|
1.16-modul
|
Text: Radio and Television.2.An Offer. Discussing the Guarantee Period on p.467. Gram: Complex Object on p.451
|
Radio and Television in the USA
A
Television in the USA
Unlike many other countries in the United States broadcasting is predominantly commercial, owned by private corporations with three giant networks controlling the industry: the Columbia Broadcasting System (CBS), the American Broadcasting Corporation (ABC), the National Broadcasting Corporation (NBC).
For commercial TV, time is a commodity which is sold just like any other products. Major corporations buy time on TV programmes to advertise their goods and services. The price for TV time depends on the Hooper Rating. Prime time programmes are the most expensive.
The commercials take up approximately 8 minutes of an average television hour - frequently appearing during the hour as short advertising breaks interfering with whatever programme is shown. Naturally, the aim of the sponsors is to support the most popular programmes. These include shows featuring well-known stars, western, comedies, movies, spy, shows, live sports programmes, quiz shows and soap operas. Broadcasting companies often produce programmes that portray violence, sex, drunkenness, the use of drugs, corrupt political methods as ordinary, even attractive things, thus promoting such behavior.
Today US television with its system of numerous channels has developed into a practically indispensable amenity of everyday life.
Better quality and more channels are offered to American viewers by cable TV. Right now it is technically possible to deliver on the cable wire more than 100 channels to every home with a TV set, and there are, at present, special cable TV stations: such a HBO (Home Box Office), ESN (Entertainment and Sports Programme Network), USA, and some others.
What can cable service offer? - any programme the TV viewer chooses tosubscribe to - education courses, film, dramas, documentaries, etc.
For example HBO is a film station; the CBS cable station gives 24 hours of continuous news programmes; ESN gives sports events.
A Famous American writer, James Mitchener, Said in an interview that when the new system is in place, it could bring drastic changes: evening papers will be out of business; magazines providing general coverage will probably be doomed; many small colleges will be folded up; libraries will be radically recognized - probably no one will go to the library since the desired book will be flashed onto a home screen. Most important, the home will have to provide a larger area than it does at present for the new TV set which will have a bigger screen. He forsees that 70% of the citizens in America will be educated mainly by television. But unless the public insists on the very best, with all the variety indicated above, the Americans are merely going to have an extension of the present system and he believes that’s not good enough.
B
Kotov who has recently been in New York is now on a business trip in London. He talks with his English colleagues about British TV programmes.
Kotov: In comparison with American television, where they have a great number of TV channels, for example in New York there are 13 channels, I know you in Great Britain have less. Would you like to have more?
Brown: No, we are quite satisfied with what we have. If we had more channels we would have too many American shows and thrillers. We already have enough of these.
Kotov: Oh, yes. I couldn’t help noticing that there are many American shows on your TV.
Smith: I would say TV shows many Hollywood musicals from the 1930s and too title time is devoted to educational programmes.
Kotov: Some people spend so much time watching TV. They simply can’t switch it off. It’s like a drug. People get addicted to certain TV series, don’t they?
Brown: Being addicted to television is the same as being addicted to a book. I’m not ashamed of that. But too much TV is terribly bad for people’s eyes. Some American children, I’ve heard, spend more time in front of the TV than in front of the teacher. They watch TV at the expense of their health.
Smith: But i would encourage a child to watch children’s educational programmes.
Brown: Oh, yes. On the one hand, many of the documentaries, science programmes, news and panels help people learn a lot; but I’m not sure than involves their intelligence or judgment very much.
Kotov: Your TV is accused of violence. Do you think that because of TV your society is more violent than it used to be?
Smith: Unfortunately, nowadays TV viewers are quite often exposed to violence, especially in police series, horror films, dramas and documentaries. This can be very damaging, particularly to teenagers. I’ve read in a scientific report that boys exposed to high levels of TV violence were 50% more likely to commit acts of violence themselves.
Kotov: Many of the programmes I watched here featured fighting, shooting, murder
Smith: I think acts of violence shown on TV should at least be restricted if not prohibited altogether.
Do'stlaringiz bilan baham: | 
