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SellingDigitalMusicwithoutCopy-protectionMakesSense A.　Itwasuncharacteristicallylow-keyfortheindustry’sgreatestshowman.ButtheessaypublishedthisweekbySteveJobs,thebossofApple,onhisfirm’swebsiteundertheunassumingtitle“ThoughtsonMusic”hasnonethelessprovokedavigorousdebateaboutthefutureofdigitalmusic,whichAppledominateswithitsiPodmusic-playerandiTunesmusic-store.Atissueis“digitalrightsmanagement”(DRM)—thetechnologyguardingdownloadedmusicagainsttheft.SincethereisnocommonstandardforDRM,italsohastheside-effectthatsongspurchasedforonetypeofmusic-playermaynotworkonanother.Apple’sDRMsystem,calledFairPlay,isthemostwidespread.SoitcameasasurprisewhenMr.JobscalledforDRMfordigitalmusictobeabolished. B.　ThisisachangeoftackforApple.IthascomeunderfirefromEuropeanregulatorswhoclaimthatitsrefusaltolicenseFairPlaytootherfirmshas“l(fā)ockedin”customers.SincemusicfromtheiTunesstorecannotbeplayedonnon-iPodmusic-players(atleastnotwithoutalotoffiddling),anyiTunesbuyerwillbedeterredfromswitchingtoadevicemadebyarivalfirm,suchasSonyorMicrosoft.WhenFrenchlawmakersdraftedabilllastyearcompellingAppletoopenupFairPlaytorivals,thecompanywarnedof“state-sponsoredpiracy”.OnlyDRM,itimplied,couldkeepthepiratesatbay. C.　ThisweekMr.JobsgaveanotherexplanationforhisformerdefenceofDRM:therecordcompaniesmadehimdoit.TheywouldmaketheirmusicavailabletotheiTunesstoreonlyifAppleagreedtoprotectitusingDRM.TheycanstillwithdrawtheircataloguesiftheDRMsystemiscompromised.ApplecannotlicenseFairPlaytoothers,saysMrJobs,becauseitwoulddependonthemtoproducesecurityfixespromptly.AllDRMdoesisrestrictconsumerchoiceandprovideabarriertoentry,saysMrJobs;withoutittherewouldbefarmorestoresandplayers,andfarmoreinnovation.So,hesuggests,whynotdoawaywithDRMandsellmusicunprotected?“Thisisclearlythebestalternativeforconsumers,”hedeclares,“andApplewouldembraceitinaheartbeat.” D.　Whythesuddenchangeofheart?MrJobsseemschieflyconcernedwithgettingEurope’sregulatorsoffhisback.RatherthancomplainingtoAppleaboutitsuseofDRM,hesuggests,“thoseunhappywiththecurrentsituationshouldredirecttheirenergiestowardspersuadingthemusiccompaniestoselltheirmusicDRM-free.”Twoandahalfofthefourbigrecordcompanies,hehelpfullypointsout,areEuropean-owned.MrJobsalsohopestopainthimselfasaconsumerchampion.AppleresentsaccusationsthatithasbecometheMicrosoftofdigitalmusic. E.　Applecanaffordtoembraceopencompetitioninmusicplayersandonlinestores.Consumerswouldgravitatetothebestplayerandthebeststore,andatthemomentthatstillmeansApple’s.MrJobsisevidentlyunfazedbyrivalstotheiPod.Sinceonly3%ofthemusicinatypicaliTuneslibraryisprotected,mostofitcanalreadybeusedonotherplayerstoday,henotes.(AndeventheprotectedtrackscanbeburnedontoaCDandthenre-ripped.)SoApple’sdominanceevidentlydependsfarmoreonbrandingandeaseofusethanDRM-related“l(fā)ockin”. F.　