Selling Digital Music without Copy-protection Makes Sense

A.　It was uncharacteristically low-key for the industry’s greatest showman. But the essay published this week by Steve Jobs, the boss of Apple, on his firm’s website under the unassuming title “Thoughts on Music” has nonetheless provoked a vigorous debate about the future of digital music, which Apple dominates with its iPod music-player and iTunes music-store. At issue is “digital rights management” (DRM)—the technology guarding downloaded music against theft. Since there is no common standard for DRM, it also has the side-effect that songs purchased for one type of music-player may not work on another. Apple’s DRM system, called FairPlay, is the most widespread. So it came as a surprise when Mr. Jobs called for DRM for digital music to be abolished.

B.　This is a change of tack for Apple. It has come under fire from European regulators who claim that its refusal to license FairPlay to other firms has “locked in” customers. Since music from the iTunes store cannot be played on non-iPod music-players (at least not without a lot of fiddling), any iTunes buyer will be deterred from switching to a device made by a rival firm, such as Sony or Microsoft. When French lawmakers drafted a bill last year compelling Apple to open up FairPlay to rivals, the company warned of “state-sponsored piracy”. Only DRM, it implied, could keep the pirates at bay.

C.　This week Mr. Jobs gave another explanation for his former defence of DRM: the record companies made him do it. They would make their music available to the iTunes store only if Apple agreed to protect it using DRM. They can still withdraw their catalogues if the DRM system is compromised. Apple cannot license FairPlay to others, says Mr Jobs, because it would depend on them to produce security fixes promptly. All DRM does is restrict consumer choice and provide a barrier to entry, says Mr Jobs; without it there would be far more stores and players, and far more innovation. So, he suggests, why not do away with DRM and sell music unprotected? “This is clearly the best alternative for consumers,” he declares, “and Apple would embrace it in a heartbeat.”

D.　Why the sudden change of heart? Mr Jobs seems chiefly concerned with getting Europe’s regulators off his back. Rather than complaining to Apple about its use of DRM, he suggests, “those unhappy with the current situation should redirect their energies towards persuading the music companies to sell their music DRM-free.” Two and a half of the four big record companies, he helpfully points out, are European-owned. Mr Jobs also hopes to paint himself as a consumer champion. Apple resents accusations that it has become the Microsoft of digital music.

E.　Apple can afford to embrace open competition in music players and online stores. Consumers would gravitate to the best player and the best store, and at the moment that still means Apple’s. Mr Jobs is evidently unfazed by rivals to the iPod. Since only 3% of the music in a typical iTunes library is protected, most of it can already be used on other players today, he notes. (And even the protected tracks can be burned onto a CD and then re-ripped.) So Apple’s dominance evidently depends far more on branding and ease of use than DRM-related “lock in”.

F.　The music giants are trying DRM-free downloads. Lots of smaller labels already sell music that way. Having seen which way the wind is blowing, Mr Jobs now wants to be seen not as DRM’s defender, but as a consumer champion who helped in its downfall. Wouldn’t it lead to a surge in piracy? No, because most music is still sold unprotected on CDs, people wishing to steal music already can do so. Indeed, scrapping DRM would probably increase online-music sales by reducing confusion and incompatibility. With the leading online store, Apple would benefit most. Mr Jobs’s argument, in short, is transparently self-serving. It also happens to be right.

Notes to Reading Passage 1

1. low-key:

抑制的，受约束的，屈服的

2. showman:

开展览会的人, 出风头的人物

3. unassuming:

谦逊的, 不夸耀的, 不装腔作势的

4. iPod：

(苹果公司出产的)音乐播放器

5. iTunes store：

(苹果公司出产的)在线音乐商店

6. get off person’s back:

不再找某人的麻烦，摆脱某人的纠缠

7. gravitate:

受吸引，倾向于

8. unfazed:

不再担忧，不被打扰

Questions 1-7

Do the following statemets reflect the claims of the writer in Reading Passage 1?

Write your answer in Boxes 1-7 on your answer sheet.

TRUE if the statement reflets the claims of the writer

FALSE if the statement contradicts the claims of the writer

NOT GIVEN if it is impossbile to say what the writer thinks about this

1. Apple enjoys a controlling position in digital music market with its iPod music-player and iTunes music-store.

2. DRM is a government decree issued with a purpose to protect downloaded music from theft by consumers.

3. Lack of standardization in DRM makes songs bought for one kind of music player may not function on another.

4. Apple has been criticized by European regulators since it has refused to grant a license FairPlay to other firms.

5. All music can be easily played on non-iPod music devices from Sony or Microsoft without too much fiddling.

6. Apple depends far more on DRM rather than branding for its dominance of the digital music devices.

7. If DRM was cancelled, Sony would certainly dominate the international digital music market.

Questions 8-10

Choose the appropriate letters A-D and write them in boxes 8-10 on your answe sheet.

