第六章 Online Content and Media在线内容和媒体：This chapter dicussed content audience, media convergence, online publishing industry and online entertainment industry.本章探讨了网络内容用户，媒体整合，在线出版业和在线娱乐产业。6.1Online Content 在线内容服务:Online Content 在线内容服务[单选题]What does A La Carte mean?
6.2The Online Publishing Industry 在线出版业:The Online Publishing Industry在线出版业
6.3The Online Entertainment Industry 在线娱乐产业:The Online Entertainment Industry在线娱乐产业
pay and acquire all the content
all you can eat
pay for what you use
basic services are free but more advanced features must be paid for
答案：pay for what you use
[多选题]Which one is true for Freemium?
pay for what you use
basic services are provided free of charge
pay and acquire all the content
more advanced features must be paid for[判断题]There’s nothing contradictory about all three models: subscription, A La Carte and freemium.
对
错[单选题]__________refers to the convergence of design, production, and distribution of the content.
media convergence
technological convergence
content convergence
industry structure convergence[单选题]Which of the following is not an example of industry structure convergence?
Verizon’s acquisition of Yahoo
Amazon’s creation of Amazon Books Publishing
Apple’s development of the iPad
AT&T’s acquisition of Time Warner[单选题]Which of the following types of online content is consumed by the lowest percentage of Internet users?
digital audio
e-books
magazines
video[单选题]Which of the following is not an advantage that pure digital news sites have over print newspapers?
They offer higher quality journalism
They can create new work flows and business processes that are more timely and efficient
They have a lower cost structure
They can take advantage of newer technologies for producing the news[多选题]Which of the following are true for print-centric period?
The top priority is producing the most engaging, continually updated digital edition
The technology platform was the desktop or laptop platform
There were no chance for them to have any interactions
Newspapers adopted multimedia elements such as video, added more interactive elements like crossword puzzles and contests[判断题]“Content is king” means owning high-quality content provides a golden opportunity to generate revenue.
对
错[判断题]In the traditional process, prices determined largely by the author.
错
对[多选题]Amazon’s digital ecosystems brought unprecedented change to online book in terms of ___________.
Publishing
Readership
Content
Authorship[单选题]________ was sued by the Justice Department for violating antitrust laws in connection with e-books.
Apple
Amazon
Barnes & Noble[单选题]Which of the following statements is not true about OTT?
OTT enables automatic advertising transactions
It is changing television from a “lean forward and engage” experience into a “lean back and enjoy” experience
OTT entertainment services are a threat to cable/satellite television delivery systems
OTT services include the ability to download content after purchase or rental, as well as subscription streaming and “live” TV services[判断题]Streaming has replaced downloading as the preferred consumer viewing platform for home entertainment content.
对
错[多选题]Which of the following are true for OTT advertising?
OTT advertising is often bought and sold programmatically
Commercials are based on her location, interest and demographics
It puts more attention on the content
It allows the advertisers to reach the right audience at the right time
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