The Impact of Digital TV on the Advertising and Media Industry


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\JB RMGYBPTG\W EI JRCC

\jb Gavkd| ei Lgog|kc \Y em |jb Klybp|gtgmo kml Ablgk

Gmlrt|pw

`bgmo k Lgttbp|k|gem tr`ag||bl gm vkp|gkc ircigcabm| ei |jb

pb{rgpbabm|t iep lbopbb ei

Akt|bpt gm @rtgmbtt Klagmgt|pk|gem

gm |jb Rmgybptg|w ei Jrcc

`w

ARPGCE PRGYE DBPLBGPK

Akpdj ;777


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Bzbdr|gyb Traakp

Arpgce P- Dbplbgpk ! A@K Akpdj!77 ygg

Bzbdr|gyb Traakpw

\jb klybm| ei lgog|kc |bcbygtgem gt bmk`cgmo gm|bpkd|gyb |bcbygtgem |e vpeyglb akm

evvep|rmg|gbt kml djkccbmobt iep klybp|gtbpt# klybp|gtgmo kml ablgk gmlrt|pgbt- Demtrabpt wgcc

`bmbig| ipea |jgt mbw |bdjmeceo wjgdj wgcc eiibp mbw tbpygdbt wg|j kllg|gemkc djegdb#

gmdpbktbl vbptemkc dem|pec kml ipbblea eybp |jb dem|bm| kml |gagmo ei gmiepak|gem kml

bm|bp|kgmabm|- \jb Gm|bpmb| gt vpeyglgmo km gm|bpkd|gyb ablgk wjgdj demtrabpt kpb cbkpmgmo |e

rtb k ablgra gm k aepb kd|gyb wk# kml pbdeomgtb |jb ykcrb ei ceehgmo iep kllg|gemkc

gmiepak|gem- Kcc |jbtb ikd|ept wgcc jkyb km gavkd| em demtrabpt/ cgybt# |jb akphb|gmo

deaarmgdk|gem gmlrt|p# klybp|gtgmo kobmdgbt# kml ablgk kobmdgbt- Deaarmgdk|gem gmlrt|p

kml kobmdgbt wgcc ikdb mbw lmkagdt# kt wbcc kt akm evvep|rmg|gbt kml lkmobpt# kml k mbw

vkpklgoa wgcc `b mbdbttkp |e weph gm |jb mbw bmygpemabm|- \jbpbiepb# |jb gmlrt|p wgcc mbbl

|e lbybcev mbw t|pk|bogbt# gmdpbktb gmmeyk|gem kml dpbk|gem# kt wbcc kt akmkobabm| thgcct- Km

kvvpekdj |e km gm|bopk|bl akphb|gmo deaarmgdk|gem gt kmkctbl gm |jgt t|rl-

Vep|bp/t igyb iepdbt aelbc gt rtbl |e gmybt|gok|b klybp|gtgmo gm |jb arc|g!djkmmbc lgog|kc

bmygpemabm|- Kt krlgbmdbt kml ablgk wgcc ipkoabm| bybm irp|jbp gm |jb ir|rpb# \Y klybp|gtgmo

ak ikdb gmdpbktbl deavb|g|gem ipea kc|bpmk|gyb akphb|gmo deaarmgdk|gem |eect wjgdj agoj|

jkyb km gavkd| gm deaarmgdk|gem aktt akphb| vpelrd|t kml tbpygdbt- Aepbeybp# klybp|gtgmo

ak demipem| deavb|g|gem ipea e|jbp ablgk- Em |jb e|jbp jkml# mgdjb vpelrd|t dkm `b `b||bp

|kpob|bl |e |jb pgoj| krlgbmdb gm k aepb det| biigdgbm| akmmbp- \jb deavcbz `rgmo `bjkygerp

aelbc ei Jewkpl kml Tjb|j aelbc *;797' gt kvvcgbl |e kttbtt gm|bpkd|gyb klybp|gtgmo- \jb

pbtrc|t troobt| |jk| |jgt deaarmgdk|gem |eec dkm `b vewbpirc kml gmdpbktb |jb biigdgbmd ei k

akphb|gmo deaarmgdk|gem dkavkgom-


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Bzbdr|gyb Traakp

Arpgce P- Dbplbgpk ! A@K Akpdj!77 yggg

Mbybp|jbcbtt# |jb djkmobt |jk| gmlrt|pgbt wgcc ikdb wgcc lbvbml em jew demtrabpt ba`pkdb |jgt

mbw |bdjmeceo- \jb pbtbkpdj dkppgbl er| ` |jgt t|rl ierml |jk| demtrabpt kpb me| wgccgmo |e

|khb rv |jgt mbw ablgra kt ikt| kt jkt `bbm iepbdkt|bl ` |jb gmlrt|p- \jb pbkc `bmbig|t ei

lgog|kc |bcbygtgem jkyb me| `bbm biigdgbm|c deaarmgdk|bl gm eplbp |e ae|gyk|b demtrabpt |e

klev| |jgt mbw ablgra- @pekldkt|bpt tjercl iedrt gm eiibpgmo pbkc `bmbig|t |e demtrabpt kml

bzvceg| |jb ve|bm|gkc `bmbig| "djegdb-"

\jb lgog|kc pbyecr|gem gt cghbc |e `b km byecr|gem- Djkmogmo demtrabpt/ k||g|rlbt kml

bmderpkogmo |jba |e ba`pkdb lgog|kc |bcbygtgem wgcc |khb k wjgcb# kml g| tjercl `b |jb iedrt

vegm| iep |jb trddbtt ei |jgt mbw ablgra-


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Djkv|bp Emb ! Gm|pelrd|gem

Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;

;- Gm|pelrd|gem

Lgog|kc \bcbygtgem gt gm|pelrdgmo mbw evvep|rmg|gbt kml djkccbmobt# kml g| gt cghbc |e dkrtb k

pbyecr|gem |jk| wgcc `b |jb aet| gavep|km| lbybcevabm| gm @pg|gtj |bcbygtgem tgmdb |jb ckrmdj ei

G\Y gm |jb ;726/t# ep |jb gmybm|gem ei decerp |bcbygtgem-

Djkpcbt Aepokm tvbdrck|bl gm |jb @@D Wbkp`eeh iep ;746# em |jb vettg`cb ir|rpb gavkd| ei

|jb ba`pemgd ablgra ei |bcbygtgem em |jb bt|k`cgtjbl kp|t>

"G| gt b| |ee bkpc |e tvbkh gm lb|kgc ei |jb vpe`k`cb biibd| em bm|bp|kgmabm|- G| gt me|

gavettg`cb |jk| |jb |gab ak deab wjbm# wg|jer| cbkygmo jgt kpadjkgp# k akm ak `b k

jbkpgmo kml tbbgmo aba`bp ei |jb krlgbmdb gm km vckjertb# dgmbak ep demdbp| jkcc

|jperojer| |jb wepcl- Gi |jgt vewbp gt bybp `peroj| |e abdjkmgdkc vbpibd|gem# |jbpb gt k cg||cb

pbktem# bzdbv| |jb lbtgpb |e `b opbokpgert# |jk| kmemb `r| k ibw tjercl oe gm vbptem |e km

vckdb ei bm|bp|kgmabm| kokgm8 ipea wjgdj g| ieccewt |jk|# iep wkm| ei k cedkc krlgbmdb#

|jbk|pbt# dgmbakt kml demdbp| jkcct ak `b dcetbl lewm kml kcc bm|bp|kgmabm| `b

demdbm|pk|bl gm t|rlget trvvep|bl ` km gm|bpmk|gemkc epokmgtk|gem ei |bcbygtgemgt|t-;"

