at the intersection of telecoms and media which offers new opportunities to device-makers, content producers and mobile-network operators.

  Already, many mobile operators offer a selection of television channels or individual shows, which are “streamed” across their third-generation (3G) networks. In South Korea, television is also sent to mobile phones via satellite and terrestrial broadcast networks, which is far more efficient than sending video across mobile networks. In Europe, the Italian arm of 3, a mobile operator, recently acquired Canale 7, a television channel, with a view to launching mobile-TV broadcasts in Italy in the second half of 2006.

  Meanwhile, Apple Computer, which launched a video-capable version of its iPod portable music-player in October, is striking deals with television networks to expand the range of shows that can be purchased for viewing on the device, including “Lost”, “Desperate Housewives” and “Law & Order”.

  Despite all this activity, however, the prospects for mobile-TV are unclear. For a start, nobody really knows if consumers will pay for it, though surveys suggest they like the idea. Informa, a consultancy, says there will be 125m mobile-TV users by 2010. But many other mobile technologies inspired high hopes and then failed to live up to expectations. And even if people do want TV on the move, there is further uncertainty in two areas: technology and business models.

  At the moment, mobile TV is mostly streamed over 3G networks. But sending an individual data stream to each viewer is inefficient and will be unsustainable in the long run if mobile-TV takes off. So the general consensus is that 3G streaming is a prelude to the construction of dedicated mobile-TV broadcast networks, which transmit digital TV signals on entirely different frequencies to those used for voice and data. There are three main standards: DVB-H, favoured in Europe; DMB, which has been adopted in South Korea and Japan; and MediaFLO, which is being rolled out in America. Watching TV using any of these technologies requires a TV-capable handset, of course.

  In contrast, watching downloaded TV programmes on an iPod or other portable video player is already possible today. And unlike a programme streamed over 3G or broadcast via a dedicated mobile-TV network, shows stored on an iPod can be watched on an underground train or in regions with patchy network coverage. That suggests that some shows (such as drama) better suit the download model, while others (such as live news, sports or reality shows) are better suited to real-time transmission. The two approaches will probably co-exist.

  Just as there are several competing mobile-TV technologies, there are also many possible business models. Mobile operators might choose to build their own mobile-TV broadcast networks; or they could form a consortium and build a shared network; or existing broadcasters could build such networks.

  The big question is whether the broadcasters and mobile operators can agree how to divide the spoils, assuming there are any. Broadcasters own the content, but mobile operators generally control the handsets, and they do not always see eye to eye. In South Korea, a consortium of broadcasters launched a free-to-air DMB network last month, but the country’s mobile operators were reluctant to provide their users with handsets able to receive the broadcasts, since they were unwilling to undermine the prospects for their own subscription-based mobile-TV services.

  Then there is the question of who will fund the production of mobile-TV content: broadcasters, operators or advertisers? Again, the answer is probably “all of the above”.

  1. The word “nascent” (line 3, paragraph 1) most probably means .

  A. significant B. Time-consuming

  C. apparent D. Brand-new

  2. It can be inferred from paragraph 2 that .

  A. communication companies welcome mobile TV

  B. mobile-TV is not allowed in many countries

  C. mobile-TV has already been served in many countries

  D. mobile-TV is coming to an end

  3. The author cites the example of Informa to demonstrate that .

  A. the prospect of mobile-TV is bright

  B. surveys and observations on mobile-TV is not quite credible

  C. MTV has encountered great technology troubles

  D. consultancy companies play an important role in MTV business

  4. According to the passage, the author istowards the prospects of MTV .

  A. optimistic B. impartial C. puzzled D. suspicious

  5. Which of the following can be the best title for the passage?

  A. MTV, a Foggy Business B. Embracing MTV

  C. Business Models D. Ways for MTV





  [真题例句]The debate was launched (v.③) by the Government, which invited anyone with an opinion of the BBC—including ordinary listeners and viewers—to say what was good or bad about the Corporation, and even whether they thought it was worth keeping.[1996年阅读2]






  [真题例句] In a draft preface to the recommendations, discussed at the 17 May meeting, Shapiro suggested that the panel had found a broad consensus that it would be “morally unacceptable to attempt to create a human child by adult nuclear cloning.”[1999年阅读4]

  [例句精译] 在5月17日会议上讨论的建议序言草案中,夏皮罗表示,专家组已取得广泛的共识,认为“试图利用成人细胞核去克隆婴儿从道义上讲是无法接受的”。



  [真题例句] 61. From the passage we can infer that.[1995年阅读3]

  [A] electronic mail will soon play a dominant role in transmitting (①) messages

  [例句精译] 61根据本文,我们可以推断出:




  [真题例句] Too many schools adopt (①) the “win at all costs” moral standard and measure their success by sporting achievements.[1995年阅读4]

  [例句精译] 太多的学校采用“不惜一切代价获取成功”的道德标准并通过炫耀成绩来估量孩子们是否成功。






  从目前全球范围内手机电视的业务开展来看,存在两种最主要的方式:流媒体和广播。为了开发手机电视的市场需求,部分电信系统商已经开始在手机上提供电视收视的服务, 这些服务和传统电视并不相同,手机通过电信网络(2.5G/2.75G/3G)连接到媒体服务器, 采用点对点流媒体方式播放,而非多点式的广播。但当3G的使用越来越普遍后,利用大量频率提供廉价电视内容的播放将会越来越不经济,同时对大规模的商业运营在技术上也相当不实际。手机电视业务数据是通过卫星或地面数字广播来进行传输。但是,由于广播方式可能同时牵涉到电信运营商和广播网络运营商,商业模式上相对复杂,特别是在管制较严的国家受政策因素的影响较大,制约较多,给商用运营带来一定的难度。



  “这真是一个令人激动的时刻 ——一个新的时代正在开始”,Endemol 电视公司的首席创意官Peter Bazalgette这样宣称,他谈到了众人对移动电视的巨大兴趣,这是一个在电信和媒体领域有交叉的新兴产业,给设备制造商、电视内容制作者以及移动网络运营商提供了新的机遇。











  根据文章第一段第二句中的...at the intersection of telecoms and media which offers new opportunities...可以推知。


  根据文章第二段第一句...which are ‘streamed’ across their thirdgeneration(3G) networks以及后面的列举韩国和意大利的例子可知移动电视已经扩展到许多国家,因此选C。A项没有提及,B项和D项与文章意思相反。




  根据文章第四段第一句... however, the prospect for mobileTV are unclear.以及后面的论述,可知作者对移动电视的前景持怀疑态度,并有条理地分析了其前景不明朗的原因,因此选D。



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