Passage2：复活灭绝动物
题型：段落匹配+填空+人名匹配
待补充
Passage3: Texting! the television (短信电视互动)
A
THERE was a timewhen any self-respecting television show, particularly one aimed at a youngaudience, had to have an e-mail address. But on Europe's TV screens, suchaddresses are increasingly being pushed aside in favour of telephone numbers towhich viewers can send text messages from their mobile phones. And no wonder:according to research about to be published by Gartner, a consultancy, textmessaging has recently overtaken Internet use in Europe. One of thefastest-growing uses of text messaging, moreover, is interacting withtelevision. Gartner’s figures show that 20% ofteenagers in France, 11 % in Britain and 9% in Germany havesent 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 unionof television and text message suddenly proved so successful? One importantfactor is the availability of special four-, five- or six-digit numbers,called “shortcodes” (简码). Each operator controls its own shortcodes, and onlyrelatively recently have operators realised that it makes sense to co-operateand offer shortcodes that work across all networks. The availability of suchcommon shortcodes was a breakthrough, says Lars Becker of Flytxt, amobile-marketing firm, since shortcodes are far easier to remember when flashedup on the screen.
E
The operators'decision to co-operate in order to expand the market is part of a broadertrend, observes Katrina Bond of Analysys, a consultancy. Faced with a choicebetween protecting their margins and allowing a new medium to emerge, operatorshave always chosen the first. WAP (无线应用协议），atechnology for reading cut-down web pages on mobile phones, failed becauseoperators were reluctant to share revenue with content providers. Having learnttheir lesson, operators are changing their time. In France, one operator.Orange, has even gone so far as to publish a rate card for text-messagerevenue-sharing, a degree of transparency (透明度）that would once have been unthinkable.
F
At a recentconference organised by Van Dusseldorp & Partners, HanWeegink of CMG, a firm that provides text-message infrastructure, noted that all this is subtly changing the nature oftelevision. Rather than presenting content to viewers, an increasing number ofprogrammes involve content that reacts to the viewer's input. That was alwaysthe promise of interactive TV, of course. Interactive TV was supposed torevolve around fancy set-top boxes that plug directly into the television. Butthat approach has a number of drawbacks, says Mr Daum. It is expensive todevelop and test software for multiple and incompatible types of set-top box,and the market penetration, at 40% or less, is lower than that formobile 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 withfewer grasping (贪婪的) intermediaries,” says Mr Daum. Providers of set-top box technology areadding text-messaging capabilities to their products. G
The success ofTV-related texting is a reminder of how easily an elaborate technology can beunexpectedly overtaken by a simpler, lower-tech approach. It does not mean thatthe traditional approach to interactive TV is doomed: indeed, it demonstratesthat there is strong demand for interactive services. People, it seems, reallydo want to do more than just stare at the screen. If nothing else, couchpotatoes like to exercise their thumbs.
Questions 28-32
The readingpassage has seven paragraphs, A-E
Choose the correctheading for paragraphs A-E from the list below.
Write the correctnumber, i-ix, in boxes 28-32 on your answer sheet.
List of Headings
i anexisted critical system into operating in a new way
ii Overviewof 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 overcomplex ones
ix set-top box provider changed their mind
28 Paragraph A
29 ParagraphB
30 ParagraphC
31 ParagraphD
32 ParagraphE
Questions 33-35
Choose the correctletter, A, B, C or D.
Write your answersin boxes 33-35 on your answer sheet
33.InEurope, aconsultancy suggested that young audiences spend more
money on:
A thumbingtext message
B writing E-mail
C watching TVprogram
D talking throughMobile phones
34.What happened whensome TV show invited audience to participate:
A get attractivebonus
B shows are morepopular in Norway than inother countries
C change to invitethem to the reality show
D theirparticipation could change the result
35.Interactive TVchange their mind of concentrating set-top box but switched to:
A increase theirshare in the market
B change amodified set-top box
C build anembedded message platform
D march intoEuropean market
Questions 36-40
Use theinformation in the passage to match the people(listed A-E) with opinions ordeeds below. Write the appropriate letters A-F inboxes 36-40 on your answersheet.