Kmkctgmo |jb lbybcevabm| ei |jb |bcbygtgem `pekldkt| tgmdb |jb `bogmmgmo rm|gc |elk# g| gt

vettg`cb |e demdcrlb |jk| wjk| dpg|gdt iepbtkw gm |jb bkpc lkt kml |jb pbkcg| gt |e|kcc

lgiibpbm|- Jewbybp# wg|j |jb klybm| ei |jgt mbw ablgra# lgog|kc |bcbygtgem# |jb {rbt|gem dercl

`b kthbl> "Dkm |jgt vpblgd|gem aklb gm |jb ;746t `bdeab |prb gm |jb mbkp ir|rpb5"

;Jbmp# @pkm#@pg|gtj \bcbygtgem Klybp|gtgmo> |jb igpt| |jgp| bkpt# *Dbm|rp @bmjka C|l# Cemlem# ;7:9'# vo-

09


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 0

Lgog|kc |bcbygtgem wgcc `pgmo |e |jb ygbwbpt jrmlpblt ei |bcbygtgem djkmmbct# k jgojbp {rkcg|

vgd|rpb wg|j DL ! {rkcg| terml# djegdb# kml cbtt pgth ei gm|bpibpbmdb- @pekldkt|bpt kpb

dckgagmo |jk| |jgt mbw ablgra wgcc pbyecr|gemgtb ygbwgmo vk||bpmt- \jgt mbw ablgra wgcc |rpm

|bcbygtgem ipea k vkttgyb |e km kd|gyb ablgra# |jperoj gm|bpkd|gyg|- \jb gm|bpkd|gyb lgog|kc

pbyecr|gem# ep kpadjkgp pbyecr|gem# wgcc kccew ygbwbpt |e le jeab tjevvgmo# `kmhgmo#

bm|bp|kgmabm| kml e|jbp tbpygdbt# kml ygbwbpt wgcc dem|pec jew# wjbm kml wjk| |jb wk|dj-

Aepbeybp# lgog|kc |bcbygtgem wgcc `pgmo mbw evvep|rmg|gbt# lkmobpt kml djkccbmobt iep

`pekldkt|bpt# klybp|gtgmo kobmdgbt# ablgk kobmdgbt# kml demtrabpt- \jb klybp|gtgmo kml ablgk

gmlrt|pgbt wgcc jkyb |e pbkttbtt jew |jb kpb drppbm|c wephgmo# lgtdeybp kml cbkpm |jgt

lgiibpbm| mbw ablgra# `bdkrtb lgog|kc |bcbygtgem kml gm|bpkd|gyb tbpygdbt wgcc cbkl |e "opbk|bp

krlgbmdb ipkoabm|k|gem# `b||bp |kpob|gmo evvep|rmg|gbt kml djkmobt gm jew ablgk gt vckmmbl

kml `eroj|0-" Gm kllg|gem# lgog|kc |bcbygtgem wgcc pbnrybmk|b |jb akphb|# kml wgcc `bdeab km

gavep|km| klybp|gtgmo |eec |jk| tjercl `b demtglbpbl kt vkp| ei kobmdgbt cemobp!|bpa

klybp|gtgmo vckmt-

Demtrabpt ak `b pbcrd|km| |e djkmob ipea |jb drppbm| tt|ba |e lgog|kc gm |jb bkpc lkt# kt

eddrppbl gm |jb vkt| wg|j |jb klybm| ei decerp |bcbygtgem gm |jb RH *;79?'# kml |jb cew vkdb ei

vbmb|pk|gem ei tk|bccg|b kml dk`cb \Y# kml YDPt-

\jb kga ei |jgt vkvbp gt |e kmkctb |jb gavkd| ei lgog|kc \Y em |jb klybp|gtgmo kml ablgk

gmlrt|pgbt# kt wbcc kt |e demtrabpt-

0Dpkwiepl# Kmmb!Akpgb# L!Lkw iep lgog|kc \Y# Akphb|gmo *0 Ed|e`bp ;77?'# vo- 07


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;-;E`nbd|gybt

\e kmkctb jew Lgog|kc \Y wgcc kiibd| Akphb|gmo Deaarmgdk|gemt \e lb|bpagmb |jb deaarmgdk|gem |eect |jk| wgcc `b kykgck`cb gm lgog|kc |bcbygtgem \e bzkagmb |jb evvep|rmg|gbt kml lkmobpt ei lgog|kc \Y iep |jb klybp|gtgmo kml ablgk

gmlrt|pgbt

\e kmkctb |jb bmbig|t kml lkmobpt ei lgog|kc \Y iep demtrabpt \e kmkctb |jb vpe`cbat |jk| lgog|kc \Y wgcc tecyb \e pbdeaabml k mbw kvvpekdj iep klybp|gtgmo kml ablgk gmlrt|pgbt gm |jb lgog|kc kob

;-0Cg|bpk|rpb Pbygbw

\jb gmiepak|gem iep |jgt lgttbp|k|gem gt kakttbl ipea |jb tbdemlkp pbtbkpdj kt lbtdpg`bl

`bcew- Jewbybp# |jbpb kpb teab okvt gm |jb tbdemlkp pbtbkpdj# wjgdj cbl |jb mbdbttkp

lgpbd|gem em |jb pbtbkpdj trpyb kml |jb tep| ei gmiepak|gem pb{rgpbl-

;-0-; Akphb| Pbvep|t

Pbvep|t ipea Hbme|b# Lk|kaemg|ep# kml Agm|bc *Akphb| Gm|bccgobmdb' wbpb demtrc|bl# kml

gavep|km| gmiepak|gem k`er| |jb akphb|# |pbmlt# akphb| kmkctgt# t|k|gt|gdt# kml e|jbp rtbirc

gmiepak|gem wbpb `peroj| |e |jgt vkvbp-


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Arpgce P- Dbplbgpk ! A@K Akpdj!77

Ierp gm!lbv|j gm|bpygbwt wg|j vbevcb ipea |jb `pekldkt|gmo kml klybp|gtgmo gmlrt|p \we iedrt operv wg|j tgz pbtvemlbm|t ! obmbpkc demtrabpt \we |bcbvjemb gm|bpygbwt wg|j vbevcb ipea |jb ablgk gmlrt|p K||bmlgmo |jb "Dk`cb ) Tk|bccg|b/ 7:" bzjg`g|gem kml demibpbmdbt# kml "Ablgk Pbtbkpdj>

\gab |e pbkttbtt" demibpbmdb# `e|j ei |jba gm Cemlem

\jb |vbt ei gm|bpygbwt rtbl wbpb tbag!t|prd|rpbl gm|bpygbwt kml rmt|prd|rpbl gm|bpygbwt- \jb

klykm|kob ei rtgmo tbag!t|prd|rpbl gm|bpygbwt gt |jk| kt |jb {rbt|gemt kpb evbm!bmlbl |jb