ThemusicgiantsaretryingDRM-freedownloads.Lotsofsmallerlabelsalreadysellmusicthatway.Havingseenwhichwaythewindisblowing,MrJobsnowwantstobeseennotasDRM’sdefender,butasaconsumerchampionwhohelpedinitsdownfall.Wouldn’titleadtoasurgeinpiracy?No,becausemostmusicisstillsoldunprotectedonCDs,peoplewishingtostealmusicalreadycandoso.Indeed,scrappingDRMwouldprobablyincreaseonline-musicsalesbyreducingconfusionandincompatibility.Withtheleadingonlinestore,Applewouldbenefitmost.MrJobs’sargument,inshort,istransparentlyself-serving.Italsohappenstoberight. NotestoReadingPassage1 1.low-key: 抑制的，受約束的，屈服的 2.showman: 開展覽會的人,出風頭的人物 3.unassuming: 謙遜的,不夸耀的,不裝腔作勢的 4.iPod： (蘋果公司出產(chǎn)的)音樂播放器 5.iTunesstore： (蘋果公司出產(chǎn)的)在線音樂商店 6.getoffperson’sback: 不再找某人的麻煩，擺脫某人的糾纏 7.gravitate: 受吸引，傾向于 8.unfazed: 不再擔憂，不被打擾 Questions1-7 DothefollowingstatemetsreflecttheclaimsofthewriterinReadingPassage1? WriteyouranswerinBoxes1-7onyouranswersheet. TRUEifthestatementrefletstheclaimsofthewriter FALSEifthestatementcontradictstheclaimsofthewriter NOTGIVENifitisimpossbiletosaywhatthewriterthinksaboutthis 1.AppleenjoysacontrollingpositionindigitalmusicmarketwithitsiPodmusic-playerandiTunesmusic-store. 2.DRMisagovernmentdecreeissuedwithapurposetoprotectdownloadedmusicfromtheftbyconsumers. 3.LackofstandardizationinDRMmakessongsboughtforonekindofmusicplayermaynotfunctiononanother. 4.ApplehasbeencriticizedbyEuropeanregulatorssinceithasrefusedtograntalicenseFairPlaytootherfirms. 5.Allmusiccanbeeasilyplayedonnon-iPodmusicdevicesfromSonyorMicrosoftwithouttoomuchfiddling. 6.AppledependsfarmoreonDRMratherthanbrandingforitsdominanceofthedigitalmusicdevices. 7.IfDRMwascancelled,Sonywouldcertainlydominatetheinternationaldigitalmusicmarket. Questions8-10 ChoosetheappropriatelettersA-Dandwritetheminboxes8-10onyouranswesheet. 8.WhichofthefollowingstatementsaboutMr.Jobs’ideaofDRMisNOTTRUE? A.DRMplacesrestrictionsonconsumer’choiceofdigitalmusicproductsavailable. B.DRMcomplesiTunesbuyerstoswitchtoadevicemadebySonyorMicrosoft. C.DRMconstitutesabarrierforpotentialconsumerstoenterdigitalmusicmarkets. D.DRMhindersdevelopmentofmorestoresandplayersandtechnicalinnovation. 9.Theword“unfazed”inline3ofparagraphE,means___________. A.refused B.welcomed C.notbothered D.notwellreceived 10.WhichofthefollowingstatementsisTRUEifDRMwasscapped? A.Sonywouldgainthemostprofit. B.Morecustomerswouldbe“l(fā)ockedin”. C.Asuddenincreaseinpiracywouldoccur. D.Online-musicsaleswouldprobablydecrease. Questions11-14 Completethenotesbelow. ChooseNOMORETHANTHREEWORDSfromReadingPassage1foreachanswer. Writeyouranswersinboxes11-14onyouranswersheet. Mr.SteveJobs,thebossofApple,explainsthereasonwhyheusedtodefendDRM,sayingthatthecompanywasforcedtodoso:therecordcompanieswouldmaketheirmusicaccessibleto…11...onlyiftheyagreedtoprotectitusingDRM;theycanstill…12…iftheDRMsystemiscompromised.HealsoprovidesthereasonwhyAppledidnotlicenseFairPlaytoothers:thecompanyreliesonthemto…13….ButnowhechangeshismindwithapossibleexpectationthatEurope’sregulatorswouldnottroublehimanymoreinthefuture.Heproposesthatthosewhoareunsatisfactorywiththecurrentsituationindigitalmusicmarketshould…14…towardspersuadethemusiccompaniestoselltheirmusicDRM-free.
