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不出意料《权力的游戏》打破艾美奖一部剧集获奖的总数纪录，“铁王座”依然是HBO的。然而新媒体巨头Netflix、Amazon在原创剧集上每年花费数十亿美元，在强势进攻下，HBO如何避免“凛冬将至”。
测试中可能遇到的词汇和知识：
Emmy awards艾美奖（艾美奖是美国一项用于表彰其电视工业杰出人士和节目的奖励，其重要程度与电影界的奥斯卡金像奖、音乐界的格莱美奖以及戏剧界的东尼奖一样。）
covet垂涎；觊觎['kʌvɪt]
powerhouse精力旺盛的人；动力室；发电所['paʊəhaʊs]
acclaim称赞；为…喝彩，向…欢呼[ə'kleɪm]
cable subscriptions有线电视订阅
borne out证实；支持
阅读马上开始，建议您计算一下阅读整篇文章所用的时间，对照下方的参考值就可以评估出您的英文阅读水平。
HBO swept the two most coveted Emmy awards on Sunday with Game of Thrones and Veep, continuing the Time Warner-owned network's 16-year run as television's creative powerhouse.
In total, HBO won 22 Emmys from 94 nominations at this year's awards, more than any other network.
But it faced stiff competition from rivals, namely 21st Century Fox's FX channel, which landed multiple wins for its The People Vs OJ Simpson mini-series, and Netflix and Amazon's digital streaming services.
The question facing HBO is whether it can continue to prosper in an increasingly digital world characterised by on-demand viewing and the emergence of two global competitors in Netflix and Amazon, which are spending billions of dollars a year on original programming.
HBO clearly thinks it can. Last year it launched HBO Now, its own over the top subscription service. It has since struck several big programming deals to broaden its range of content.
The deals underline how HBO is evolving, analysts say. The network used to be known primarily for its edgy dramas such as The Sopranos, which did not shy away from violence, profanity or sexual content.
It continues to produce such shows, garnering great critical acclaim for its recent crime thriller The Night Of, but has added other content to the mix, bringing characters such as Elmo, Cookie Monster and Big Bird to the network via a five-year deal with the non-profit Sesame Workshop to produce new episodes of Sesame Street.
HBO has also broadened its current affairs and comedy portfolio, snapping up Jon Stewart, the former host of Comedy Central's The Daily Show to make “short form” content for HBO Now. This month, HBO will also begin airing a nightly news show produced by Vice, the youth-focused media group.
“They are evolving their model,” says Rich Greenfield, analyst with BTIG Research. “They're not just creating content but buying it from Sesame Street and Vice so they can broaden out their programming in a direct to consumer world.”
Digital subscription services are easier to cancel than cable subscriptions, he adds, which means that HBO has to ensure that its digital platform has something for everyone. “That's why they're doing kids' programming and news.”
In this respect, HBO's digital approach is not dissimilar to Netflix, which has stocked its service with documentaries, kids shows and original series. However, the Time Warner-owned channel has several advantages, notably the rights to first run theatrical movies from some of Hollywood's biggest studios, including Warner Brothers and Universal Studios. These movies make up the bulk of viewing on the channel.
HBO also has no wish to sever ties with cable and satellite companies in the US and elsewhere that pay handsomely to carry its channel, and which has made it much more profitable than its digital rivals.
In the UK, for example, HBO programming is available on Sky via the Sky Atlantic channel. HBO has about 49m subscribers in the US and 131m globally; Netflix, by contrast, has 83m.
Still, the emergence of Netflix, Amazon and services such as Hulu, which is part owned by Walt Disney, 21st Century Fox and Comcast, has made original programming more expensive.
The new digital services are willing to write big cheques for the best projects and exclusive rights, as are cable channels, which have begun to use original programming to define themselves in an era of cord-cutting and fragmenting audiences.
This was borne out at the Emmys when Rami Malek won the best actor award for his role in Mr Robot, which airs on NBC Universal's USA Network — a channel which had not previously been known as a home of top quality drama.
The array of new buyers has put pressure on HBO and increased prices. The network remains the home of the best dramas and, thanks to its Emmy wins for Veep and John Oliver's Last Week Tonight, a force in comedy, too.
But with its biggest hit Game of Thrones only having two more seasons to go before coming to an end, HBO must ensure it has a full pipeline of top original content.
“HBO has always been known for being artist friendly and for being a place that can be a home for top talent,” says Christopher Vollmer, global entertainment and media advisory leader for Strategy&, which is part PwC. “I'm sure that will continue. But its rivals aren't putting any constraints on talent either.”
请根据你所读到的文章内容，完成以下自测题目：
A.16
B.22
C.94
D.126
答案 (1)
A.micro film
B.original programming
C.current affairs
D.comedy portfolio
答案 (2)
A.broadened its advertising partners
B.broadened its range of content
C.broadened its current affairs
D.broadened its comedy portfolio
答案 (3)
A.it is easier to make money
B.these contents make up the bulk of viewing
C.ensure that its digital platform has something for everyone
D.ensure HBO programming is available on Sky
答案 (4)
(1) 答案：B.22解释：HBO今年获得22个奖项，并以94项提名再次成为今年最大赢家（尽管与去年的126项提名相比有所下降）。
(2) 答案：B.original programming解释：Netflix、Amazon在原创剧集上每年花费数十亿美元。
(3) 答案：A.broadened its advertising partners解释：文章并未提到HBO在对广告合作伙伴的扩大。
(4) 答案：C.ensure that its digital platform has something for everyone解释：HBO之所以推出以上内容，是为了确保每个数字平台上都有可供任何人群观看的内容。