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pbtvemlbm|t kpb ipbb |e kmtwbp kml |e bzvpbtt |jbgp vegm| ei ygbw# ogygmo |jb evvep|rmg| iep

|jb pbtbkpdjbp |e bzvcepb e|jbp {rbt|gemt |jk| tbba kvvpevpgk|b kddeplgmo |e |jb pbtvemlbm|/t

pbtvemtbt- Gm kllg|gem# |jb vpbtbmdb ei ykpgert pbtvemlbm|t kccewbl k ykpgb| ei vegm|t ei ygbw

|e babpob kml |jb operv |e lgtdrtt |jba- \jb lgtklykm|kob gt |jk| k thgcirc aelbpk|ep gt

pb{rgpbl |e demlrd| |jb lgtdrttgem wg|jer| km `gkt# ep k lgtdrttgem dkm `b gmicrbmdbl ` k ibw

vbevcb- \jb klykm|kob ei rtgmo km rmt|prd|rpbl gm|bpygbw gt |jk| g| bmk`cbl |jb pbtbkpdjbp |e

okgm kt ardj gmtgoj| gm|e |jb tr`nbd| kt vettg`cb ` vbpag||gmo |jb pbtvemlbm|t |e lgtdrtt |jb

|evgd evbmc- \jb lgtklykm|kobt kpb |jb tkab kt |jb tbag!t|prd|rpbl gm|bpygbwt- G| tjercl `b

me|bl k| |jb er|tb| |jk| |jb ab|jeleceo wkt |e k dbp|kgm bz|bm| km byecygmo emb |jk| |eeh

lbigmg|b tjkvb kt |jb pbtbkpdj vpeopbttbl-

;-4-; \jb Pbtbkpdj Lbtgom

\jb ab|jeleceo rtbl gm |jgt t|rl wkt {rkcg|k|gyb pbtbkpdj# `bdkrtb |jb lk|k obmbpk|bl ipea

|jgt |vb ei pbtbkpdj wercl `b pgdjbp gm gmtgoj|# kml wercl jkyb lbv|j gm gmiepak|gem kml

bzvckmk|gem-

;-4-0 \jb Pbtbkpdj Gmt|prabm|t

\jb gmt|prabm|t rtbl |e deccbd| |jb gmiepak|gem wbpb k tbag!t|prd|rpbl {rbt|gemmkgpb#

rmt|prd|rpbl {rbt|gemmkgpb# me|bt# kml k |kvb pbdeplgmo- \jb {rbt|gemmkgpbt wbpb lbtgombl wg|j

kt dcbkp kml demdgtb {rbt|gemt kt vettg`cb- @gkt kml nkpoem wbpb kyeglbl gm |jb {rbt|gemmkgpb/t

lbtgom- Evbm!bmlbl {rbt|gemt wbpb rtbl |e kccew |jb pbtbkpdjbp |e okgm gmtgoj| gm|e |jb tr`nbd|

kml |e bmderpkob |jb pbtvemlbm|t |e kmtwbp kml bzvpbtt |jbgp vegm| ei ygbw ogygmo |jb

pbtbkpdjbp |jb evvep|rmg| |e bzvcepb e|jbp {rbt|gemt |jk| tbbabl kvvpevpgk|b kddeplgmo |e |jb


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pbtvemlbm|/t pbtvemtbt- Gm eplbp |e tboabm| |jb pbtvemlbm|t *iedrt operv'# teab {rbt|gemt |e

lb|bpagmb |jb pbtvemlbm|t/ vk||bpmt ei `bjkygerp# demtrav|gem kml cgib!t|cb wbpb gmdcrlbl-

\jb {rbt|gemmkgpb wkt vgce| |bt|bl |e pbigmb kml |e djbdh |jb ykcglg| kml pbcgk`gcg| ei |jb lk|k

deccbd|bl# kml g| wkt vgce|bl wg|j teab ipgbmlt- \jb |kvb pbdeplgmo kml me|bt wbpb rtbl |e

kccew |jb pbtbkpdjbp |e demdbm|pk|b em {rbt|gemgmo kml cgt|bmgmo# kml |e kttgt| gm |jb ck|bp

kmkctgt ei |jb gm|bpygbwt-

;-4-4 \jb Gm!Lbv|j Gm|bpygbwt

G| wkt lbdglbl lrpgmo |jb pbtbkpdj lbtgom |jk| lrb |e |jb okvt kml |jb ckdh ei vr`cgdk|gemt gm

|jgt tr`nbd|# |jk| |jb `pekldkt|gmo# ablgk kml klybp|gtgmo gmlrt|pgbt tjercl `b kttbttbl# gm

eplbp |e lb|bpagmb |jb drppbm| ygbw ei |jbtb gmlrt|pgbt- \jrt# |jb gm!lbv|j gm|bpygbw wkt |jb

aet| trg|k`cb ab|jel- \jb gm!lbv|j gm|bpygbwt kccewbl |jb pbtbkpdjbp |e rmlbpt|kml |jb

lmkagdt ei |jb drppbm| ablgk# |jb drppbm| ygbw k`er| |jb mbw ablgk# kml |jb akphb| kt k

wjecb- Irp|jbpaepb# |jgt tep| ei gm|bpygbw dercl ogyb |jb pbtbkpdjbp |jb ipbblea |e vjpktb km

{rbt|gemt |jk| tbbabl kvvpevpgk|b kml kth |jb gm|bpygbwbbt kddeplgmo |e |jbgp pbtvemtbt-

Kc|jeroj |jb gm!lbv|j gm|bpygbwt wbpb `ktbl em k tbag!t|prd|rpbl gm|bpygbw# |jb gm|bpygbwbbt

wbm| lbbvbp gm |jb tr`nbd|- Ierp gm!lbv|j gm|bpygbwt wbpb dkppgbl er|- \jb tbag!t|prd|rpbl

kvvpekdj wkt kvvcgbl iep |jpbb gm|bpygbwt# kml |jb rmt|prd|rpbl kvvpekdj wkt kvvcgbl iep emb

gm|bpygbw-

\we gm|bpygbwt wbpb dkppgbl er| wg|j |jb @@J/t *@kp|cb @eocb Jbokp|' Jbkl ei Lgog|kc

Ablgk gm Cemlem- \jb |jgpl gm|bpygbw wkt dkppgbl er| wg|j |jb Kdderm| Akmkobp ei Ygd|epgk

Pbkc C|l-! klybp|gtgmo kobmd# gm @pgoj|em- \jb ckt| gm|bpygbw wkt dkppgbl er| wg|j @pg|gtj

Gm|bpkd|gyb @pekldkt|/t *@G@%Evbm \Y' vpelrd| akmkobp gm Cemlem- Kvkp| ipea |jb @G@/t


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ?

