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New Technology May Force TV Ad Viewing
电视广告时间不许换台?
    2006-04-21 16:52:10      CRIENGLISH.com
New Technology May Force TV Ad Viewing  

电视广告时间不许换台?

In this era of easy ad(1) skipping with TiVo-like video recorders, could television viewers one day be forced to(2) watch commercials(3) with a system that prevents channel switching(4)?

Yes, according to Royal Philips Electronics. A patent application with the U.S. Patent and Trademark Office says researchers of the Netherland-based consumer electronics company have created a technology that could let broadcasters freeze a channel during a commercial, so viewers wouldn't be able to avoid it.

The pending(5) patent, published on March 30, says the feature would be implemented(6) on a program-by-program basis. Devices that could carry the technology would be a television or a set-top-box.

Philips acknowledged, however, that the anti-channel changing technology might not sit well with(7) consumers and suggested in its patent filing that consumers be allowed to avoid the feature if they paid broadcasters a fee.

On Wednesday, company officials issued a statement that noted the technology also enables the opposite: allowing viewers to watch television without advertising. The intention was never to force viewers to watch ads against their will, the company said of the technology.

"We developed a system where the viewer can choose, at the beginning of a movie, to either watch the movie without ads, or watch the movie with ads," the company stated. "It is up to the viewer to take this decision, and up to the broadcaster to offer the various services."

The company also said it had no plans to use the technology in any of its products.

Philips wanted to provide the technology and seek the patent only as part of the broader developments within the industry, Philips spokesman said.

 

 


1. ad:广告

2. be forced to do:被强迫做…

3. commercial:(广播、电视的)广告

 

 

只要你有一台具有TiVo-like功能的录影机,就可以轻松跳过令人厌烦的广告。可是有没有可能有一天出现一种系统,它能强制看电视的人必须观看商业广告,不允许跳台?
 
皇家飞利浦电器公司说非常有可能。美国专利商标局正在受理一项这样的专利申请,说:荷兰皇家飞利浦电器公司已经研发出一项可以允许广播公司在广告期间锁定电视频道的技术,以此强迫看电视的人接受广告。





这项专利于3月30日刊出,依然在等待申请结果,说这项技术是基于“程序对程序原理”开发的,最终通过电视机或者机顶盒实现。



但是,飞利浦也承认这项冻结消费者电视的技术将会惹恼消费者,称在他们的专利申请书中提到如果消费者付给广播公司一些钱,就可以转台了。



周三,飞利浦公司正式发表声明,说这项技术还有相反的作用:可以允许消费者跳过广告,研发此项技术决非为了强迫观众看不喜欢的广告。




声明中说:“我们研发这项技术是为了让观众有更多选择。你可以选择看电影前面的广告,也可以选择只看电影。观众可以自己决定,广播公司可以提供多样的服务。”



声明还说飞利浦不会在自己的产品中使用这项技术。


飞利浦发言人说他们研发这项技术并申请专利只是为了在行业中的发展更为宽广。


 

中国国际广播电台 译



4. switch:转换

5. pending:未决的

6. implement:实现

7. sit well with:与...相处融洽

 
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