8. Which of the following statements about Mr. Jobs’ idea of DRM is NOT TRUE?

A. DRM places restrictions on consumer’ choice of digital music products available.

B. DRM comples iTunes buyers to switch to a device made by Sony or Microsoft.

C. DRM constitutes a barrier for potential consumers to enter digital music markets.

D. DRM hinders development of more stores and players and technical innovation.

9. The word “unfazed” in line 3 of paragraph E, means___________.

A. refused

B. welcomed

C. not bothered

D. not well received

10. Which of the following statements is TRUE if DRM was scapped?

A. Sony would gain the most profit.

B. More customers would be “locked in”.

C. A sudden increase in piracy would occur.

D. Online-music sales would probably decrease.

Questions 11-14

Complete the notes below.

Choose NO MORE THAN THREE WORDS from Reading Passage 1 for each answer.

Write your answers in boxes 11-14 on your answer sheet.

Mr. Steve Jobs, the boss of Apple, explains the reason why he used to defend DRM, saying that the company was forced to do so: the record companies would make their music accessible to …11...only if they agreed to protect it using DRM; they can still…12…if the DRM system is compromised. He also provides the reason why Apple did not license FairPlay to others: the company relies on them to …13….But now he changes his mind with a possible expectation that Europe’s regulators would not trouble him any more in the future. He proposes that those who are unsatisfactory with the current situation in digital music market should …14… towards persuade the music companies to sell their music DRM-free.

SellingDigitalMusicwithoutCopy-protectionMakesSense

A.　Itwasuncharacteristicallylow-keyfortheindustry’sgreatestshowman.ButtheessaypublishedthisweekbySteveJobs,thebossofApple,onhisfirm’swebsiteundertheunassumingtitle“ThoughtsonMusic”hasnonethelessprovokedavigorousdebateaboutthefutureofdigitalmusic,whichAppledominateswithitsiPodmusic-playerandiTunesmusic-store.Atissueis“digitalrightsmanagement”(DRM)—thetechnologyguardingdownloadedmusicagainsttheft.SincethereisnocommonstandardforDRM,italsohastheside-effectthatsongspurchasedforonetypeofmusic-playermaynotworkonanother.Apple’sDRMsystem,calledFairPlay,isthemostwidespread.SoitcameasasurprisewhenMr.JobscalledforDRMfordigitalmusictobeabolished.

B.　ThisisachangeoftackforApple.IthascomeunderfirefromEuropeanregulatorswhoclaimthatitsrefusaltolicenseFairPlaytootherfirmshas“lockedin”customers.SincemusicfromtheiTunesstorecannotbeplayedonnon-iPodmusic-players(atleastnotwithoutalotoffiddling),anyiTunesbuyerwillbedeterredfromswitchingtoadevicemadebyarivalfirm,suchasSonyorMicrosoft.WhenFrenchlawmakersdraftedabilllastyearcompellingAppletoopenupFairPlaytorivals,thecompanywarnedof“state-sponsoredpiracy”.OnlyDRM,itimplied,couldkeepthepiratesatbay.

C.　ThisweekMr.JobsgaveanotherexplanationforhisformerdefenceofDRM:therecordcompaniesmadehimdoit.TheywouldmaketheirmusicavailabletotheiTunesstoreonlyifAppleagreedtoprotectitusingDRM.TheycanstillwithdrawtheircataloguesiftheDRMsystemiscompromised.ApplecannotlicenseFairPlaytoothers,saysMrJobs,becauseitwoulddependonthemtoproducesecurityfixespromptly.AllDRMdoesisrestrictconsumerchoiceandprovideabarriertoentry,saysMrJobs;withoutittherewouldbefarmorestoresandplayers,andfarmoreinnovation.So,hesuggests,whynotdoawaywithDRMandsellmusicunprotected?“Thisisclearlythebestalternativeforconsumers,”hedeclares,“andApplewouldembraceitinaheartbeat.”

D.　Whythesuddenchangeofheart?MrJobsseemschieflyconcernedwithgettingEurope’sregulatorsoffhisback.RatherthancomplainingtoAppleaboutitsuseofDRM,hesuggests,“thoseunhappywiththecurrentsituationshouldredirecttheirenergiestowardspersuadingthemusiccompaniestoselltheirmusicDRM-free.”Twoandahalfofthefourbigrecordcompanies,hehelpfullypointsout,areEuropean-owned.MrJobsalsohopestopainthimselfasaconsumerchampion.AppleresentsaccusationsthatithasbecometheMicrosoftofdigitalmusic.