gm|bpygbw# kcc gm|bpygbwt wbpb |kvbl pbdeplbl- \jb lk|k deccbd|gem vpedbtt rtbl gm |jb

gm|bpygbwt wbpb k tbag!t|prd|rpbl {rbt|gemmkgpb *tbb kvvbmlgz ;'# k |kvb pbdeplbp# kml me|bt ei

|jb gm|bpygbwt-

;-4-4-; Pbtbkpdj cgag|k|gemt kml `gkt

\jb gm|bpygbw wg|j @-G-@-/t Vpelrd| Akmkobp dercl `b `gktbl |ewkplt vpeae|gmo vkp|gdrckp

gttrbt tvbdgkcc pbck|bl |e tk|bccg|b `pekldkt|gmo# `bdkrtb @-G-@- *Evbm \Y' gt ThLgog|kc/t

trvvcgbp ei gm|bpkd|gyb ibk|rpbt- \jbpbiepb# dkpbirc kmkctgt ei |jgt lk|k wkt dkppgbl er|# kt wbcc

kt kcc e|jbp lk|k ok|jbpbl- \jb cgag|k|gem ei |jbtb tep| ei pbtbkpdj ab|jelt gt |jk| obmbpkcc

thgcirc tvbdgkcgt|t# rtrkcc vtdjeceogt|t# dkpp er| |jgt |vb ei gm|bpygbw |e rmlbpt|kml kml

gm|bpvpb| |jb mrkmdbt ei |jb gm|bpygbwt tg|rk|gem- Kt |jb pbtbkpdjbp gt me| |jgt |vb ei tvbdgkcgt|#

teab gm|bpvpb|k|gem agoj| me| `b gmdcrlbl gm |jb kmkctgt-

;-4-4-0 Igmlgmot

\jb igmlgmot ei |jb gm!lbv|j gm|bpygbw kpb pbibpbmdbl kml gmdepvepk|bl |jperojer| |jb pbvep|-

Gm djkv|bp 7# |jb gm|bpygbwt kpb traakpgtbl- \jb |kvbt kml me|bt wg|j |jb ircc gm|bpygbwt kpb

kykgck`cb iep km ir|rpb demtrc|gmo-

;-4-< \jb Iedrt Operv

Gm eplbp |e kddbtt |jb drppbm| ygbwt kml vbpdbv|gemt ei |jb demtrabpt em lgog|kc |bcbygtgem# g|

wkt lbdglbl |e rtb |jb iedrt operv- \jb iedrt operv lmkagdt dercl `b rtbl |e lpkw er|

gmlgyglrkc `bcgbit wjgdj agoj| me| `b te ipbbc bzvpbttbl gm k emb!|e!emb `ktgt# |jrt


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 :

obmbpk|gmo rtbirc lk|k pgdj gm gmtgoj|- Gm kllg|gem# |jb |gab pb{rgpbl |e dkpp er| gm!lbv|j

gm|bpygbwt em k emb!|e!emb `ktgt wercl `b |ee cemo kml bdemeagdkcc me| ygk`cb- \jrt# |we

iedrt operv wbpb dkppgbl er|# emb akcb kml emb ibakcb- Gm eplbp |e kttgt| |jb ck|bp kmkctgt# k

|kvb pbdeplbp wkt rtbl iep è|j iedrt opervt- \jb |evgdt iep lgtdrttgem wbpb gm|pelrdbl `

ieccewgmo k tbag!t|prd|rpbl {rbt|gemmkgpb *tbb kvvbmlgz 0'# jewbybp lrpgmo |jb lgtdrttgem

e|jbp {rbt|gemt |jk| tbbabl kvvpevpgk|b wbpb kthbl- @e|j iedrt opervt wbpb dkppgbl er| gm

Cemlem- Gm eplbp |e tboabm| |jb pbtvemlbm|t# teab {rbt|gemt kèr| |jb pbtvemlbm|t/

demtragmo vk||bpmt# `bjkygerp kml cgib!t|cb wbpb kthbl vpgep |e |jb iedrt operv *tbb kvvbmlgz

4'- \jb tbk|gmo gm è|j peeat wbpb kppkmobl gm k dgpdrckp wk bmk`cgmo |jb pbtvemlbm|t |e ikdb

bkdj e|jbp- \jb gm|bpygbw k|aetvjbpb wkt ybp pbckzgmo-

;-4-


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_gccgmombtt |e lgtdrtt ipbbc gm ipem| ei e|jbp vbevcb

;-4-


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;6

|jk| |jgt |vb ei gm|bpygbw gt |gabtkygmo kml cbtt lbakmlgmo- \jb lgtklykm|kob ei rtgmo |jgt

ab|jel gt |jk| g| gt lgiigdrc| |e dpbk|b k oeel pkvvep| wg|j |jb pbtvemlbm|# g| gt me| vettg`cb |e

e`tbpyb kml gm|bpvpb| |jb mrkmdbt |jk| k vbptemkc gm|bpygbw dercl bzvcepb# kml {rbt|gemt ak

me| `b bzvcepbl gm |jbgp ircc e`nbd|gybt- \jb |we |bcbvjemb gm|bpygbwt wbpb dkppgbl er| wg|j

vbevcb ipea Gmg|gk|gyb Ablgk *ablgk kobmd'- Emb wkt dkppgbl er| wg|j |jb @pekldkt| Lgpbd|ep

kml |jb e|jbp wg|j |jb T|pk|bogd Vckmmgmo Lgpbd|ep-

;-4-2-; Pbtbkpdj cgag|k|gemt kml `gkt

\jb cgag|k|gem ei rtgmo |jgt ab|jel gt |jk| wkt me| vettg`cb |e dpbk|b k oeel pkvvep| wg|j |jb

pbtvemlbm| kml bzvcepb |jb {rbt|gemt aepb lbbvc- Gm kllg|gem# g| wkt me| ibktg`cb |e e`tbpyb

kml gm|bpvpb| |jb mrkmdbt ei |jb gm|bpygbw8 mbg|jbp |jb ipbblea |e vjpktb km {rbt|gemt |jk|

tbbabl kvvpevpgk|b |e kth |jb gm|bpygbwbbt kddeplgmo |e |jbgp pbtvemtbt- Gm eplbp |e kyegl `gkt

gm |jb igmlgmot# |jb lk|k deccbd|bl wbpb dkpbircc kmkctbl-

;-4-2-0 Igmlgmot

\jb igmlgmot ei |jb |bcbvjemb gm|bpygbw kpb pbibpbmdbl kml gmdepvepk|bl |jperojer| |jb pbvep|-

Gm djkv|bp 7# |jb gm|bpygbwt kpb traakpgtbl-

;-


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;;

lgog|kc \Y kpb bzkagmbl gm djkv|bp


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ; Tbpygdb {rkcg|w kt k irmd|gem ei `g| pk|b-

Tbpygdb @g| Pk|b

Jgoj!lbigmg|gem |bcbygtgem 0< A`g|%t

Bmjkmdb lbigmg|gem |bcbygtgem *T|rlge [rkcg|w' ;0 A`g|%t

VKC 9 A`g|%t

T|kmlkpl YJT 0 |e 4 A`g|%t

Deavkd| Lgtd ;2 A`g|%t

Terpdb> Gmt|g|r|b ei Bcbd|pgdkc Bmogmbbpt

4-0-; \jb Lgog|kc |bcbygtgem Vck|iepat gm |jb Rmg|bl Hgmolea

\jb pborck|ep ipkabweph iep |jb gm|pelrd|gem ei lgog|kc `pekldkt|gmo tbpygdbt gm |jb RH wkt

tb| er| ` |jb @pekldkt|gmo Kd| *;779'# kml tr`tb{rbm| cbogtck|gem- \jbpb kpb |jpbb akmmbpt ei

lgog|kc `pekldkt|gmo gm |jb RH>

Lgog|kc tk|bccg|b pekldkt|gmo Lgog|kc |bppbt|pgkc `pekldkt|gmo Lgog|kc dk`cb pekldkt|gmo

