Technical developments

Not surprisingly, the UK public is becoming increasingly interested in digital technology in the context of the new pay-TV platforms, where key developments include enhanced programming, interactive retail and banking services, the ability to send email via the television set and the creation of electronic programme guides.

But digital is also revolutionising what goes on behind the scenes. For example, computer-based digital production equipment allows programmes to be made more quickly and more effectively, with the sound and vision information being held and manipulated on computer disc storage units. A significant proportion of programmes are edited on this type of equipment. Digital technology has also driven a growth in high-end television graphics, as seen in hugely popular BBC series like The Human Body and Walking with Dinosaurs.

Digital is also behind the increasing use of miniature cameras and transmitters, and of remote-controlled cameras in studios and at remote locations. Advances in camera technology have driven a boom in undercover investigations, reality documentaries and popular gameshows like Channel 4's Big Brother. They have also been used to great effect in natural history and live sports and entertainment events.

Other advances include the introduction of 'all-digital' studios (including digital video recorders and control desks) and of digital transmission links, mainly based on optical fibre technology, between studios and from studios to transmitters. Other key development areas include digital television transmission, digital widescreen and high definition television (HDTV), surround sound for use with HDTV and digital television, and audio descriptive systems (for additional sound channels that can be used to describe a programme to people with impaired sight).

A pioneer team working at Hayes, Middlesex, were the first to produce what is known as 'high definition television', which gives pictures of moving objects clear enough to be enjoyed as entertain­ment.

The growth of the internet has changed the way programmes are commissioned. There is an expectation among broadcasters that new programmes will have some sort of supporting content on the internet. Increasingly, a key objective for broadcasters is to drive viewers online when they have finished watching a particular show. This is viewed as a way of capturing more data about individuals that can be used for marketing purposes by broadcasters and their commercial partners. The internet is also emerging as a significant distribution channel for companies like the BBC and ITN, which sell archive footage overseas.

Questions:

1. Why are British TV viewers becoming increasingly interested in digital technology? What new opportunities have or are going to become available to the audience?
2. What changes has digital brought to television production?
3. What digital technologies are broadcasters willing to link? Why are they so interested in this combination?

----------------------------------------------------------------------------------------------------

Find English equivalents to the following word combinations in the texts of this unit, then make your own sentences using these collocations:

• найпопулярніша форма дозвілля
• фінансуються більшою мірою завдяки рекламі
• початок роботи цифрового телебачення на комерційній основі
• цифрове обладнання для створення програм на основі комп’ютерів
• пріоритетні сфери розвитку

Translate the following sentences using as much vocabulary of the unit as possible (consult the texts if necessary):

1. Тепер глядачі можуть дивитися телебачення багато годин на добу, якщо матимуть час і бажання; до того ж, у їхньому розпорядженні тепер більше каналів.

2. Television has attracted many people away from the cinema.

3. Зараз ті, хто прагне мати більший вибір телепрограм, можуть придбати цифровий декодер і, помісячно сплачуючи за підписку, отримувати послуги одним із трьох основних способів: цифрове супутникове, цифрове кабельне та цифрове наземне телебачення.

4. The main source of funding for the digital platforms is subscription income but the arrival of digital has also opened up the possibility of generating revenue through interactive services like gambling, shopping and banking.

5. Цифрові технології також дали сприяють розвитку високоякісної телевізійної графіки, що видно в надзвичайно популярних серіалах БіБіСі.

6. Digital is also behind the increasing use of miniature cameras and transmitters, and of remote-controlled cameras in studios and at remote locations.

7. Технологічні досягнення у виробництві камер призвів до справжнього буму секретних розслідувань, документальних реаліті-фільмів і популярних ігрових шоу.

8. Increasingly, a key objective for broadcasters is to drive viewers online when they have finished watching a particular show.

Дата добавления: 2015-11-26