单选题 Television, like language, can be a cultural challenge for better or worse, and this is what it is in many of its activities, whether voluntarily or, on occasion, involuntarily. Although it may sometimes be soothing, television is often provocative in the sense that it gives information and arouses interest. That being said, the new means of broadcasting and communicating throughout the world increases the complexity of television even further.
An important question is what television is there to do and to say. In actual fact, however, the issue does not seem to have been put in this way by all governments and their officials, nor by private television companies.
Since the primary aim is to get an audience (and who would want to make television programmes nobody looked at?), programmes are becoming more and more standardized. The cultural challenge represented by television must not turn into a challenge to culture. At all events, television carries messages which influence, and will increasingly influence, trends in our societies one way or another. Either television will contribute to enriching our cultures or it will contribute to eroding them or to enabling some of these cultures to dominate others.
Undoubtedly there are outstanding events, such as broadcasts of major occasions, but the out-of-the-ordinary nature of a cultural message soon becomes part of life, part of the very air breathed by those to whom the messages are sent. Living in a world of painting, literature and music is a very different thing from the stardom of a composer, writer or performer. While the heads of television channels sometimes display boldness, they do not seem to find it necessary to do so when it comes to music (with the occasional exception), because they themselves are not convinced of the emotional impact of music on television. And yet, in spite of all obstacles, music is a challenge through its daily presence. This represents a victory for whom? Pure music—that is to say, music soberly presented through the playing of the performers—goes down very well on the small screen. Its presence on television makes it part of everyday life.
Let us be optimistic and hope that those in charge of television of whatever kind are aware-of the importance of their function over and above audience surveys and ratings and that they will call primarily on the talents of cultural people and give them priority over the salesman.

单选题 What is the effect of television according to the author?

单选题 In the author"s opinion, what is wrong with the attitude of some governments to television?

单选题 The author thinks that television programmes are in danger of ______.

单选题 According to the author, the heads of television channels ______.

单选题 What does the author hope will be the future of television?