2007年VOA标准英语-New Technologies, Trends Discussed at Annual NA

By Craig McCulloch
Las Vegas
18 April 2007

Leaders in the U.S. broadcast industry are discussing new technologies and trends at the annual meeting of the National Association of Broadcasters in Las Vegas,Nevada. As Craig McCulloch reports, HD Radio, once known as Hybrid¹ Digital radio, is one developing technology that is gaining attention.

Along with streaming audio over the Internet and Internet podcasting, HD Radio is best described as a platform for local over-the-air radio signals to go digital.

In addition to increased sound quality, HD Radio will allow for existing traditional, or analog², radio stations to develop additional services on the same frequency. This could allow a newstalk station, for example, to have extra channels for music or other programs.

Glynn Walden is the Senior Vice³ President for Engineering at CBS Radio in New York and one of HD radio's earliest pioneers. He says one major hurdle⁴ facing HD Radio is getting the receivers, which are different from traditional radios, into the hands of the general public. He says high definition television, called HDTV, has successfully gone through the process.

"I think it is like HDTV after you see the price drop. Originally, HDTVs -you didn't see many when they were selling at $15,000 each. But, we're now in the $1,500 to $2,500 market for each HDTV. HD Radios started out in the $400 to$500 market and now is below the $200 and under market. Probably will drop to under $100," said Walden. "The challenge is getting enough volume for the price to drop, like HDTV did, and then it those radios become ubiquitous."

To help in the development of the new radio format⁵, twelve companies have formed the HD Radio Alliance, donating some $250 million in advertising⁶ time to help, in part, publicize the benefits of HD Radio. Ironically, the same dozen companies have agreed to keep their own HD Radio services commercial free until the end of this year.

Walden also says that HD Radio will re-energize the radio industry, preserving audience share and stemming the erosion to other new services, such as streaming media on the Internet, podcasts, and satellite radio.

John Hinnen, Vice President Radio News Programming for Rogers Broadcasting, is not so optimistic. He says traditional AM or medium wave radio still serves as the platform for some of the most financially successful radio operations in North America. He says broadcasters have to keep HD Radio in perspective.

John Hinnen

"I think it is another platform for broadcasters to be aware of and to look at and see how they can best take advantage of it in this day and age, but it's just another platform," he said. "My feeling is that we've got to be where our audience is and that can be anywhere. It could be in their offices whereby they might

listen on the Internet, or might listen to the Internet at home."

Brian Cooley is the Editor at Large for CNET, a technology news service. He says that two things need to happen for HD Radio to succeed. First, he says, it needs to be available on car radios, where many listen while driving. Secondly⁷, the price of the radios will have to come down. He says the consumer has be given more reasons to turn to HD Radio than just increased sound quality, such as additional stations and programming.

"HD Radio needs to do more than just sound better. A lot of the messaging has been crystal clear fidelity⁸, well, that's fine, but I may not go buy a new radio for quite a while for crystal clear fidelity," said Cooley. "I might go down next week if I can hear something new and have some new impetus⁹ and some new input¹⁰ in my commute¹¹."

In order for HD Radio to work, stations will have to upgrade their existing transmitting facilities. It will cost an AM or medium-wave radio station about $35,000 to convert. FM stations face a bill of $60,000 to upwards¹² of $350,000.

One hurdle facing HD Radio technology is there is no government imposed date like one the television industry is facing to go digital by early 2009. As a result, only time and the marketplace will reveal the success of HD Radio.

1 hybrid   

n.(动，植）杂种，混合物

参考例句：

• That is a hybrid perpetual rose.那是一株杂交的四季开花的蔷薇。
• The hybrid was tall,handsome,and intelligent.那混血儿高大、英俊、又聪明。

2 analog   

n.类似物，模拟

参考例句：

• The analog signal contains high-frequency video information,which helps make up the picture.模拟信号包括有助于构成图像的高频视频信息。
• The analog computer measures continuously,without proceeding step by step.模拟计算机不是一步一步地进行，而是连续地进行量度。

3 vice   

n.坏事；恶习；[pl.]台钳，老虎钳；adj.副的

参考例句：

• He guarded himself against vice.他避免染上坏习惯。
• They are sunk in the depth of vice.他们堕入了罪恶的深渊。

4 hurdle   

n.跳栏，栏架；障碍，困难；vi.进行跨栏赛

参考例句：

• The weather will be the biggest hurdle so I have to be ready.天气将会是最大的障碍，所以我必须要作好准备。
• She clocked 11.6 seconds for the 80 metre hurdle.八十米跳栏赛跑她跑了十一秒六。

5 format   

n.设计，版式；[计算机]格式，DOS命令:格式化(磁盘)，用于空盘或使用过的磁盘建立新空盘来存储数据；v.使格式化，设计，安排

参考例句：

• Please format this floppy disc.请将这张软盘格式化。
• The format of the figure is very tasteful.该图表的格式很雅致。

6 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

7 secondly   

adv.第二，其次

参考例句：

• Secondly,use your own head and present your point of view.第二，动脑筋提出自己的见解。
• Secondly it is necessary to define the applied load.其次，需要确定所作用的载荷。

8 fidelity   

n.忠诚，忠实；精确

参考例句：

• There is nothing like a dog's fidelity.没有什么能比得上狗的忠诚。
• His fidelity and industry brought him speedy promotion.他的尽职及勤奋使他很快地得到晋升。

9 impetus   

n.推动，促进，刺激；推动力

参考例句：

• This is the primary impetus behind the economic recovery.这是促使经济复苏的主要动力。
• Her speech gave an impetus to my ideas.她的讲话激发了我的思绪。

10 input   

n.输入(物)；投入；vt.把(数据等)输入计算机

参考例句：

• I will forever be grateful for his considerable input.我将永远感激他的大量投入。
• All this information had to be input onto the computer.所有这些信息都必须输入计算机。

11 commute   

vi.乘车上下班；vt.减(刑)；折合；n.上下班交通

参考例句：

• I spend much less time on my commute to work now.我现在工作的往返时间要节省好多。
• Most office workers commute from the suburbs.很多公司的职员都是从郊外来上班的。

12 upwards   

adv.向上，在更高处...以上

参考例句：

• The trend of prices is still upwards.物价的趋向是仍在上涨。
• The smoke rose straight upwards.烟一直向上升。