E.　Applecanaffordtoembraceopencompetitioninmusicplayersandonlinestores.Consumerswouldgravitatetothebestplayerandthebeststore,andatthemomentthatstillmeansApple’s.MrJobsisevidentlyunfazedbyrivalstotheiPod.Sinceonly3%ofthemusicinatypicaliTuneslibraryisprotected,mostofitcanalreadybeusedonotherplayerstoday,henotes.(AndeventheprotectedtrackscanbeburnedontoaCDandthenre-ripped.)SoApple’sdominanceevidentlydependsfarmoreonbrandingandeaseofusethanDRM-related“lockin”.

F.　ThemusicgiantsaretryingDRM-freedownloads.Lotsofsmallerlabelsalreadysellmusicthatway.Havingseenwhichwaythewindisblowing,MrJobsnowwantstobeseennotasDRM’sdefender,butasaconsumerchampionwhohelpedinitsdownfall.Wouldn’titleadtoasurgeinpiracy?No,becausemostmusicisstillsoldunprotectedonCDs,peoplewishingtostealmusicalreadycandoso.Indeed,scrappingDRMwouldprobablyincreaseonline-musicsalesbyreducingconfusionandincompatibility.Withtheleadingonlinestore,Applewouldbenefitmost.MrJobs’sargument,inshort,istransparentlyself-serving.Italsohappenstoberight.

NotestoReadingPassage1

1.low-key:

抑制的，受约束的，屈服的

2.showman:

开展览会的人,出风头的人物

3.unassuming:

谦逊的,不夸耀的,不装腔作势的

4.iPod：

(苹果公司出产的)音乐播放器

5.iTunesstore：

(苹果公司出产的)在线音乐商店

6.getoffperson’sback:

不再找某人的麻烦，摆脱某人的纠缠

7.gravitate:

受吸引，倾向于

8.unfazed:

不再担忧，不被打扰

Questions1-7

DothefollowingstatemetsreflecttheclaimsofthewriterinReadingPassage1?

WriteyouranswerinBoxes1-7onyouranswersheet.

TRUEifthestatementrefletstheclaimsofthewriter

FALSEifthestatementcontradictstheclaimsofthewriter

NOTGIVENifitisimpossbiletosaywhatthewriterthinksaboutthis

1.AppleenjoysacontrollingpositionindigitalmusicmarketwithitsiPodmusic-playerandiTunesmusic-store.

2.DRMisagovernmentdecreeissuedwithapurposetoprotectdownloadedmusicfromtheftbyconsumers.

3.LackofstandardizationinDRMmakessongsboughtforonekindofmusicplayermaynotfunctiononanother.

4.ApplehasbeencriticizedbyEuropeanregulatorssinceithasrefusedtograntalicenseFairPlaytootherfirms.

5.Allmusiccanbeeasilyplayedonnon-iPodmusicdevicesfromSonyorMicrosoftwithouttoomuchfiddling.

6.AppledependsfarmoreonDRMratherthanbrandingforitsdominanceofthedigitalmusicdevices.

7.IfDRMwascancelled,Sonywouldcertainlydominatetheinternationaldigitalmusicmarket.

Questions8-10

ChoosetheappropriatelettersA-Dandwritetheminboxes8-10onyouranswesheet.

8.WhichofthefollowingstatementsaboutMr.Jobs’ideaofDRMisNOTTRUE?

A.DRMplacesrestrictionsonconsumer’choiceofdigitalmusicproductsavailable.

B.DRMcomplesiTunesbuyerstoswitchtoadevicemadebySonyorMicrosoft.

C.DRMconstitutesabarrierforpotentialconsumerstoenterdigitalmusicmarkets.

D.DRMhindersdevelopmentofmorestoresandplayersandtechnicalinnovation.

9.Theword“unfazed”inline3ofparagraphE,means___________.

A.refused

B.welcomed

C.notbothered

D.notwellreceived

10.WhichofthefollowingstatementsisTRUEifDRMwasscapped?

A.Sonywouldgainthemostprofit.

B.Morecustomerswouldbe“lockedin”.

C.Asuddenincreaseinpiracywouldoccur.

D.Online-musicsaleswouldprobablydecrease.

Questions11-14

Completethenotesbelow.

ChooseNOMORETHANTHREEWORDSfromReadingPassage1foreachanswer.

Writeyouranswersinboxes11-14onyouranswersheet.

