Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushed for years.
允許觀眾使用遙控器點播廣告的交互式電視廣告，多年來壹直被推廣。
Nearly a decade ago it was predicted that viewers of "Friends", a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston's with a few taps on their remote control.
大約10年前就有預測 老友記 ，壹部深受歡迎的情景喜劇的觀眾，將很快可以通過按幾下遙控器的方式購買壹件與詹尼佛安妮斯頓同款的毛衣。
"it's been the year of interactive television advertising for the last ten or twelve years," says Collin Dixon of a digital-media consultancy.
過去的十年或12年都是交互式電視廣告的時代，數字媒體咨詢公司的克林迪克森說道。
So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some skepticism.
因此光電視覺公司，壹家美國有線電視公司，在10月6日向其所有客戶推出交互式廣告的消息遭到了壹些質疑。
During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a catalogue.
在商業廣告播放過程中，壹個彈窗將會出現在屏幕下方，促使觀眾按動按鈕，以索要免費樣品或訂閱產品目錄。
Cablevision hopes to allow customers to buy things with their remote controls early next year.
光電視覺公司希望在明年年初能讓客戶使用遙控器購物。
Television advertising could do with a boost.
電視廣告需要推廣。
Spending fell by 10% in the first half of the year.
今年上半年的消費額下降了10%。
The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped.
數字視頻錄像機的普及致使廣告商們擔心他們的商業廣告會被跳過。
Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates-especially important at a time when marketing budgets are tight.
壹些廣告商則轉向更便宜，且能提供諸如點擊率這種具體統計結果的互聯網。這在營銷預算緊張時期尤為重要。
With the launch of interactive advertising, "many of the dollars that went to the Internet will come back to the TV," says David Kline of Cablevision. Or so the industry hopes.
嗯，隨著交互式廣告的推出，許多流向互聯網的資金將重新回到電視，光電視覺公司的大衛克萊恩斷言。或者說這是業界的期望。
In theory, interactive advertising can engage viewers in a way that 30-second spot or not.
理論上，交互式廣告能夠以壹種30秒廣告做不到的方式來吸引觀眾。
Unilever recently ran an interactive campaign for its Axe deodorant(除臭劑), which kept viewers engaged for more than three minutes on average.
聯合利華最近為其斧牌除臭劑開展的活動，引起了觀眾平均超過三分鐘的參與。
The amount spent on interactive advertising on television is still small.
花費在電視交互式廣告上的數額仍然很少。
Magna, an advertising agency, reckons it will be worth about $138 million this year.
麥格納廣告代理公司估算今年的互動廣告產值將達到約1.38億美元。
That falls far short of the billions of dollars people once expected it to generate.
這與人們預想的，其將帶來數10億美元的產值相差甚遠。
But DirecTV, Comcast and Time Warner Cable have all invested in it.
然而直播電視集團，康卡斯特和時代華納有線電視公司均在為此投資。
A new effort led by Canoe Ventures, a coalition of leading cable providers, aims to make interactive advertising available across America later this year.
由於獨木舟合資企業，壹個由領先的有線電視提供商組成的聯盟提出的新舉措，意在使全美於今年晚些時候實現互動廣告的全覆蓋。
BrightLine iTV, which designs and sells interactive ads, says interest has argued: it expects its revenues almost to triple this year.
設計和銷售交互式廣告的亮線，交互式電視服務，公司聲稱其利益已經開始猛增。預計今年的收益將會增至大約原來的三倍。
BSkyB, Britain's biggest satellite-television service, already provides 9 million customers with interactive ads.
天空廣播公司，英國最大的衛星電視服務公司，已經為900萬客戶提供交互式廣告。
Yet there are doubts whether people watching television, a "lean back" medium, crave interaction.
然而電視是壹個被動的傳播媒介，對於看電視的人們是否渴望互動仍存在疑慮。
Click-through rates have been high so far (around3-4%, compared with less than 0.3% online), but that may be a result of the novelty.
到目前為止，點擊率壹直很高，與網上不足0.3%的點擊率相比約有4%。而這可能是新奇導致的。
Interactive ads and viewers might not go well together.
交互式廣告和觀眾可能並不會相處融洽。
47.What does Colin Dixon mean by saying "It's been the year of interactive television advertising for the last ten or twelve years" (Line 4-5, Para.1)？
A.Interactive television advertising will become popular in 10-12 years.
B.Interactive television advertising has been under debate for the last decade or so.
C.Interactive television advertising is successful when incorporated into situation comedies.
D.Interactive television advertising has not achieved the anticipated results.
48.What is the public's response to Cablevision's planned interactive TV advertising program？
A.Pretty positive.
B.Totally indifferent.
C.Somewhat doubtful.
D.Rather critical.
49.What is the impact of the wide use of digital video recorders on TV advertising？
A.It has made TV advertising easily accessible to viewers.
B.It helps advertisers to measure the click-through rates.
C.It has placed TV advertising at a great disadvantage.
D.It enables viewers to check the sales items with ease.
50.What do we learn about Unilever's interactive campaign？
A.It proves the advantage of TV advertising.
B.It has done well in engaging the viewers.
C.It helps attract investments in the company.
D.It has boosted the TV advertising industry.
51.How does the author view the hitherto high click-through rates？
A.They may be due to the novel way of advertising.
B.They signify the popularity of interactive advertising.
C.They point to the growing curiosity of TV viewers.
D.They indicate the future direction of media reform.