Практическая работа №13

Практическая работа №13

Телевидение в Америке

В результате проделанной работы вы:

• познакомитесь с телевидением CNN и MTV и их влиянием на мир;

• узнаете, что такое DBS;

• узнаете преимущества и недостатки кабельного телевидения.

Задание 1: Письменно переведите текст «AMERICAN TELEVISION TODAY».

Образец оформления: (пишется только перевод)

In the early 21st century television, which was developed in the 1930s, is by far the most dominant communications medium that delivers content to millions of viewers simultaneously. Since replacing radio in the 1950s as the most popular medium, television has been repeatedly criticized as the biggest factor underlying violence, teenage sex, gender and race stereotyping. But there is another side to this story. Television is the only medium which can offer special moments – inaugurations, space disasters and conquests, the Olympics, impeachment hearings. Television brings multicultural groups of society together for shared information, triumphs and mourning – for common experiences.

Watching TV is one of America’s favorite pastimes. More than 98 percent of the homes in America – more than 100 million homes – have at least one TV set. American viewers have a lot of choices. About 70 percent of all homes subscribe to cable and the typical TV household today receives 82 different channels of programming. To find your way in American television you need to know how it is structured and organized.

Задание 2. Прочитайте следующий текст и заполните пронумерованные пропуски, выбрав нужный абзац (A – H). Один абзац должен остаться лишним.

Образец оформления: 1 – B, 2 – A и т.д.

The problem with American television is that there’s so much of it!

The problem of describing American television is simply this: there’s so much of it, so many different types, and so much variety. There are over 1,700 TV stations in operation today. The stations can be divided into two categories: commercial and noncommercial.

The majority of Americans watch commercial television. These stations receive most of their programming from commercial networks, the oldest and biggest of which are: ABC (the American Broadcasting Company), CBS (the Columbia Broadcasting System), NBC (the National Broadcasting Company) and Fox, or FBS (the Fox Broadcasting Company). Each of the networks may own as many as 12 TV stations and have contracts with privately owned stations – called affiliated stations – that carry the network’s programming under various financial arrangements.

The local television business relies on sales to local and regional advertisers. Local television stations also have their own news teams, reporters, and film crews. Usually, local television stations will offer between half an hour to two hours of local, city, and state news, weather and business information in addition to the national network news programs. The most-successful local TV stations are those owned and operated by a major network.

Cable television has grown in recent years to become an important component of the television landscape. Cable is in more than two-thirds of America’s TV homes. Cable consumers usually choose programming from basic cable services, which are part of one monthly fee, and premium cable services which are available individually to customers at an extra monthly or per-use fee.

Two basic cable channels – CNN and MTV – have made their mark both on American society and on global culture. The Cable News Network (CNN), the brain child of Ted Turner, was the first channel in the world to provide a twenty-four-hour news service. This format enables CNN to provide more timely news in greater detail, often offering live, unedited coverage. CNN mastered continuous coverage of breaking news events such as natural disasters, terrorist attacks. Today CNN appears in more than 200 countries around the globe, more than one billion people have access to its service.

Besides basic programming, cable offers a wide range of special channels, known as premium channels, and other services. These include movie channels such as HBO (Home Box Office) and Showtime; pay-per-view (PPV) programs and interactive (two-way) services that enable consumers to use their televisions to bank, shop, play games, and access the Internet.

Not all TV stations are in it for the money (at least not overtly). Nearly 400 TV stations are considered noncommercial operations. These stations, owned primarily by governmental organizations, universities and school boards, and religious organizations, form the backbone of the Public Broadcasting System (PBS).

PBS is especially well-known for the quality of its many education TV programs, National Geographic specials, and Scientific American Frontiers form the bases for some. Programs for children such as Barney & Friends continue PBS’s tradition of quality TV for preschoolers, and established series such as Live from Lincoln Center broadcast the best in music and opera, live and free. The highest-rated PBS series of all time was Ken Burn’s The Civil War.

