电视交互式广告的坎坷之路【詹尼佛安妮斯顿】

Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushed for years.
允许观众使用遥控器点播广告的交互式电视广告，多年来一直被推广。

Nearly a decade ago it was predicted that viewers of "Friends", a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston's with a few taps on their remote control.
大约10年前就有预测 老友记 ，一部深受欢迎的情景喜剧的观众，将很快可以通过按几下遥控器的方式购买一件与詹尼佛安妮斯顿同款的毛衣。

"it's been the year of interactive television advertising for the last ten or twelve years," says Collin Dixon of a digital-media consultancy.
过去的十年或12年都是交互式电视广告的时代，数字媒体咨询公司的克林迪克森说道。

So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some skepticism.
因此光电视觉公司，一家美国有线电视公司，在10月6日向其所有客户推出交互式广告的消息遭到了一些质疑。

During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a catalogue.
在商业广告播放过程中，一个弹窗将会出现在屏幕下方，促使观众按动按钮，以索要免费样品或订阅产品目录。

Cablevision hopes to allow customers to buy things with their remote controls early next year.
光电视觉公司希望在明年年初能让客户使用遥控器购物。

Television advertising could do with a boost.
电视广告需要推广。

Spending fell by 10% in the first half of the year.
今年上半年的消费额下降了10%。

The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped.
数字视频录像机的普及致使广告商们担心他们的商业广告会被跳过。

Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates-especially important at a time when marketing budgets are tight.
一些广告商则转向更便宜，且能提供诸如点击率这种具体统计结果的互联网。这在营销预算紧张时期尤为重要。

With the launch of interactive advertising, "many of the dollars that went to the Internet will come back to the TV," says David Kline of Cablevision. Or so the industry hopes.
嗯，随着交互式广告的推出，许多流向互联网的资金将重新回到电视，光电视觉公司的大卫克莱恩断言。或者说这是业界的期望。

In theory, interactive advertising can engage viewers in a way that 30-second spot or not.
理论上，交互式广告能够以一种30秒广告做不到的方式来吸引观众。

Unilever recently ran an interactive campaign for its Axe deodorant(除臭剂), which kept viewers engaged for more than three minutes on average.
联合利华最近为其斧牌除臭剂开展的活动，引起了观众平均超过三分钟的参与。

The amount spent on interactive advertising on television is still small.
花费在电视交互式广告上的数额仍然很少。

Magna, an advertising agency, reckons it will be worth about $138 million this year.
麦格纳广告代理公司估算今年的互动广告产值将达到约1.38亿美元。

That falls far short of the billions of dollars people once expected it to generate.
这与人们预想的，其将带来数10亿美元的产值相差甚远。

But DirecTV, Comcast and Time Warner Cable have all invested in it.
然而直播电视集团，康卡斯特和时代华纳有线电视公司均在为此投资。

A new effort led by Canoe Ventures, a coalition of leading cable providers, aims to make interactive advertising available across America later this year.
由于独木舟合资企业，一个由领先的有线电视提供商组成的联盟提出的新举措，意在使全美于今年晚些时候实现互动广告的全覆盖。

BrightLine iTV, which designs and sells interactive ads, says interest has argued: it expects its revenues almost to triple this year.
设计和销售交互式广告的亮线，交互式电视服务，公司声称其利益已经开始猛增。预计今年的收益将会增至大约原来的三倍。

BSkyB, Britain's biggest satellite-television service, already provides 9 million customers with interactive ads.
天空广播公司，英国最大的卫星电视服务公司，已经为900万客户提供交互式广告。

Yet there are doubts whether people watching television, a "lean back" medium, crave interaction.
然而电视是一个被动的传播媒介，对于看电视的人们是否渴望互动仍存在疑虑。

Click-through rates have been high so far (around3-4%, compared with less than 0.3% online), but that may be a result of the novelty.
到目前为止，点击率一直很高，与网上不足0.3%的点击率相比约有4%。而这可能是新奇导致的。

Interactive ads and viewers might not go well together.
交互式广告和观众可能并不会相处融洽。

47.What does Colin Dixon mean by saying "It's been the year of interactive television advertising for the last ten or twelve years" (Line 4-5, Para.1)？

A.Interactive television advertising will become popular in 10-12 years.

B.Interactive television advertising has been under debate for the last decade or so.

C.Interactive television advertising is successful when incorporated into situation comedies.

D.Interactive television advertising has not achieved the anticipated results.

48.What is the public's response to Cablevision's planned interactive TV advertising program？

A.Pretty positive.

B.Totally indifferent.

C.Somewhat doubtful.

D.Rather critical.

49.What is the impact of the wide use of digital video recorders on TV advertising？

A.It has made TV advertising easily accessible to viewers.

B.It helps advertisers to measure the click-through rates.

C.It has placed TV advertising at a great disadvantage.

D.It enables viewers to check the sales items with ease.

50.What do we learn about Unilever's interactive campaign？

A.It proves the advantage of TV advertising.

B.It has done well in engaging the viewers.

C.It helps attract investments in the company.

D.It has boosted the TV advertising industry.

51.How does the author view the hitherto high click-through rates？

A.They may be due to the novel way of advertising.

B.They signify the popularity of interactive advertising.

C.They point to the growing curiosity of TV viewers.

D.They indicate the future direction of media reform.

19327389414：电视交互式广告的坎坷之路【詹尼佛安妮斯顿】
申庭浩 ：答：BrightLine iTV, which designs and sells interactive ads, says interest has argued: it expects its revenues almost to triple this year. 设计和销售交互式广告的亮线，交互式电视服务，公司声称其利益已经开始猛增。预计今年的收益将会增至大约原来的三倍。BSkyB, Britain's biggest satellite-te...