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  3. The most noticeable trend among today’s media companies is vertical integration — an attempt to control several related aspects

The most noticeable trend among today’s media companies is vertical integration — an attempt to control several related aspects

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问题     The most noticeable trend among today’s media companies is vertical integration — an attempt to control several related aspects of the media business at once, each part helping the other. Besides publishing magazines and books, Time Warner, for example, owns Home Box Office (HBO), Warner movie studios, various cable TV systems throughout the United States and CNN as well. The Japanese company Matsushita owns MCA Records and Universal Studios and manufactures broadcast production equipment
    To describe the financial status’ of today’s media is also to talk about acquisitions. The media are buying and selling each other in unprecedented numbers and forming media groups to position themselves in the marketplace to maintain’ and increase their profits. In 1986, the first time a broadcast network had been sold, two networks were sold that year — ABC and NBC.
    Media acquisitions have skyrocketed since 1980 for two reasons. The first is that most big corporations today are publicly traded companies, which means that their stock is traded; on one of the nation’s stock exchanges. This makes acquisitions relatively easy.
    A media company that wants to buy a publicly owned company can buy that company’s stock when the stock becomes available. The open availability of stock in these companies means that anybody with enough money can invest in the American media industries, which is exactly how Rupert Murdoch joined the media business.
    The second reason for the increase in media alliances is that beginning in 1980, the Federal Communications Commission (FCC) gradually deregulated the broadcast media. Before 1980, for example, the FCC allowed one company to own only five TV stations, five AM radio stations, and five FM radio stations; companies also were required to hold onto a station for three years before the station could be sold. The post-1980 FCC eliminated the three-year rule and raised the number of broadcast holdings allowed for one owner. This trend of media acquisitions is continuing throughout the 1990s, as changing technology expands the market for media products.
    The issue of media ownership is important If only a few corporations direct the media industries in this country, the outlets for differing politioal viewpoints and innovative ideas Could be limited.
The issue of media ownership is important because________.
选项 A、it affects the amount of money the stockholders will make
B、it decides whether we can have different aspects of the media
C、it concerns the channels through which to express opinions
D、it means that more and more people will hold onto only a few stations
答案C
解析 在文章最后一段提到了所有权问题，提到了它重要的原因。它讲到：媒体所有权的问题非常重要，只要这个国家的传媒业被少数大型公司操纵，那么不同的政治观念和创新思想的表达就可能受到限制。可见，媒体所有权问题涉及到发表政治观念和创新思想的渠道。C项与文章的意思相符。
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