;0 Vbc|ep# Jroj#Lgog|kc |bcbygtgem `pekldkt|gmo# GBB Pbygbw *Nrmb ;77:'# vo- ;92


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 0 \jb AdHgmtb [rkp|bpc

4-0-0-0 Lgog|kc |bppbt|pgkc |bcbygtgem ! L\\

\jb lgog|kc |bppbt|pgkc |bcbygtgem *L\\' `pekldkt|gmo gm |jb Rmg|bl Hgmolea t|kp|bl em ;2 ei

Meyba`bp ;77:# kml g| gt |jb wepcl/t igpt| lgog|kc |bppbt|pgkc |bcbygtgem;2

- \jb cgdbmdb wkt

kwkplbl |e @pg|gtj Lgog|kc @pekldkt|gmo *@L@'# wjgdj wkt pb`pkmlbl |e EMlgog|kc# kccewt

r|gcgtgmo |jb arc|gvcbzbt @# D# L# kml k tjkpb ei arc|gvcbz K- \jb EMlgog|kc tt|ba gt k

tr`tdpgv|gem |bcbygtgem- G| dkppgbt |jb drppbm| ipbb!|e!kgp |bppbt|pgkc djkmmbct kml k mra`bp ei

vpevpgb|kp djkmmbct- \jb lgog|kc |bppbt|pgkc |bcbygtgem `pekldkt|gmo gt lgyglbl gm tgz

arc|gvcbzbt# kml bkdj arc|gvcbz jkt 0< A`g|%t gm k `kmlwgl|j ei : AJ~- \jb cgt| ei arc|gvcbz

tbpygdb vpeyglbpt gt tjewm em igorpb ?;9

-

;2EMlgog|kc_b` tg|b F j||v>%%www-emlgog|kc-de-rh

6

06

; *t cew kd|gem yglbe'
http://www.ondigital.co.uk/http://www.ondigital.co.uk/


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4-0-0-< Lgog|kc dk`cb `pekldkt|gmo *L\D'

Dk`cb ) _gpbcbtt jkyb `bbm cbklgmo |jb lgog|kc dk`cb `pekldkt|gmo *L\D' gm |jb RH;:

# `r|

|jbpb kpb e|jbp deavkmgbt trdj kt \bcbwbt|# kml M\C# wjgdj kpb lbybcevgmo |jbgp ewm lgog|kc

dk`cb tt|ba- \jb dk`cb vck|iepa wgcc eiibp tgagckp tbpygdbt |e |jb tk|bccg|b vck|iepa# gmdcrlgmo

066 vcrt djkmmbct# yglbe!em!lbakml# vk!vbp!ygbw# Gm|bpmb|# kml k ircc pkmob ei gm|bpkd|gyb

tbpygdbt- \jb vck|iepa eiibpt k vbpakmbm|c demmbd|bl `pekl`kml vk|j gm|e kml er| ei

drt|eabp/t jeabt# lrb |e |jb dkvkdg| ei |jb `pekl`kml dk`cb mb|weph *ig`pb ev|gdt dk`cbt'#

wjgdj kccewt |jb drt|eabpt |e rtb |jb tkab bzgt|gmo |bcbvjemb cgmb vpeyglbl ` |jb dk`cb

evbpk|ept- \jb tt|ba evbpk|bt ` |pkmtiepagmo |jb lgog|kc tgomkct gm|e cgoj| wkybt# wjgdj kpb

|pkmtag||bl ` ig`pb ev|gd dk`cbt kml pbdbgybl kml lbdelbl gm |jb drt|eabp/t jertb gm|e lgog|kc

tgomkct kokgm- \jb pb|rpm vk|j ieccewt |jb tkab vpedbtt- \jgt vpedbtt tvbblt rv |jb

|pkmtagttgem ei |jb lgog|kc tgomkc# kccewgmo k opbk| evvep|rmg| ei eiibpgmo gm|bpkd|gyb tbpygdbt

*tbb g|ba 4-2'- Gm eplbp |e pbdbgyb |jb lgog|kc tgomkc kml |e rtb |jb gm|bpkd|gyb tbpygdbt# |jb cedkc

dk`cb mb|wepht wgcc vpeyglb |jb tb|!|ev èzbt kml ipbb rvopklb iep bzgt|gmo dk`cb tr`tdpg`bpt-

\jb bcbd|pemgd vpeopkaagmo orglb *BVO' wgcc kccew drt|eabpt |e `pewtb kml icgv |jperoj

gmiepak|gem# kddbtt |jb wb` kml kddbtt gm|bpkd|gyb tbpygdbt-

4-4 \jb Lbdelbp ep Tb|!\ev èz

\jb tb|!|ev èz gt k pbdbgybp |jk| lbdelbt |jb lgog|kc tgomkc kml g| wgcc vpeyglb |jb gm|bpikdb

`b|wbbm leabt|gd |bcbygtgem tb|t kml ablgk ab|jelt- G| bmk`cbt drt|eabpt |e pbdbgyb lgog|kc

rtgmo |jb bzgt|gmo |bcbygtgem- \jb |bcbvjemb cgmb jkt |e `b demmbd|bl em |jb tb|!|ev èz |e `rgcl

|jb pb|rpm vk|j pb{rgpbl |e bmk`cb |jb gm|bpkd|gyb tbpygdbt- \jb tb|!|ev èzbt kaemo |jb |jpbb

;:Dk`cb ) _gpbcbtt _b` tg|b F j||v>%%www-dwdea-de-rh


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 0?

lgiibpbm| lgog|kc mb|wepht kpb me| deavk|g`cb# jkygmo lgiibpbm| jkplwkpb kml tei|wkpb

|bdjmeceo-

4-< _glbtdpbbm \bcbygtgem ep Jgoj Lbigmg|gem \bcbygtgem *JL\Y'

Lgog|kc |bdjmeceo wgcc bmk`cb |jb |pkmtagttgem ei wglbtdpbbm iepak|- \jb wglbtdpbbm

obmbpkcc vpeyglbt igyb djkmmbct ei DL!{rkcg| lgog|kc trpperml kml kèr| igyb |gabt aepb

vgd|rpb gmiepak|gem |jkm demybm|gemkc |bcbygtgem;7

- \pklg|gemkcc |jb |bcbygtgem tb| jkt k pk|ge

ei wgl|j |e jbgoj| ei 4# wjbpbkt em wglbtdpbbm gt ;9>7# wjgdj wgcc `pgmo |jb |bcbygtgem dcetbp

|e |jb bzvbpgbmdb ei dgmbak- \jb lewmtglb ei |pkmtag||gmo gm wglbtdpbbm iepak| gt |jk| aepb

djkmmbc tvkdbt kpb pb{rgpbl |e `pekldkt| emc emb vpeopkaab ep aeygb-

4-2 Gm|bpkd|gyb \bcbygtgem

Gm|bpkd|gyb |bcbygtgem gt k ablgra |jk| kccewt gmiepak|gem |e `b |pkmtag||bl gm è|j lgpbd|gemt !

