Read the passage and mark the letter A, B, C or D on your answer sheet to indicate the best answer to each of the following questions. Texti...

Read the passage and mark the letter A, B, C or D on your answer sheet to indicate the best answer to each of the following questions.

Texting the Television

(I) In the past, TV shows targeting young audiences relied on email addresses for interaction. (II) Today in Europe, emails are increasingly replaced by mobile phone numbers, allowing viewers to text shows directly. (III) Text messaging has even surpassed Internet usage, with significant numbers of teenagers in France, Britain, and Germany responding to programs via text, showing how texting has become a key way to engage with television. (IV)

This trend is largely driven by reality TV shows such as Big Brother, where audiences vote to influence outcomes through text messages. Texting is not limited to voting; news programs invite comments, game shows involve audiences in competitions, music shows take song requests, and broadcasters provide on-screen chatrooms. Texting transforms TV from a passive experience to an interactive one, with viewers keeping their phones close while watching.

Texting is also highly profitable. For example, British Big Brother received 5.4 million votes, generating over £1 million. In Germany, MTV’s Videoclash collects tens of thousands of texts per hour, and Belgian quiz shows attract hundreds of thousands of participants monthly. Mobile operators usually take 40 - 50% of revenue, while the rest is shared among broadcasters, producers, and technology providers. Some companies, like Endemol, are developing direct billing systems to bypass operators and retain more profits.

A key factor behind TV-texting’s success is the introduction of short, memorable codes. Initially controlled individually by providers, short codes have become increasingly universal, allowing viewers to use the same codes across networks. These codes are easier to remember on-screen and have made participation simpler, boosting engagement.

Operator cooperation is part of a broader trend. Earlier technologies like WAP failed because providers were unwilling to share revenue. Learning from this, companies such as Orange now offer transparent revenue-sharing models, encouraging the growth of mobile-based interactive services.

Television itself is evolving. Instead of one-way broadcasting, shows now include viewer reactions. Interactive TV using set-top boxes proved costly and limited, with low market penetration. Mobile phones, on the other hand, are widespread, cheaper to develop, and allow rapid deployment. Providers are even integrating texting functions into set-top boxes to combine old and new methods.

The success of TV texting highlights that audiences want more than passive viewing. Even simple, low-tech solutions can replace complex technologies while satisfying demand for interactivity. Viewers clearly enjoy participating rather than just watching, showing that interactive services are both popular and profitable, reshaping the television experience.

Question 7: Where in paragraph 1 does the following sentence best fit?

"Texting has become a popular way for young viewers to engage with TV shows."

A. (I)                        B. (II)                                C. (III)                                D. (IV)

Question 8: According to paragraph 2, which of the following is NOT a way viewers interact with TV via texting?

A. Voting in reality shows                                B. Sending song requests

C. Sending text messages to the TV screen                D. Answering email surveys

Question 9: The word "retain" in paragraph 3 is OPPOSITE in meaning to ____________.

A. keep                B. maintain                        C. hold                                D. give away

Question 10: Which of the following best summarises paragraph 3?

A. Texting generates substantial revenue, and some companies are developing direct billing systems to increase profits.

B. Texting is highly profitable for both operators and producers, but companies are limited in the share they can retain.

C. Television shows are losing money due to the costs of mobile infrastructure and limited audience participation.

D. Mobile operators are refusing to share profits with broadcasters, which reduces the overall financial benefit of texting.

Question 11: Which of the following best paraphrases the underlined sentence in paragraph 4?

"These codes are easier to remember on-screen and have made participation simpler, boosting engagement."

A. Short codes make it easier for viewers to participate, although remembering them may still be confusing for some audiences.

B. Short codes simplify participation but are only recognized on certain networks, which limits full audience engagement.

C. Short codes simplify participation and are easy to remember, encouraging more viewers to actively engage with the show.

D. Short codes are easy to recall, but they do not necessarily increase overall viewer participation or engagement levels.

Question 12: What does the word "this" in paragraph 5 refer to?

A. The success of earlier technologies like WAP

B. The introduction of new interactive TV services

C. The unwillingness of providers to share revenue

D. The cooperation between operators and broadcasters

Question 13: The phrase “revenue-sharing models” in paragraph 5 could be best replaced by ____________.

A. methods that reduce TV profits for broadcasters and producers

B. systems in which income from texting is distributed among multiple stakeholders

C. schemes dividing revenue between operators, producers, and broadcasters

D. strategies that prevent viewers from participating in interactive TV

Question 14: Which of the following is TRUE according to paragraph 5?

A. WAP technology succeeded due to cooperation among operators, improving access to interactive services.

B. Operators are refusing to share revenue with content providers, which has encouraged new billing methods

C. Revenue-sharing models encourage the growth of mobile interactive services by making profit distribution transparent

D. Companies are abandoning revenue-sharing models, which has limited the expansion of text- based interaction

Question 15: Which of the following can be inferred from paragraph 6?

A. Set-top boxes are cheaper and easier to develop than mobile apps, making them the preferred interactive platform.

B. Mobile phones are not widely used, limiting the effectiveness of text-based interactive TV.

C. Mobile texting is more practical and widely accessible than traditional interactive TV using set- top boxes.

D. Television shows no longer include viewer reactions, as texting has replaced interaction entirely.

Question 16: Which of the following best summarises the passage?

A. Texting has made television less popular among young audiences, reducing the overall viewership for shows.

B. TV texting benefits only mobile operators, while broadcasters and producers gain minimal profits.

C. Texting allows viewers to interact with TV, generates revenue, and demonstrates strong demand for participatory viewing experiences.

D. Set-top boxes are the most effective method to engage TV audiences, outperforming mobile texting in popularity.