A Lars BeckerFlytxt
B Katrina Bond ofAnalysys
C Endemol
D CMC
E mmO2
F Gartner
36.offer mobilephone message technology
37.earnedconsiderable amount of money through a famous program
38.shortcodes areconvenient to remember when turn up
39.build their ownmobile phone operating applications
40.it is easy forpeople to send messages in an interactive TV
译文:
A 曾经有一段时间，任何自制的电视节目,特别是那些目标观众是年轻人的电视节目，都会有一个自己的邮箱。但是在欧洲的电视屏幕上，邮箱地址被放在一边，取而代之的是电话号码好方便观众用手机发短信。难怪根据一家咨询公司Gartner将要公布的调查数据显示：在欧洲，短信使用已经超过了网络。而且短信一个日益增长的用途是和电视互动。Gartner的数据表明法国20%的青少年，英国11%的青少年和德国9%的青少年给电视节目发过短信。(第28, 33题)
B 而这个现象和“真人电视秀”的大量出现密切相关，比如说“BigBrother”, 在这个节目中，观众的投票将决定最后的结果。现在许多的真人秀都允许观众发短信进行投票，在某些情况下，比如说最近的一期在挪威的“BigBrother”中，大多数的投票都是这样产生的。但是TV互动的短信不只限于投票，也鼓励观众发送自己的评论，比赛节目允许观众来竞争；音乐节目从所发来的短信接收观众的请求，广播主持人在聊天室中也使用互动屏幕。人们倾向于拿着手机坐在沙发上，所以Adam Daum ofGartner说“这是很自然的一种互动形式”
C 这其中的利润是很巨大的，因为手机运营商对于发到某个特定号码的短信是有一个额外的收费的。比如说，最近一期的英国系列节目“BigBrother”收到了 540万的短信投票，收入高达135万英镑（合 210万美金）。据一家总部在Amsterdam的咨询公司Van Dusseldorp & Partners的一份报告显示，德国版的MTV’s “Videoclash”邀请观众为2个竞争的视频中喜欢的一个投票，一个小时就收到了高达40, 000条短信，每一条短信收费0.3欧（合0.29美金）。比利时智力测验节目 “以一敌百”一个月内吸引了110, 000参与者，每一个参与者在这个8轮赛制的竞赛中回答每个问题要花费0. 5欧。在西班牙，一个神秘的猜字游戏，将题目在晚上的新闻开始前公布， 观众被邀请发送答案短信，每一条1欧元，就有机会赢得一个300欧元的奖励。在常规的一天，就有6,000名观众参与。和电视相关的短信现在占据移动运营商相当一部分的份额。7月一家英国的运营商nmiO2披露了自己比预期要好的财政收入，这要归功于如洪水般给“BigBrother”投票的短信。运营商从每条短信中获利40%-50%,将其它的收入分给电视台和节目组以及提供短信互动平台系统的公司。短信收入己经成为许多节目商业运营模式的重要组成部分。不可避免的，有人抱怨运营商从中获利太大。Endemol,是荷兰与“BigBrother”节目有合作的制作公司，它和其它的一些真人秀节目已经开始建立它们自己的手机用户人群的数据库了。下一步是要建立直接的结算关系，绕过运营商。
D 为什么电视和短信的联合突然一下这么成功？一个的因索是4, 5, 6位的数码的可能性，这种码被称为“简码”。每一个运营商都控制者自己的简码， 只是最近才有运营商意识到应该和别人合作，向网络中的伙伴提供简码。一家手机市场营销公司Lars Becker of Flylxt认为“这样的简码共享是一个突破”，因为简码显示在电视屏幕上是很容易被记住的。
E 一家咨询公司Katrina Bond of Analysys认为运营商的这个合作的决定是为了扩张自己的市场，这是广泛趋势的一部分。运营商在面对保护自己的边际利益还是允许一个新的媒体的介入这两个选择的时候，总是会选择前者，WAP (无线应用协议）是一项技术用来在手机上剪切下网页，这项技术的失败是因为运营商不太愿意将收入和内容提供商共享。运营商己经从以往的经验中吸取了教 训。他们改换了自己的态度。法国的一家运昔商，Orange甚至发行了一个率卡来方便短信收入的分成，提供以前未曾想到的透明度。
F 在最近由 Van Dusseldorp&Partners 组织的一次会议上，Han Weegink of CMG ——一家提供短信发送设备的公司指出，所有的这些都巧妙地改变了电视的性质。不再只是单纯地向观众传达电视内容，越来越多的电视内容开始涉及与观众的互动。当然，这是互动电视一直承诺能达到的效果。互动电视是指将机顶盒直接插入到电视机里。但是MrDauni认为这种方法有很多的缺点。开发和测试多种和机顶盒不兼容的软件，该项目的市场渗透率比为手机设计的软件要低40%或是更少，而手机在欧洲的普及率是85%.手机应用可以很快地被开发以及实行安装。MrDaum说，这可以很快地到达市场，并且不会涉及太多贪婪的中间商。机顶盒技术的提供者正在给他们的产品加入发送短信的功能。
G 和电视相关联的短信平台的成功时一个很好的提醒，让人们看到一项高端的技术是如何出乎意料地被一个更加简单的低端技术所超越。这并不意味着传统的互动电视就走投无路了。确实，对于互动服务将会有更大的需求。似乎人们真的不想只是盯着屏幕。“沙发土豆”不为别的，只是想锻炼一下自己的大拇指。
答案：
28.ii 29.vi 30.vii 31.i 32.v 33.A 34.D
35.C 36.D 37.E 38.A 39.C 40.f
回忆4：
听力
Part 1：周末节日安排
题型：填空+配对
填空
1. workshop
2. discussion
3. library
配对
4. F short stories
5. A biography
6. D criminal fiction
7. B new novel
8. H written for children
填空
9. 0136645772
10. river lane
Part2：城堡旅游
题型：选择
11. B
12. C
13. C
14. B
15. A
16. A
17. C
18. C
19. B
20. C
Part 3：访问老人“旧日子”回忆
题型：填空+配对
填空
21. phonebook
22. trust
23. topics
24. purpose
25. record
26. film
配对
27. D
28. A
29. B
30. E
Part 4：儿童智力发展
题型：填空
31. qualification
32. government
33. boys
34. small
35. meeting
36. business
37. university
38. college
39. reading
40. ralationships
回忆5：
回忆6：
听力
回忆7：
回忆8：
回忆9：
回忆10：
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发表于 2021-5-10 21:05:11
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