Mr.SteveJobs,thebossofApple,explainsthereasonwhyheusedtodefendDRM,sayingthatthecompanywasforcedtodoso:therecordcompanieswouldmaketheirmusicaccessibleto…11...onlyiftheyagreedtoprotectitusingDRM;theycanstill…12…iftheDRMsystemiscompromised.HealsoprovidesthereasonwhyAppledidnotlicenseFairPlaytoothers:thecompanyreliesonthemto…13….ButnowhechangeshismindwithapossibleexpectationthatEurope’sregulatorswouldnottroublehimanymoreinthefuture.Heproposesthatthosewhoareunsatisfactorywiththecurrentsituationindigitalmusicmarketshould…14…towardspersuadethemusiccompaniestoselltheirmusicDRM-free.

-----AheavysnowhitmostofthepartsofChinainJanuary,2008.

-----____________terriblenews!

Yourdonationscan_____poorchildren____foodandachancetostudy.

1.The failure of a high-profile cholesterol drug has thrown a spotlight on the complicated machinery that regulates cholesterol levels.But many researchers remain confident that drugs to boost levels of 'good' cholesterol are still one of the most promising means to combat spiralling heart disease.

2.Drug company Pfizer announced on 2 December that it was cancelling all clinical trials of torcetrapib，a drug designed to raise heart-protective high-density lipoproteins (HDLs).In a trial of 15000 patients，a safety board found that more people died or suffered cardiovascular problems after taking the drug plus a cholesterol-lowering statin than those in a control group who took the statin alone.

3.The news came as a kick in the teeth to many cardiologists because earlier tests in animals and people suggested it would lower rates of cardiovascular disease."There have been no red flags to my knowledge," says John Chapman，a specialist in lipoproteins and atherosclerosis at the National Institute for Health and Medical Research (INSERM) in Paris who has also studied torcetrapib."This cancellation came as a complete shock."

4.Torcetrapib is one of the most advanced of a new breed of drugs designed to raise levels of HDLs，which ferry cholesterol out of artery-clogging plaques to the liver for removal from the body.Specifically，torcetrapib blocks a protein called cholesterol ester transfer protein (CETP)，which normally transfers the cholesterol from high-density lipoproteins to low density，plaque-promoting ones.Statins，in contrast，mainly work by lowering the 'bad' low-density lipoproteins.

Under pressure

5.Researchers are now trying to work out why and how the drug backfired，something that will not become clear until the clinical details are released by Pfizer.One hint lies in evidence from earlier trials that it slightly raises blood pressure in some patients.It was thought that this mild problem would be offset by the heart benefits of the drug.But it is possible that it actually proved fatal in some patients who already suffered high blood pressure.If blood pressure is the explanation，it would actually be good news for drug developers because it suggests that the problems are specific to this compound.Other prototype drugs that are being developed to block CETP work in a slightly different way and might not suffer the same downfall.

6.But it is also possible that the whole idea of blocking CETP is flawed，says Moti Kashyap，who directs atherosclerosis research at the VA Medical Center in Long Beach，California.When HDLs excrete cholesterol in the liver，they actually rely on LDLs for part of this process.So inhibiting CETP，which prevents the transfer of cholesterol from HDL to LDL，might actually cause an abnormal and irreversible accumulation of cholesterol in the body."You're blocking a physiologic mechanism to eliminate cholesterol and effectively constipating the pathway," says Kashyap.Going up

7.Most researchers remain confident that elevating high density lipoproteins levels by one means or another is one of the best routes for helping heart disease patients.But HDLs are complex and not entirely understood.One approved drug，called niacin，is known to both raise HDL and reduce cardiovascular risk but also causes an unpleasant sensation of heat and tingling.Researchers are exploring whether they can bypass this side effect and whether niacin can lower disease risk more than statins alone.Scientists are also working on several other means to bump up high-density lipoproteins by，for example，introducing synthetic HDLs."The only thing we know is dead in the water is torcetrapib，not the whole idea of raising HDL," says Michael Miller，director of preventive cardiology at the University of Maryland Medical Center，Baltimore.

Questions 7-13

Match torcetrapib，HDLs，statin and CETP with their functions (Questions 8-13)..Write the correct letter A，B，C or D in boxes 8-13 on your answer sheet.NB You may use any letter more than once.

7.It has been administered to over 10,000 subjects in a clinical trial.

8.It could help rid human body of cholesterol.

9.Researchers are yet to find more about it.

10.It was used to reduce the level of cholesterol.

11.According to Kashyap，it might lead to unwanted result if it's blocked.

12.It produced contradictory results in different trials.

13.It could inhibit LDLs.List of choices

A.TorcetrapicB.HDLSC.StatinD.CETP