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FelicityLawrence ThursdayDecember28,2006 TheGuardian 1.ConsumersaretobepresentedwithtworivalnewyearadvertisingcampaignsastheFoodStandardsAgencygoespublicinitsbattlewiththeindustryoverthelabellingofunhealthyfoods. 2.TheGuardianhaslearnedthattheFSAwilllaunchaseriesof10-secondtelevisionadvertsinJanuarytellingshoppershowtofollowared,amberandgreentrafficlightlabellingsystemonthefrontoffoodpacks,whichisdesignedtotackleBritain’sobesityepidemic. 3.Thecampaignisadirectresponsetoaconcertedattemptbyleadingfoodmanufacturersandretailers,includingKellogg’sandTesco,toderailthesystem.Theindustryfearsthattrafficlightswoulddemoniseentirecategoriesoffoodsandcouldseriouslydamagethemarketforthosethatarefatty,saltyorhighinsugar. 4.TheUKmarketforbreakfastcerealsisworth￡1.27bnayearandthemanufacturersfearitwillbeseverelydentedifredlightlabelsareputonpackagingdrawingattentiontothefactthatthemajorityarehighinsaltand/orsugar. 5.Theindustryisplanningamajormarketingcampaignforacompetinglabellingsystemwhichavoidscolour-codinginfavourofinformationaboutthepercentageof"guidelinedailyamounts"(GDAs)offat,saltandsugarcontainedintheirproducts. 6.Thebattleforthenation’sdietcomesasnewrulesontelevisionadvertisingcomeintoforceinJanuarywhichwillbaradvertsforunhealthyfoodsfromcommercialbreaksduringprogrammesaimedatchildren.SourcesattheTVregulatorsarebracedforalegalchallengefromtheindustryandhavedescribedthelobbyingeffortstoblockanynewadbanorcolour-codedlabellingas"themostferociouswe’veeverexperienced". 7.Ofcom’schiefexecutive,EdRichards,said:"Wearepreparedtofaceuptoanylegalactionfromtheindustry,butweverymuchhopeitwillnotbenecessary."TheFSAsaiditwasexpectinganonslaughtfromtheindustryinJanuary.SeniorFSAofficialssaidthemanufacturers’effortstoundermineitsproposalsonlabellingcouldthreatentheagency’scredibility. 8.TerrenceCollis,FSAdirectorofcommunications,dismissedclaimsthattheproposalswerenotbasedonscience."WehavesomeofthemostrespectedscientistsinEurope,bothwithintheFSAandinourindependentadvisorycommittees.ItisunjustifiedandnonsensicaltoattacktheFSA’sscientificreputationandtotrytoundermineitscredibility." 9.TheFSAisunderstoodtohavebriefeditsadagency,United,beforeChristmas,andwillaimtoairadsthatare"non-confrontational,humorousandfactual"asacounterweighttoindustry’seffortsaboutthesametime.Theagency,however,willhaveatinyfractionofthebudgetavailabletotheindustry. 10.GavinNeath,chairmanofUnileverUKandpresidentoftheFoodandDrinkFederation,hassaidthattheindustryhasmadeenormousprogressbutcouldnotacceptred"stop"signsonitsfood. 11.AlastairSykes,chiefexecutiveofNestléUK,saidthatundertheFSAproposalsallhiscompany’sconfectioneryandmostofitscerealswouldscoreared."Arewesayingpeopleshouldn’teatconfectionery?We’redrivenbyconsumersandwhattheywant,andmuchofwhatwedohasbeentomakeourproductshealthier,"hesaid. 12.ChrisWermann,directorofcommunicationsatKellogg’s,said:"Inprinciplewecouldneveraccepttrafficlightlabelling." 13.TherivallabellingschemeintroducedbyKellogg’s,Danone,Unilever,Nestlé,KraftandTescoandnowfavouredby21manufacturers,usesanindustry-devisedsystembasedonidentifyingGDAsofkeynutrients.TescosaysithastestedbothtrafficlightsandGDAlabelsinitsstoresandthatthelatterincreasedsalesofhealthierfoods. 14.ButtheFSAsaiditcouldnotlivewiththisGDAsystemalonebecauseitwas"notscientific"oreasyforshopperstounderstandataglance. Questions1-6 AnswerthequestionsbelowusingNOMORETHANTHREEWORDSfromthepassageforeachanswer. 1.Whenwillinstructionsbegivenonreadingthecolor-codedlabels? 2.Wherecancustomersfindtheredlightlabels? 3.WhatproblemistheFSAtryingtohandlewiththelabelingsystem? 4.Whichproductsellswellbutmaynotbehealthy? 5.Whatinformation,accordingtothemanufacturers,canbelabeledonproducts? 6.Whatcannotbeadvertisedduringchildren’sprogrammes? Questions7-13 Usetheinformationinthetexttomatchthepeople(listedA-E)withtheopinions(listed7-13)below.Writetheappropriateletter(A-E)forquestions1-7. NBYoumayuseanylettermorethanonce. AEdRichard BTerrenceCollis CGavinNeath DAlastairSykes EChrisWermann 7.Generallywewillnotagreetousetheredlightlabels. 8.ItisunreasonabletodoubtifFSAistrustworthy. 9.Wearetryingtomeetourconsumers’needs. 10.Thefoodindustryhasbeenimprovinggreatly. 11.Thecolor-codedlabelingsystemisscientific. 12.OurproductswillbelabeledunhealthybytheFSA. 13.Wearereadytoconfrontthemanufacturers.
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