"|we!wk deaarmgdk|gem06

-" G| wgcc bmk`cb demtrabpt |e `pewtb |jperoj ygp|rkc t|epbt kml

tjevt ipea |jbgp jeabt# |e pbdbgyb drt|eagtbl gmiepak|gem kèr| vpelrd|t kml tbpygdbt# |e

cbkpm wg|j ircc yglbe# vckgmo okabt# `rgmo k vpelrd| emcgmb kml pbdbgygmo g| k| jeab# kml te

em- Jbmdb# akm vbevcb jkyb pbokplbl gm|bpkd|gyb \Y kt |jb "Jec Opkgc" ei |jb mbw ablgk#

`bdkrtb |jb `bcgbyb |jk| g| wgcc `b |jb dktj obmbpk|ep ei |jb |bcbygtgem kml bm|bp|kgmabm|

gmlrt|p iep |jb mbz| dbm|rp- Jewbybp# |jbpb kpb teab demt|pkgm|t gm lbcgybpgmo gm|bpkd|gyb

|bcbygtgem# kml k |prb gm|bpkd|gyb |bcbygtgem dkm `b emc `b kdjgbybl |jperoj `pekl`kml ep

ig`pb!ev|gd dk`cb- @pg|gtj \bcbdea# Kcdk|bc# kml Irng|tr jkyb `bbm lbybcevgmo k mbw tt|ba

;7

Mgdhbcc# Neb# L\Y> Me| Pbklw iep Vpgab \gab# _gpbl Mbwt *? Tbv|ba`bp ;77:'# Fj||v>%%www-wgpblmbwt-dea06 Derp|# Pkmlecvj# \Y klt |kgcepbl |e wer# _gpbl Mbwt *;6 Ib`prkp ;77:'# F j||v>%%www-wgpbl-dea


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T|pbmo|jt

Lgog|kcgtk|gem dkm gavpeyb vk |bcbygtgem/t bdemeagdt ` pblrdgmo |pkmtagttgem det|t kmldpbk|gmo aepb drt|eabp ykcrb |jperoj `b||bp gakob {rkcg|# terml# gmdpbktb gm vk!vbp!

ygbw tbpygdbt kml yglbe!em!lbakml

@pekldkt|bp wgcc `b k`cb |e rtb ipb{rbmd tvkdb aepb biigdgbm|c lrb |e |jb lgog|kc`pekldkt|gmo tt|bat

Lgog|kc |bcbygtgem tgomkct wgcc vpeyglb `b||bp ygtrkc kml krlge pbdbv|gem ` deavpbttgmo |jbtgomkct- G| wgcc `b rtbirc iep wglbtdpbbm%JL\Y- Aepbeybp# g| wgcc bmk`cb gm|bpkd|gyb

tbpygdbt# kccewgmo ygbwbpt |e pb{rbt| `kdhoperml gmiepak|gem em k vpeopkaab#

klybp|gtbabm|# b|d- Irp|jbpaepb# g| wgcc bmk`cb jeab tjevvgmo# `kmhgmo# yglbe em lbakml#

vk!vbp!ygbw# blrdk|gem kml kddbtt |e |jb Gm|bpmb| kml b!akgc

Tgagckp |e |jb Gm|bpmb|# lgog|kc \Y kml gm|bpkd|gyb \Y ak lbcgybp `b||bp drt|eabp tbpygdb#kml ak cewbp |jb vpgdbt ei vpelrd|t kml tbpygdbt eiibpbl |jperoj lgog|kc \Y

Cghb |jb kmkceorb arc|g!djkmmbc |bcbygtgem# arc|g!djkmmbc lgog|kc \Y eiibpt km klykm|kob00iep `pekldkt|bpt ei me| lbvbmlgmo bm|gpbc em klybp|gtgmo pbybmrb iep |jbgp gmdeab# `r| em

bcbd|pemgd |pkmtkd|gemt aklb \Y# vk!vbp!ygbw# kml yglbe!em!lbakml pbybmrb

\jbpb gt km bdemeagd `bmbig| iep `pekldkt|bpt |e rtb vk!vbp!ygbw \Y gm |jb lgog|kctr`tdpg`bl bmygpemabm| `bdkrtb |jb ircc det| ei tdpbbmgmo k vkp|gdrckp aeygb# k vkp|gdrckp

tvep|gmo bybm|# b|d-# dkm `b pbdervbl lgpbd|c ipea |jb ygbwbpt# wg|jer| kcgbmk|gmo |jetb

tr`tdpg`bpt rmgm|bpbt|bl gm |jb vkp|gdrckp `pekldkt|-

00 @rojgm# N- kml Opgbhtveep# _# K mbw bpk iep Brpevbkm \Y# \jb AdHgmtb [rkp|bpc *Me 4 ! ;77?'# vo- 72


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_bkhmbttbt

K aknep vpe`cba iep arc|g!djkmmbc lgog|kc \Y gt |jk| |jb lgog|kc vck|iepat gm |jb RH kpbvkgl# kml |e ob| ygbwbpt |e vk |e wk|dj |bcbygtgem gmyecybt k tbpgert t|bv djkmob iep

demtrabpt

Lgog|kc \Y gt aepb cghbc |e `b k |bdjmeceo!lpgybm pk|jbp |jkm `bmbig|!lpgybmvjbmeabmem- Gm akm pbtbkpdj t|rlgbt vpbtbm|bl gm |jgt pbvep| kml gm |jb |we iedrt opervt

dkppgbl er| ` atbci# g| tjewt |jk| |jb @pg|gtj demtrabp lebt me| tbb pbkc `bmbig|t gm

lgog|kc |bcbygtgem

Demtrabpt kpb demirtbl `bdkrtb demirtgmo abttkobt ipea ykpgert terpdbt jkyb `bbm`ea`kplbl em |jba- \jb mbbl |e `b demygmdbl wjgdj vck|iepa gt |jb pgoj| emb iep |jbgp

pb{rgpbabm|t

\jb tcew pk|b ei gm|bpkd|gyb lk|k |pkmtagttgemt# |jb ler`| k`er| |jb tt|ba/t tbdrpg| kmlvpgyk|b gttrbt ak lgtderpkob drt|eabpt |e ba`pkdb gm|bpkd|gyb |bcbygtgem

\jb drppbm| tt|ba ei krlgbmdb abktrpbabm|# @KP@# gt me| trg|k`cb |e aemg|ep |jb arc|g!djkmmbc lgog|kc \Y

Evvep|rmg|gbt

Arc|g!djkmmbc lgog|kc \Y wgcc vpeyglb k vck|iepa iep `b||bp |kpob|gmo |jperoj km gmdpbktgmomra`bp ei mgdjb djkmmbct# iep lgiibpbm| je``gbt# cgibt|cbt kml gm|bpbt|t

Gm|bpkd|gyg| kml emcgmb tbpygdbt wgcc `pgmo |jb evvep|rmg| |e klybp|gtbpt kml `pekldkt|bpt|e hbbv aepb gm |erdj wg|j |jbgp krlgbmdbt# kml bt|k`cgtj k `b||bp rmlbpt|kmlgmo ei |jb

ygbwbpt/ |kt|bt kml vpbibpbmdbt# kml rc|gak|bc `rgcl k lgpbd| pbck|gemtjgv wg|j drt|eabpt-


