The BBC has made its second annual report known since its new charter was established and the broadcaster paints a rather bleak(暗淡的) picture for itself. It highlights the fact that the media landscape(局面)has changed quite rapidly in recent years and will most certainly continue to do so, and it says that the industry is “more and more dominated by a small number of US­based media giants with extraordinary creative and financial firepower”. The BBC added，“Their business models and huge budgets mean we are increasingly being squeezed out of an ever more competitive environment. British creativity and British content are now under real threat.”
However, the broadcaster is determined to do all it can to survive in the ever more digital TV world increasingly controlled by companies like Netflix and Amazon. In that regard, it laid out a few goals for the year that are aimed at keeping the BBC competitive. One focus will be its iPlayer platform. It notes that younger audiences are more frequently choosing Netflix over the BBC and it’s, therefore, making some changes to iPlayer that will hopefully make it a destination itself rather than just a way to catch up on shows viewers have missed. The BBC has already started to introduce personalization into its iPlayer content and going forward. It will work to strengthen the user experience, boost(促进) personalization and add more live content.
But most importantly, the issue comes down to money.“The cost of sports broadcasting rights has skyrocketed while, overall, the cost of ideas and talent has risen fast.”The broadcaster concludes that it has shrunk while the market has continued to grow.“In this context, the BBC’s urgent challenge is to develop new ways to grow our income so that we can keep pace with the market around us, as well as successfully safeguard British content and Britain’s creative track record,” it said.
4．What situation is the BBC in?
A．It faces severe competition.
B．Its business budgets are huge.
C．It provides bleak pictures.
D．Its creativity has been lost.
5．Which of the following can replace the underlined word “dominated” in paragraph 1?
A．Considered.　　　　　B．Chosen.        C．Controlled.    D．Improved.
6．What’s the key measure the BBC has taken to survive?
A．Catching up on programmes.
B．Improving its iPlayer platform.
C．Sharing its iPlayer content.
D．Reducing live shows.
7．What can we infer from the last paragraph about the BBC?
A．It tries to develop while keeping its own style.
B．It intends to raise the cost of broadcasting rights.
C．Its challenge is to safeguard the market around.
D．Its ideas of cost and talent have changed rapidly.
阅读理解B
【解题导语】　本文是一篇议论文。文章介绍了英国广播公司正面临激烈的竞争，它不仅要采取措施使自己更加有竞争力，还要保持自己的特色。
4．A　解析：推理判断题。根据文章第一段中的“the industry is ‘more and more dominated by a small number of  US­based media giants with extraordinary creative and financial firepower’”可知，BBC面临巨大的竞争压力。 故选A。
5．C　解析：词义猜测题。根据句意，这个行业“越来越多地被有着非凡的创造力和经济实力的以美国为基础的传媒大鳄所控制”。controlled “控制” 符合句意，故选C。
6．B　解析：细节理解题。根据文章第二段中的“One focus will be its iPlayer platform.”和“ The BBC has already started to introduce personalization into its iPlayer content and going forward. It will work to...”可知BBC为了生存有竞争力，一个目标就是改善iPlayer平台，且有具体的改善措施。故选B。
7．A　解析：推理判断题。根据最后一段中的“In this context, the BBC’s urgent challenge is to develop new ways to grow our income so that we can keep pace with the market around us，as well as successfully safeguard British content and Britain’s creative track record”可知，BBC在保持自己风格的同时也在努力发展自己。故选A。