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  3. Despite the web, we watch more television than ever. In the chaos of tod

Despite the web, we watch more television than ever. In the chaos of tod

游客2025-04-16  33
问题     Despite the web, we watch more television than ever.
    In the chaos of today’s media and technology brawl—iPod vs. Zune, Google vs. Yahoo, windows vs. Linux, Intel vs. AMD—we can declare one unlikely winner. Standing tall in a field of new tech wonders, it’s a geezer technology that are invented in the 1920s and commercialized in the 1940s, and it’s still more powerful than any thing created since. (1) As you try to figure out where consumer infotech is going, and what it means for society, remember this big, central reality: People just want more television.
    If you doubt it, look at today’s biggest news in tech. It continually centers on new ways to bring consumers the thing they crave above all else. (2) Sony flooded the recent Consumer Electronics Show with products that put internet video on your TV set, as did almost every other consumer electronics company. At the simultaneous Macworld Expo, Apple chief Steve Jobs introduced Apple TV, which does the same thing. Verizon said it will soon offer live TV on cellphone screens. It will also sell full-length programs for viewing whenever you want. Put it all together, and we have achieved a nirvana that didn’t exist even a year ago: unlimited television available 24/7 on every screen you own.
    It’s no surprise, of course. (3) Ever since the basic facts of steadily multiplying processor power and bandwidth became apparent, seers have confidently predicted this day. They just as confidently predicted what it would mean; traditional television’s demise. Once the World Wide Web appeared in the mid-1990s, the future looked very clear. Boring old TV, the scheduled programs that come to you through a coaxial cable or satellite dish or antenna, would fade away.
    (4) Which is exactly the opposite of what has happened. Despite many Net Age alternatives, we Americans today watch more boring old TV than ever, which is saying something. How can that be? My theory is the Two-Liter Coke Principle. The Coca-Cola company discovered long ago that if it could get people to bring home bigger bottles of Coke, those people would drink more than they used to. Just getting more Coke in front of them increased their consumption. It seems to be the same with TV. Put more of it in front of people—over 100 channels in many homes—and people will watch more.
    Seen from this perspective, the latest announcements of new TV-related technology look simply like additional ways to put more TV in front of American consumers. The supposed threat from the Internet was that we’d cut back on TV as we spent more time on MySpace or in Second Life. We may well spend more time on such new Net attractions, but we’re unlikely to take that time away from video viewing. We’re more likely to cut back on things we consider less important, like sleep.
    (5) No one has evaluated TV better than the great New Yorker essayist E.B. White, who in 1938 wrote, "We shall stand or fall by television, of that I am sure. " We still don’t know which it will be, but his assessment looks truer than ever. [br]
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答案 实际情况却正好相反。尽管网络时代有其他多种选择，我们美国人如今看的无聊电视却比以往任何时候都多，这就说明了问题。
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