Virtual Products for the Information Age

Unit 3 Reading

1.Read the vocabulary. virtual separate processdigitize boundary blurprofitable content wirelessintegrated shift mediacorporate gap erabroadcaster investment imaginative

Step 1 Revision

2. Speak the English words according to the Chinese

meanings.变成

信息革命所有的信息

结果利用

利用…的权利与…相配

导致

信息技术

专攻turn into

information revolution all of pieces of information

as a result

make use of

have access to match with

lead to

information technology

specialize in

Step 2 Lead-in

The information revolution is making the

great changes to business life. Many comp

anies are facing the challenges.

Question:

But which industries face the greatest ch

allenge?

Step 3 Learning AimTo learn the language points of Paragraph 6-

7 . 　　　 　 　　　 　1. After all, someone is going to have to fill all the new channels made possible by the digital revolution with programs, and these cost money to make.

2. It is a challenge that has been met before.

3. In the new multi-channel era it might be more accurate to say: In fifteen minutes, everybody will be famous.

Learning Important point To understand some language points Learning Difficult Point

To finish some exercises according to the passage.

Step 4 Self-study

1. Requirement.

Read the two paragraphs and underline the language points appearing in it.

2. Judge whether the following sentences are true or false.

(1) Perhaps the greatest challenge is faced by media companies and broadcasters.

(2)After all, someone is going to fill all the new channels with programs.

(3)It is a program that has been met before.

(4)It might be more accurate to say that everybody will be famous in fifteen minutes in the new era.

T

F

T

T

Step 5: Language points

1. After all, someone is going to have to fill all the new channels made possible by the digital revolution with programs, and these cost money to make. 毕竟，有人将用各种节目填满那些由数字革命带来的新频道， 这些需要花费大量的金钱。 (1) after all 毕竟，究竟，归根结底 e.g.: You can’t expect to be perfect. After all, it was only your first lesson. 你不要期盼做到完美，毕竟，这是你的第一堂课。

I think we should let Susan go camping with her boy friend. After all, she’s a big girl now. 我想我们应该让苏珊和她的男朋友去野营，毕竟，她现在 已经是一个大女孩儿了。 (2) fill … with … 用 … 填满 … e.g.: The bottle is filled with water. 这个瓶子里装满了水。 Please fill the hole with earth. 请用泥巴把这个洞给补起来。

2. It is a challenge that has been met before. 这种挑战从前就遇到过。 此句为强调结构。强调结构是指在当中为了突出句子的某些成分，比如：主语、宾语、状语、表语等，以加强语气，增强情感色彩或加强对比，需要改变句子结构。 本句用 it is/was … that/who … 句型表示强调。 被强调的部分放在 is/was 的后面。如被强调的是人，则后面可用 who, that 等代替。

He met an old friend in the park yesterday. 他昨天在公园碰到一个老朋友。 上面这个句子可以通过强调句型对除谓语以外的不同成分 进行强调。如下： It was who/that met an old friend in the park yesterday. ( 强调主语 ) It was that/who he met in the park yesterday. ( 强调宾语 ) It was that he met an old friend yesterday. ( 强调地点状语 ) It was that he met an old friend in the park. ( 强调时间状语 )

he

an old friend

in the park

yesterday

3. In the new multi-channel era it might be more accurate to say: In fifteen minutes, everybody will be famous.

在新的多频道时代，这样说可能会更精确： 15 分钟内，人人会出名。 It is + adj. + (for sb. ) to do sth. 对某人来说做某事怎么样。 e.g.: It is necessary for students to learn English well. But it is difficult for some students to do it. 对于学生来说学好英语很有必要。但对有部分学生来说却 很难做到。 It is important for young people not to waste time. 对于年青人来说不要浪费时间很重要。

Step 6: Practice in class

I. Translate the following sentences into Chinese.

1. They are examples of the great changes the information revolution is making to business life.

2. Perhaps the greatest challenge is faced by media companies and broadcasters.

它们是信息革命带给商务生活巨大变化的范例。

也许，面临最大挑战的是媒介公司和电视台。

3. They have since developed into service providers offering everything from cable TV to video on demand and now lead the world in integrated communications.

4. A typical business of the information age would design corporate websites, or make security software for companies selling over the Web. Other new businesses specialize in bridging technology gaps -- to enable your mobile phone to receive email, for instance.

从那以后，它们已发展成为服务的提供者：从有线电视到视频的所有需求，而今在通讯一体化技术领域领先于世界。

一个典型的信息时代的企业会设计公司网站，或者为在互联网上进行销售的公司提供安全软件。其他的新公司专门解决技术缺陷——比如，使你的移动电话能够接收电子邮件。

II. Choose the best ending from the box below to complete each of the sentences.

A. the communications companies are moving from technology to content

B. has led to many new areas of opportunityC. has led computer software companies to buy into media groupsD. has been met before E. made possible by digital revolution with programs

1. The most obvious change is that __________.2. The shift can be seen throughout communication industries and it

_____________.3. This progress itself ____________________.4. After all, someone is going to fill all the new channels

______________________.5. There is still the imaginative challenge of making many more high

quality programs, which ________________.

A

CB

E

D

Step 7: To find out the key sentence of each paragraph.

Para.1

Para.2

Para.3

The information revolution is making the great changes to business life.

Companies make the most profitable use of all the information to which they now have access.

The most obvious change is that communication companies are moving from technology to content.

Para.4

Para.5

Para.6

Para.7

This shift in focus can be seen throughout the media and communications industries.

As well as changes the nature of companies, the rapid development of information technology has changed the way in which they do business such as selling products internationally through the Internet.Perhaps the greatest challenge is faced by media companies and broadcasters.Even with the money available there is still the imaginative challenge of making many more high quality programs. It is a challenge that has been met before.

Step 8: Homework

1. Complete the exercise paper.

2. Review the text.