Television Broadcasting

1. The so-called analogue systems of television are to be replaced by digital systems in the near future. In time all stages of TV broadcasting — from the camera to the TV tube – will be digitalized. New systems make it possible to encode and compress tremendous flows of visual information. The advantages of digital techniques, first of all, improve the quality of the picture. Digital recording is almost free of signal errors. This applies fully to both video and audio signals.

2. Turning an old medium to a digital, ‘interactive’ one seems to be even more difficult than introducing completely new technologies. The digitalization of television is a process of translation. The ‘script’ attached to television as we know it has to be changed – but this involves more than the technical issues of switching from analogue to digital signals and receivers. So far, the efforts to translate television have been centered around the figure of, 'interactivity and the notion of a value-added' television, where digital technique allows new interactive features and services added on top of the familiar medium. The new interactive uses of television have been envisioned to include, e.g.

– a wider choice of programmer content by selecting channels or programs from video-on-demand services

– simultaneous transactions – electronic shopping or betting related to the programmer content

– value-added information services – either relating to the programmer or more general (citizen information services)

– cross-media programmers spanning a combination of media channels such as TV, Internet, mobile phone

– Poll-type interaction using the return path or telephony

– Interactive programmers and  games where the user modifies the storyline and actions in a dynamic or exploratory way.

It is obvious that the new interactive television services will affect the way we watch, use and think of television. Along with the new services, the existing and developing television user cultures also have an influence on what kinds of television content will succeed and what forms they will take. With the onset of digital television, changes in user behavior are to be expected, just like the introduction of remote control led to rapid channel changing (the 'zapping' phenomenon). The changes in television watching habits can in turn lead to changes in production: the zapping phenomenon led to changes in the design and placement of commercials and greater segmentation of content within programs. Thus, interactive television has been mostly addressed as a media technology and as a collection of programmers and services.

V.Agree or disagree

1. The invention of television — the result of a complex of inventions.

2. Nipkow’s invention as the basis of the second live transmission.

3. The ‘script’ attached to television, as we know it has to be changed – but this involves less than the technical issues of switching from analogue to digital signals and receivers.

4. It is obvious that the new interactive television services won’t affect the way we watch, use and think of television.

5. Thus interactive television has been mostly addressed as a media technology and as a collection of programmers and services.

VI. Read and translate the text

Television

Television is one of the most important means of communication. It is a branch of mass media. It brings moving pictures and sounds from around the world into millions of homes. TV is one of the best inventions man has ever made. We are beginning to forget what the world was like without TV.

The name “television” comes from Greek word meaning “far,” and a Latin word meaning “to see,” so the word “television” means “to see far.”

TV appeared much later than newspapers, magazines, radio. The first TV set in our country was constructed in 1949. Everybody knows what a great force TV is in the world today. Thanks to TV we get a great amount of information. It gives wonderful possibilities for education. It enriches our intellect.

We also become better informed by watching documentaries, science programs, discussions and by learning about the most important issues of the day. TV gives us an opportunity to see the best actors, sport matches, to meet famous people. TV brings the world to our room. We see people in our country and in other lands and learn about their occupations, traditions, problems. We become cultured people by learning more about arts. Television helps us to relax after a long day.

We can say that TV is a great force which attracts millions of people to the screens. But tastes differ. Some people are against TV. They say that TV is doing a lot of harm. It occupies a lot of free time. Watching TV is often a waste of time. People used to have hobbies, to see their friends, to go to the cinema or theatre, to read books, to listen to music. Nowadays many people sit watching TV hour by hour. They don’t read books, go in for sports. They begin to forget the art of conversation. Watching TV for a long time may lead to poor health and ruin one’s eye-sight. But nobody makes you watch TV for hours. Americans watch TV about 35 hours a week and in Britain people watch TV about 25 hours a week.

TV is the most popular entertainment in British home life today. There are many TV channels in Britain. They are BBC-1, BBC-2 and commercial channels. The BBC is financed by payments which are made by all people who have TV sets. There is no advertising on any BBC program. Commercial television (ITV) gets its money from advertising and different companies. So we can say that TV is a great force in the world today.