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The BBC has made its second annual repor...

    The BBC has made its second annual report known since its new charter was established and the broadcaster paints a rather bleak(暗淡的)picture for itself. It highlights the fact that the media landscape(局面)has changed quite rapidly in recent years and will most certainly continue to do so, and it says that the industry is “more and more dominated by a small number of US-based media giants with extraordinary creative and financial firepower.”The BBC added, “Their business models and huge budgets mean we are increasingly being squeezed out of an ever more competitive environment. British creativity and British content are now under real threat.”

However, the broadcaster is determined to do all it can to survive in the ever more digital TV world increasingly controlled by companies like Netflix and Amazon. In that regard, it laid out a few goals for the year that are aimed at keeping the BBC competitive. One focus will be its iPlayer platform. It notes that younger audiences are more frequently choosing Netflix over the BBC and it’s, therefore ,making some changes to iPlayer that will hopefully make it a destination itself rather than just a way to catch up on shows viewers have missed. The BBC has already started to introduce personalization into its iPlayer content and going forward, it will work to strengthen the user experience, boost(促进)personalization and add more live content.

But most importantly, the issue comes down to money. “The cost of sports broadcasting rights has skyrocketed while, overall, the cost of ideas and talent has risen fast.”Te broadcaster concludes that is has shrunk while the market has continued grow.“In this context, the BBC’s urgent challenge is to develop new ways to grow our income so that we can keep pace with the market around us, as well as successfully safeguard British content and Britain’s creative track record.”it said.

1.What situation is the BBC in?

A.It faces severe competition. B.Its business budgets are huge.

C.It provides bleak pictures. D.Its creativity has been lost.

2.Which of the following can replace the word "dominated" underlined in Paragraph 1?

A.Considered. B.Chosen.

C.Controlled. D.Improved.

3.What's the key measure the BBC has taken to survive?

A.Catching up on programmes. B.Improving its iPlayer platform

C.Sharing its iPlayer content. D.Reducing live shows.

4.What can we infer from the last paragraph about the BBC?

A.It tries to develop while keeping its own style.

B.It intends to rise the cost of broadcasting rights.

C.Its challenge is to safeguard the market around.

D.Its ideas of cost and talent have changed rapidly.

 

1.A 2.C 3.B 4.A 【解析】 这是一篇新闻报道。文章报道了The BBC所面临的挑战以及所采取的措施。 1.推理判断题。根据第一段中“Their business models and huge budgets mean we are increasingly being squeezed out of an ever more competitive environment. British creativity and British content are now under real threat.” “他们的商业模式和巨额预算意味着,我们正日益被挤出一个竞争越来越激烈的环境。英国的创造力和容量现在正面临真正的威胁。”和第二段中In that regard, it laid out a few goals for the year that are aimed at keeping the BBC competitive.“在这方面,它制定了一些旨在保持BBC竞争力的年度目标。”可知,BBC现在面临着激烈的竞争。故选A。 2.词义猜测题。根据第一段最后两句“Their business models and huge budgets mean we are increasingly being squeezed out of an ever more competitive environment. British creativity and British content are now under real threat.” “他们的商业模式和巨额预算意味着我们正日益被挤出一个竞争越来越激烈的环境。英国的创造力和容量现在正面临真正的威胁。”也就是被“少数总部位于美国的媒体巨头,拥有非凡的创意和财务实力”控制。由此推知划线词的意思是“控制”。故选C。 3.细节理解题。根据第二段中The BBC has already started to introduce personalization into its iPlayer content and going forward, it will work to strengthen the user experience, boost(促进)personalization and add more live content.“BBC已经开始在其iPlayer内容中引入个性化,未来将努力加强用户体验,促进个性化,并增加更多的直播内容。”可知,BBC生存的关键措施是改进iPlayer平台。故选B。 4.推理判断题。根据最后一段中In this context, the BBC’s urgent challenge is to develop new ways to grow our income so that we can keep pace with the market around us, as well as successfully safeguard British content and Britain’s creative track record.“在这种背景下,BBC面临的紧迫挑战是开发新的方式来增加我们的收入,以便我们能够跟上我们周围的市场,并成功地保护英国的内容和英国的创造性记录。”由此推知,BBC试图在保持自己风格的同时发展。故选A。
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