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Even with hit shows such as "Desperate Housewives" and "Grey's Anatomy", ABC is tightening its belt
as it weathers the U.S. economic downturn and tries to remain relevant in an industry challenged by digital
entertainment.
"We are in one of the worst economies in 70 years. We are looking at everything we can possibly do to
be more efficient and more effective," ABC Entertainment president Steve McPherson told reporters on
Friday.
"We have to look at everything across the board from cost cutting to (using) other platforms for smart
ways to broker (协调) our efforts. It is an ongoing process. It is not a one time thing."
McPherson, attending the networks' semi-annual presentation to critics, said last year's five month strike
by Hollywood screenwriters had "really hurt everybody" in the traditional television industry, and he
acknowledged the networks had lost viewers to other forms of entertainment.
"The world has changed under these businesses and we need to be incredibly diligent and confident in
what we do, otherwise we will be left by the wayside." he said. "Tomorrow is here, now, and we really need
to figure it out now and move forward."
ABC, a unit of Walt Disney Co., has lost about 9.7 percent of its prime time audience in the 2008-9 season
compared with the same stage last year.
With the exception of current ratings leader CBS, the other two major U. S, networks Fox and NBC have
also lost similar percentages since the 2008-9 season started last September.
McPherson said he hoped ABC would continue to "take chances" on shows such as "Lost" and "Dancing
with the Stars" that were seen as daring when they were shown for the first time. But recent new entries, such
as "Pushing Daisies," "Eli Stone" and "Dirty Sexy Money," failed to resonate with viewers and were canceled.
Despite the growing trend of watching television on iPods, on the Internet and on mobile phones,
McPherson said ABC's main focus remained on broadcast.
"We are still a broadcast network and that is where our profits come from. The other platforms are
important. But people ask if we would do a show that would be successful on the Internet as opposed to on
broadcast and those are always secondary thoughts," he added.
1. The main idea of the passage is about _____.
A. the strike of Hollywood screenwriters
B. the decline of ABC's prime time audience
C. ABC's main focus on broadcast
D. ABC's feeling economic, digital pressure
2. The 3rd paragraph suggests to us that _____.
A. the economic situation is so serious that it will last long
B. cutting cost is the best way to recover from economic downturn
C. using other smart way can develop the ongoing process
D. sparing no effort can complete the ongoing process
3. We can infer that the last economic great depression happened _____.
A. in 1970
B. in 1970s
C. in 1939
D. in the 2008-9 season
4. McPherson's attitude towards ABC's future is full of _____.
A. doubt
B. hope
C. worry
D. confidence

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