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Texting! the television 2

A

THERE was a time when any self-respecting television

show, particularly one aimed at a young audience, had to have an e-mail

address. But on Europe's TV screens, such addresses are increasingly being

pushed aside in favour of telephone numbers to which viewers can send text

messages from their mobile phones. And no wonder: according to research about

to be published by Gartner, a consultancy, text messaging has recently

overtaken Internet use in Europe. One of the fastest-growing uses of text

messaging, moreover, is interacting with television. Gartner’s figures show

that 20% of teenagers in France, 11 % in Britain and 9% in Germany have sent

messages in response to TV shows.

B

This

has much to do with the boom in “reality TV” shows, such as “Big Brother”, in

which viewers’ voles decide the outcome. Most reality shows now allow

text-message voting, and in some cases, such as the most recent series of

“Big Brother” in Norway, the majority of votes are cast in this way. But

there is more to TV-texting than voting. News shows encourage viewers to send

in comments; games shows allow viewers to compete; music shows take requests

by text message; and broadcasters operate on-screen chartrooms. People tend

to have their mobiles with them on the sofa, so “it’s a very natural form of

interaction,” says Adam Daum of Gartner.

C

It can also be very lucrative, since

mobile operators charge premium rates for messages to particular numbers. The

most recent British series of “Big Brother”, for example, generated 5.4m

text-message votes and £1.35m (S2. lm) in revenue. According to a report from

Van Dusseldorp ; Partners, a consultancy based in Amsterdam, the German

edition of MTV's “Videoclash”，which invites

viewers to vote for one of two rival videos, generates up to 40,000 messages

an hour, each costing curo0.30 ($0.29). A text contest alongside the Belgian

quiz show “1 Against 100” (以一敌百)attracted

110.000 players in a month, each of whom paid euro 0.50 per question in an

eight-round contest. In Spain, a cryptic-crossword (神秘的猜字游戏) clue is

displayed before the evening news broadcast; viewers

are invited to text in their answers at a cost of euro 1, for a chance to win

a curo300 prize. On a typical day, 6,000 people take part. TV-related text

messaging now accounts for an appreciable share of mobile operators' data

revenues. In July, a British operator, mmO2, reported better-than-expected

financial results, thanks to the flood of messages caused by “Big Brother”.

Operators typically lake 40-50% of the revenue from each message, with the

rest divided between the broadcaster, the programme maker and the firm

providing the message-processing system. Text-message revenues are already a

vital element of the business model for many shows. Inevitably, there is grumbling（怨言）that the

operators take too much of the pie.

Endemol, the Netherlands-based production company behind “Big

Brother”, and many other reality TV shows has started building its own

database of mobile-phone users. The next step will be to establish direct

billing relationships with them, and bypass the operators (运营商).

D

Why has the union of television and text message

suddenly proved so successful? One important factor is the availability of

special four-, five- or six-digit numbers, called “shortcodes” (简码). Each operator

controls its own shortcodes, and only relatively recently have operators

realised that it makes sense to co-operate and offer shortcodes that work

across all networks. The availability of such common shortcodes was a breakthrough,

says Lars Becker of Flytxt, a mobile-marketing firm, since shortcodes are far

easier to remember when flashed up on the screen.

E

The operators' decision to co-operate in order to

expand the market is part of a broader trend, observes Katrina Bond of

Analysys, a consultancy. Faced with a choice between protecting their margins

and allowing a new medium to emerge, operators have always chosen the first. WAP (无线应用协议），a technology for reading cut-down web pages on

mobile phones, failed because operators were reluctant to share revenue with

content providers. Having learnt their lesson, operators are changing their

time. In France, one operator. Orange, has even gone so far as to publish a

rate card for text-message revenue-sharing, a degree of transparency (透明度）that would once have been unthinkable.

F

At a recent conference organised by Van Dusseldorp ; Partners, Han Weegink of CMG, a firm that provides

text-message infrastructure, noted that all this is subtly changing the

nature of television. Rather than presenting content to viewers, an

increasing number of programmes involve content that reacts to the viewer's

input. That was always the promise of interactive TV, of course. Interactive

TV was supposed to revolve around fancy set-top boxes that plug directly into

the television. But that approach has a number of drawbacks, says Mr Daum. It

is expensive to develop and test software for multiple and incompatible types

of set-top box, and the market penetration, at 40% or less, is lower than that for mobile phones, which

are now owned by around 85% of Europeans. Also, mobile-phone applications can be

quickly developed and set up. “You can get to market faster, and with fewer grasping (贪婪的) intermediaries,” says Mr Daum. Providers of

set-top box technology are adding text-messaging capabilities to their

products.

G

The success of TV-related texting is a reminder of

how easily an elaborate technology can be unexpectedly overtaken by a simpler,

lower-tech approach. It does not mean that the traditional approach to

interactive TV is doomed: indeed, it demonstrates that there is strong demand

for interactive services. People, it seems, really do want to do more than

just stare at the screen. If nothing else, couch potatoes like to exercise

their thumbs.

Questions

28-32

The

reading passage has seven paragraphs, A-E

Choose the correct heading for paragraphs A-E from the

list below.

Write the correct number, i-ix, in boxes 28-32 on your

answer sheet.

List

of Headings

i an existed

critical system into operating in a new way

ii Overview of a fast

growing business

iii profitable games

are gaining more concerns

iv Netherlands takes

the leading role

v a new perspective

towards sharing the business opportunities

vi opportunities for

all round prevalent applications

vii revenue gains and bonus share

viii the simpler technology prevails over complex ones

ix set-top box

provider changed their mind

28

Paragraph A

29

Paragraph B

30

Paragraph C

31

Paragraph D

32

Paragraph E

Questions

33-35

Choose the correct letter, A, B, C or D.

Write your answers in boxes 33-35 on your answer sheet.

33 33.In

Europe, a consultancy suggested that young audiences spend more money on:

A thumbing

text message

B writing

E-mail

C watching

TV program

D talking

through Mobile phones

34 What happened when

some TV show invited audience to participate:

A get

attractive bonus

B shows are

more popular in Norway than in other countries

C change to

invite them to the reality show

D their

participation could change the result

35 Interactive TV

change their mind of concentrating set-top box but switched to:

A increase

their share in the market

B change a

modified set-top box

C build an

embedded message platform

D march into

European market

Questions

36-40

Use the information in the passage to match the people (listed A-E) with

opinions or deeds below. Write the appropriate letters A-F in boxes 36-40 on

your answer sheet.

A Lars Becker

Flytxt

B Katrina Bond of

Analysys

C Endemol

D CMC

E mmO2

F Gartner

36 offer mobile phone message technology

37 earned considerable amount of money through a famous program

38

shortcodes

are convenient to remember when turn up

39

build

their own mobile phone operating applications

40

it

is easy for people to send messages in an interactive TV

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