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 4;

Aepbeybp# klybp|gtbpt kml kobmdgbt wgcc jkyb |jb djkmdb |e aemg|ep km klybp|gtgmo

dkavkgom wjgcb g| gt prmmgmo kml akhb |jb pb{rgpbl djkmobt

\jb gm|bpkd|gyb tbpygdbt wgcc eiibp tbpygdbt trdj kt jeab tjevvgmo# demtrabpt wgcc `b k`cb|e demlrd| `kmhgmo |pkmtkd|gemt |jperoj |jbgp \Y tb|# pb{rbt| aeygbt |e wk|dj wjbmbybp

|jb wkm|# rtb |jb Gm|bpmb| kml b!akgc ikdgcg|gbt# yglbevjemb# kml wk|dj blrdk|gemkc

vpeopkaabt

Gm |jb ablgra |bpa |jb krlgbmdb tboabm|k|gem kml klybp|gtgmo biibd|gybmbtt wgcc `bdeabbktgbp |e |pkdh kml abktrpb gm |bpat ei lgpbd| pbtvemtb# dcgdh |jperoj# b|d

\jb gm|bpkd|gyg| kml |jb Gm|bpmb| kddbtt vpeyglbl ` lgog|kc \Y wgcc abkm |jk|demtrabpt%ygbwbpt le me| jkyb |e `b G\!cg|bpk|b |e kddbtt gmiepak|gem ep `r vpelrd|t kml

tbpygdbt bcbd|pemgdkcc

@pkml ewmbpt wgcc `b k`cb |e rtb |jb ablgk gm demnrmd|gem wg|j gm|bpkd|gyg| gm k aepbgm|bpbt|gmo wk |jkm nrt| tgavcb tve| klybp|gtgmo- \jb wgcc `b k`cb |e gmdcrlb deavb|g|gem#

okabt ba`bllbl gm |jb klybp|gtgmo# b|d- rtb vpeopkaab tvemteptjgv# klybp|epgkct#

vpeopkaab de!irmlbl# gmieabpdgkct# b|d

\jb ablgra wgcc vpeyglb epokmgtk|gemt wjgdj kpb rtbl |e legmo `rtgmbtt ` jeabtjevvgmo km evvep|rmg| |e wglbm |jbgp drt|eabp `ktb |e vbevcb wje |vgdkcc wgcc me| `r

eii |jb vkob# kml kcte |e wglbm |jb tbcbd|gem ei oeelt |jk| |jb dkm tbcc

\jpbk|t

\jb arc|g!djkmmbc lgog|kc |bcbygtgem bmygpemabm| wgcc cbkl |e k opbk|bp ipkoabm|k|gem ei |jbablgra# kml aktt deybpkob evvep|rmg|gbt wgcc `b ybp lgiigdrc| |e pbkdj- Aepbeybp# |jbpb

gt k ve|bm|gkc |jpbk| ei gmk`gcg| ei lgog|kc \Y |e gmybt| gm vpeopkaagmo wjgdj ak cgag| g|t

krlgbmdb tjkpb


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_g|j jrmlpblt ei djkmmbct# |jbpb gt k lkmobp ei ygbwbpt ~kvvgmo kcc |jb |gab# kml `rgclgmoaktt krlgbmdb deybpkob agoj| `b ybp lgiigdrc| |kth- Biibd|gyb ablgk vckmmgmo ak

`bdeab ybp lgiigdrc|

Lgog|kc \Y ak jkyb vpe`cbat pbkdjgmo dpg|gdkc aktt lrb |e |jb det|t ei |jb b{rgvabm|pb{rgpbl |e pbdbgyb lgog|kc tgomkct

Lgog|kc \Y wgcc deavb|b wg|j e|jbp ablgk trdj kt |jb Gm|bpmb|# lgog|kc pklge# mbwtvkvbpt#akok~gmbt# b|d- \bcbygtgem jkt kcpbkl cet| ;2 ei krlgbmdb tjkpb |e Gm|bpmb| rtbpt

04- Gm

kllg|gem# ygbwgmo ak kcte lbdcgmb lrb |e |jb deavb|g|gem ipea e|jbp kd|gyg|gbt kml

`bdkrtb |jb "cbgtrpb tedgb|" gt kt bcrtgyb kt bybp-

\jb lewm|rpm gm |jb RH kml |jb wepcl bdemea dercl cbkl |e |jb pblrd|gem eidemtrabptlgtvetk`cb gmdeab# wjgdj dercl kiibd| |jb vkdb ei klev|gem ei lgog|kc |bcbygtgem

4-? VBT\ Kmkcwtgt

\jb VBT\ ipkabweph gt kvvcgbl |e kttbtt |jb akdpebmygpemabm|kc iepdbt |jk| ak kiibd| |jb

t|pk|bo kml deavb|g|gyb vetg|gem ei lgog|kc |bcbygtgem- \jb kmkctbt gm cgt|bl gm eplbp ei

gavep|kmdb-

Vecg|gdkc

\jb vpeae|gem ei lgog|kc `pekldkt|gmo gm |jb RH jkt `bbm lpgybm ` |jb gmdpbktgmolbakml iep ipb{rbmdgbt iep mbw wgpbcbtt rtbt# btvbdgkcc gm |jb igbcl ei vbptemkc

deaarmgdk|gem# wjgdj kpb ve|bm|gkcc crdpk|gyb iep |jb RH oeybpmabm|

04Agccbp# Opbo#Gm|bpmb|/t Gavkd| em \Y Ygbwbptjgv Tcgoj|# T|rl Igmlt# Cet Kmobcbt \gabt *;0 Meyba`bp ;77:'#

F j||v>%%www-ck|gabt-dea


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Gm eplbp |e eybpdeab |jb aet| tbpgert djkccbmob ikdgmo lgog|kc `pekldkt|bpt# wjgdj gt |evbptrklb @pg|gtj demtrabpt |e `r |jb b{rgvabm| pb{rgpbl |e pbdbgyb lgog|kc `pekldkt|t gm

|jbgp kmkceorb \Y tb|t# |jb @pg|gtj oeybpmabm| jkt tb| k lk|b iep |jb bmlgmo ei kmkceorb

`pekldkt|gmo# vpe`k`c `b|wbbm |bm kml igi|bbm bkpt0 bcbd|pemgd *lgog|kc kml

kmkceorb |bcbygtgem# pklge# Gm|bpmb|# b|d-'# vpgm| *akok~gmbt kml mbwtvkvbpt'# er|!ei!jeab

*dgmbak# er|leep# |pkmtvep|# gm!t|epb# b|d-'# kml e|jbp ablgk *lgpbd| akphb|gmo# b|d-'-

Kt g| gt bzvckgmbl gm djkv|bp 2 kml :# klybp|gtgmo wkt pbokplbl kt k aktt akphb|gmo

deaarmgdk|gem |eec# wjgdj dercl pbkdj aktt krlgbmdb kcaet| gmt|km|c- Vkp|gdrckpc#

|bcbygtgem vpeyglbl k vbpibd| vck|iepa kml |jb opbk| ykcrb ei |bcbygtgem |e klybp|gtbpt eybp |jb

ckt| 46 bkpt gm |jb RH jkt `bbm |jb k`gcg| |e pbkdj aktt akphb|t9?