In the late 1990s the ability of television to be delivered via communication satellites changed the television industry dramatically. In less than a decade, direct broadcast satellite television service (DBS) has grown to become an important competitor to cable television.

Television in the U.S. is by far the most powerful communications medium. With new technologies in systems still being developed, TV’s influence and scope are limitless. What’s in store for television? Considering the dramatic rise in cable and satellite television coverage, and the increased use of pay-per-view TV, television looks likely to remain the dominant medium in the fields of information and entertainment.

A

Satellite television has been a leader at using innovative technology. Currently DBS transmission standards are already digital, meaning that satellite pictures are pristinely clear. Some of the other innovative services that DBS has introduced include digital recorders like TiVo that allow users to record programming directly to a computer hard disk and innovative satellite-to-home broadband Internet service.

B

PBS is an ongoing alternative to commercial TV. Although public television stations must often survive on very limited budgets, their level of quality, whether in national and international news, entertainment, or education, is excellent. Almost a whole generation of children throughout the world are familiar, for example, with Sesame Street and the characters of The Muppet Show.

C

A typical basic cable system today includes a thirty-six to seventy-two channel lineup. Topping the list of basic cable services are such cable channels as CNN, MTV, the USA Network, Bravo, Nickelodeon, Lifetime, ABC Family, Comedy Central, Black Entertainment Television (BET), the Weather Channel, Turner Network Television (TNT).

D

Commercial stations – 77 percent of the total number of TV stations – make their money by selling time on their stations to advertisers. Noncommercial stations are not allowed to sell advertising; they were set for educational, civic, and religious groups. They survive strictly through donations from individuals, businesses, and the government.

E

The organizational structure of a TV station varies according to the size of the organization, but there are some general areas common to most TV stations. TV stations are generally divided into five divisions, each division having its own head who reports directly to the station manager. The five areas are sales, engineering, business, programming, and news. Each of these areas is vital for the efficient operation of a TV station.

F

The Music Television Network (MTV) is the second basic cable service to dramatically change the world’s cultural landscape. MTV and its global offsprings, including MTV Russia, reach about 400 million homes worldwide, creating a global village, and giving the world a common language. Besides music, MTV runs a variety of special programs on issues ranging from drug addictions to racism and social activism.

G

Weaker local TV stations include independents (independent stations), which are neither owned, nor affiliated with the networks. These stations are free to run any programming they choose, but normally they rely on their libraries of movies and local broadcasts of local professional sports. Independent stations appear to be a vanishing breed; there are less than 50 stations which don’t affiliate with the networks.

H

The networks with their financial and professional resources have several advantages. They are able to purchase the distribution rights, for example, to the most recent films and series. They can attract the best artists and performers. Above all, they are able to maintain large news-gathering organizations throughout the nation and throughout the world. All of the networks have nationwide news programs. Among the most popular are CBS’s 60 Minutes.

Задание 3. Ответьте на вопросы:

Образец оформления: пишется только ответ.

1. What are the advantages of network television compared to independent stations?

1. What are the differences between basic cable service and premium services?

1. How have CNN and MTV influenced culture worldwide?

1. Why has nonprofit, non-commercial public broadcasting system been so successful in the past two decades? What should be the goal of public television? Should the government support it?

1. What is DBS? What accounts for its growing popularity?

1. In terms of the idea of diversity and multiculturalism, what are cable’s main advantages over traditional broadcasting?

Критерии оценивания практической работы №13:

Успешность выполнения работы определяется исходя из следующего соответствия:

100 – 90 процентов    -  «5» (отлично)

89 – 80 процентов      -   «4» (хорошо)

79 – 50 процентов    -  «3» (удовлетворительно)

49 – 0 процентов    -  «2» (неудовлетворительно)

Вопросы для самопроверки:

1. Какого влияние на мир телевидения CNN и MTV?

2. Что такое DBS?

3. Каковы преимущества и недостатки кабельного телевидения?