【独家】雅思阅读全真模考题-短信-电视的进化版

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【独家】雅思阅读全真模考题-短信-电视的进化版

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Texting! the television 2

A

THERE was a time when any self-respecting television
show, particularly one aimed at a young audience, had to have an e-mail
address. But on Europe’s TV screens, such addresses are increasingly being
pushed aside in favour of telephone numbers to which viewers can send text
messages from their mobile phones. And no wonder: according to research about
to be published by Gartner, a consultancy, text messaging has recently
overtaken Internet use in Europe. One of the fastest-growing uses of text
messaging, moreover, is interacting with television. Gartner’s figures show
that
20% of teenagers in France, 11 % in Britain and 9% in Germany have sent
messages in response to TV shows.

B

This
has much to do with the boom in “reality TV” shows, such as “Big Brother”, in
which viewers’ voles decide the outcome. Most reality shows now allow
text-message voting, and in some cases, such as the most recent series of
“Big Brother” in Norway, the majority of votes are cast in this way. But
there is more to TV-texting than voting. News shows encourage viewers to send
in comments; games shows allow viewers to compete; music shows take requests
by text message; and broadcasters operate on-screen chartrooms. People tend
to have their mobiles with them on the sofa, so “it’s a very natural form of
interaction,” says Adam Daum of Gartner.

C

It can also be very lucrative, since
mobile operators charge premium rates for messages to particular numbers. The
most recent British series of “Big Brother”, for example, generated 5.4m
text-message votes and £1.35m (S2. lm) in revenue. According to a report from
Van Dusseldorp & Partners, a consultancy based in Amsterdam, the German
edition of MTV’s “Videoclash”
which invites
viewers to vote for one of two rival videos, generates up to 40,000 messages
an hour, each costing curo0.30 ($0.29). A text contest alongside the Belgian
quiz show “1 Against 100” (
以一敌百)attracted
110.000 players in a month, each of whom paid euro 0.50 per question in an
eight-round contest. In Spain, a cryptic-crossword (
神秘的猜字游戏) clue is

displayed before the evening news broadcast; viewers
are invited to text in their answers at a cost of euro 1, for a chance to win
a curo300 prize. On a typical day, 6,000 people take part. TV-related text
messaging now accounts for an appreciable share of mobile operators’ data
revenues. In July, a British operator, mmO2, reported better-than-expected
financial results, thanks to the flood of messages caused by “Big Brother”.
Operators typically lake 40-50% of the revenue from each message, with the
rest divided between the broadcaster, the programme maker and the firm
providing the message-processing system. Text-message revenues are already a
vital element of the business model for many shows. Inevitably, there is grumbling
怨言)that the
operators take too much of the pie. 
Endemol, the Netherlands-based production company behind “Big
Brother”, and many other reality TV shows has started building its own
database of mobile-phone users. The next step will be to establish direct
billing relationships with them, and bypass the operators (
运营商).

D

Why has the union of television and text message
suddenly proved so successful? One important factor is the availability of
special four-, five- or six-digit numbers, called “shortcodes” (
简码). Each operator
controls its own shortcodes, and only relatively recently have operators
realised that it makes sense to co-operate and offer shortcodes that work
across all networks. The availability of such common shortcodes was a breakthrough,
says Lars Becker of Flytxt, a mobile-marketing firm, since shortcodes are far
easier to remember when flashed up on the screen.

E

The operators’ decision to co-operate in order to
expand the market is part of a broader trend, observes Katrina Bond of
Analysys, a consultancy. Faced with a choice between protecting their margins
and allowing a new medium to emerge, operators have always chosen the first. WAP
(无线应用协议),a technology for reading cut-down web pages on
mobile phones, failed because operators were reluctant to share revenue with
content providers. Having learnt their lesson, operators are changing their
time. In France, one operator. Orange, has even gone so far as to publish a
rate card for text-message revenue-sharing, a degree of transparency
(透明度)that would once have been unthinkable.


F

At a recent conference organised by Van Dusseldorp & Partners, Han Weegink of CMG, a firm that provides
text-message infrastructure, noted that all this is subtly changing the
nature of television. Rather than presenting content to viewers, an
increasing number of programmes involve content that reacts to the viewer’s
input. That was always the promise of interactive TV, of course. Interactive
TV was supposed to revolve around fancy set-top boxes that plug directly into
the television. But that approach has a number of drawbacks, says Mr Daum. It
is expensive to develop and test software for multiple and incompatible types
of set-top box, and the market penetration, at
40% or less, is lower than that for mobile phones, which
are now owned by around
85% of Europeans. Also, mobile-phone applications can be
quickly developed and set up. “You can get to market faster, and with fewer grasping (
贪婪的) intermediaries,” says Mr Daum. Providers of
set-top box technology are adding text-messaging capabilities to their
products.

G

The success of TV-related texting is a reminder of
how easily an elaborate technology can be unexpectedly overtaken by a simpler,
lower-tech approach. It does not mean that the traditional approach to
interactive TV is doomed: indeed, it demonstrates that there is strong demand
for interactive services. People, it seems, really do want to do more than
just stare at the screen. If nothing else, couch potatoes like to exercise
their thumbs.

Questions
28-32

The
reading passage has seven paragraphs, A-E

Choose the correct heading for paragraphs A-E from the
list below.

Write the correct number, i-ix, in boxes 28-32 on your
answer sheet.

List
of Headings

i   an existed
critical system into operating in a new way

ii   Overview of a fast
growing business

iii   profitable games
are gaining more concerns

iv    Netherlands takes
the leading role

v     a new perspective
towards sharing the business opportunities

vi    opportunities for
all round prevalent applications

vii revenue gains and bonus share

viii the simpler technology prevails over complex ones

ix set-top box
provider changed their mind

28 
Paragraph A

29 
Paragraph B

30 
Paragraph C

31 
Paragraph D

32 
Paragraph E

Questions
33-35

Choose the correct letter, A, B, C or D.

Write your answers in boxes 33-35 on your answer sheet.

33  33.In
Europe, a consultancy suggested that young audiences spend more money on:

A thumbing
text message

B writing
E-mail

C watching
TV program

D talking
through Mobile phones

34  What happened when
some TV show invited audience to participate:

A get
attractive bonus

B shows are
more popular in Norway than in other countries

C change to
invite them to the reality show

D their
participation could change the result

35  Interactive TV
change their mind of concentrating set-top box but switched to:

A increase
their share in the market

B change a
modified set-top box

C build an
embedded message platform

D march into
European market

Questions
36-40

Use the information in the passage to match the people (listed A-E) with
opinions or deeds below. Write the appropriate letters A-F in boxes 36-40 on
your answer sheet.

A Lars Becker
Flytxt

B Katrina Bond of
Analysys

C Endemol

D CMC

E mmO2

F Gartner

36    offer mobile phone message technology

37    earned considerable amount of money through a famous program

38   
shortcodes
are convenient to remember when turn up

39   
build
their own mobile phone operating applications

40   
it
is easy for people to send messages in an interactive TV

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