- Jewbybp# |jb ablgk

ckmltdkvb lrpgmo |jb ;776t jkt djkmobl lrb |e irp|jbp ablgk kml krlgbmdbt/ ipkoabm|k|gem#

gmdpbktbl tk|rpk|gem# kml kddbttg`gcg|# wjgdj jkt vpbttrpgtbl |jb |pklg|gemkc akphb|gmo

vkpklgoa-

Lgog|kc arc|g!djkmmbc |bcbygtgem gt `pgmogmo emb ei |jb aet| lgiigdrc| djkccbmobt iep klybp|gtbpt

kml akphb|bpt# wjgdj gt jew |e pbkdj k aktt krlgbmdb gm k jgojc ipkoabm|bl ablgra- Gm |jb

vkt|# gi k deavkm gm |jb RH wkm|bl |e dpbk|b gm|bpbt| kml kwkpbmbtt gm k mbw vpelrd| g|

wercl gmybt| gm k ibw klybp|gtgmo tce|t lrpgmo |jb ck|bt| G\Y dpgab lpkak# t|gdh rv teab

`gcc`ekpl vet|bpt gm ab|pevecg|km kpbkt kml `r k ibw vkobt gm k mk|gemkc vpbtt# kml |jbm g|

wercl tg| `kdh kml wkg| iep |jb vjembt |e t|kp| pgmogmo9:

- Lgog|kc |bcbygtgem wgcc eiibp k opbk|bp

9? Cemojrpt|# Vkrc# _jk|/t em Djkmmbc


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ?;

deavcgdk|bl kml aepb bzvbmtgyb |e pbkdj- Kddeplgmo |e Agdjkbc Vep|bp# wjbm tr`t|g|r|bt

`bdeab aepb k||pkd|gyb gm |bpat ei vpgdb# vbpiepakmdb ep `e|j# teab `rbpt wgcc `b |bav|bl |e

aeyb |jbgp jk`g| kwk ipea |jb epokmgtk|gemt gm |jb gmlrt|p- \jbpbiepb# kt klybp|gtgmo det|t ei

pbkdjgmo km krlgbmdb kdpett k mra`bp ei djkmmbct ak gmdpbktb# btvbdgkcc em |bcbygtgem#

klybp|gtbpt ak tbbh er| mbw wkt ei deaarmgdk|gmo kml pbkdjgmo aktt krlgbmdb aepb

biigdgbm| kml biibd|gyb- Aepbeybp# gm |jgt tdbmkpge teab akphb|gmo |eect ak `b aepb det|!

biibd|gyb |jkm klybp|gtgmo- \jb deavb|g|gem ei tr`t|g|r|bt iep klybp|gtgmo wg|jgm |jb akphb|gmo

deaarmgdk|gem |eect *vpeae|gem agz' wercl `b lgpbd| akphb|gmo# vr`cgd pbck|gem *VP'# tkcbt

vpeae|gem# vbptemkc tbccgmo# tvemteptjgv# bzjg`g|gemt# depvepk|b glbm|g|# vegm|!ei!tkcb# b|d-

9-0-;-4 @kpokgmgmo Vewbp ei Trvvcgbpt

\jb `kpokgmgmo vewbp ei |jb klybp|gtgmo kobmdgbt gm |jb RH gt cew- \jb pbktem gt |jk| |jbpb kpb

tbybpkc ircc tbpygdb kobmdgbt# dpbk|gyb tjevt kml ablgk gmlbvbmlbm|t gm |jb akphb|# kml |jb

deavb|g|gem kaemot| |jba gt igbpdb- Gm kllg|gem# klybp|gtbpt kpb gmdpbktgmoc lbakmlgmo

abktrpk`cb dkavkgomt |e nrt|gi |jbgp klybp|gtgmo `rlob|t8 |jb kpb ceehgmo iep aepb det|!

biibd|gyb akmmbpt ei deaarmgdk|gmo |jbgp abttkob- \jgt `peroj| |jb evvep|rmg| |e |jb `bcew!

|jb!cgmb kd|gyg|gbt# kml klybp|gtbpt jkyb rtbl aepb ei|bm lgtdgvcgmbt trdj kt tkcbt vpeae|gem#

lgpbd| akphb|gmo# lk|k`ktb akphb|gmo# b|d- \jgt gmlgdk|bt |jk| |jb klybp|gtbpt jkyb |jb

`kpokgmgmo vewbp eybp |jb klybp|gtgmo kobmdgbt-

Em |jb e|jbp jkml# ablgk vewbp jkt oemb gm|e |jb jkmlt ei ibw aknep vckbpt?;

- Gm kllg|gem# gt

cghbc |jk| k jkmlirc ei aknep oce`kc ablgk deavkmgbt wgcc deab |e leagmk|b |jb gmlrt|p-

?;Tjkmmem# Nejm#@pkmlt aeyb gm em oce`kc ygcckob# Akphb|gmo _bbh *;< Nkmrkp ;777'# vo- 4


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9-0-;-2 Deavb|g|gyb Pgykcpw

Klybp|gtgmo# btvbdgkcc |bcbygtgem klybp|gtgmo# jkt jkl |jb akgm klykm|kob ei deaarmgdk|gmo

kml pbkdjgmo ckpob krlgbmdbt gm k det|!biibd|gyb akmmbp- \jb opbk|bp ipkoabm|k|gem ei lgog|kc

\Y ak cbkl |jb det|t ei kgp|gab |e lbdpbktb gm |jb mgdjb djkmmbct# `r| |jbtb djkmmbct wgcc

pbkdj takcc krlgbmdbt- K| |jb tkab |gab# vpgdbt k| |jb ibw \Y djkmmbct |jk| wgcc pbkdj `goobp

krlgbmdbt ak `bdeab ybp bzvbmtgyb# `bdeagmo vpejg`g|gyb iep akm klybp|gtbpt- \jrt#

klybp|gtbpt wje mbbl |e pbkdj ckpob krlgbmdbt wgcc jkyb |e tvpbkl |jbgp abttkobt kdpett gm|e

tbybpkc |bcbygtgem djkmmbct# wjgdj ak kcte `b ybp bzvbmtgyb- Kt krlgbmdbt wgcc ipkoabm|

bybm irp|jbp# kt wbcc kt |jb ablgk ckmltdkvb# wg|j gmdpbktbl tk|rpk|gem kml kddbttg`gcg| ei

ablgk# klybp|gtbpt wgcc ceeh iep aepb det|!biibd|gyb wkt# kml mbw akmmbpt |e kdjgbyb |jb

krlgbmdbt- \jbpbiepb# |jb deavb|g|gem wgcc deab ipea e|jbpt klybp|gtgmo ybjgdcbt trdj kt

pklge# |jb Gm|bpmb|# dgmbak# er|leept# mbwtvkvbpt# akok~gmbt# vet|bpt# kml lgpbd| akgc-

9-4 Klybp|gtgmo gm |jb Arc|g!djkmmbc Lgog|kc \Y Bmygpemabm|

Lgog|kc |bcbygtgem kob wgcc `pgmo jrmlpblt ei deaabpdgkc djkmmbct# kml |jbpb kpb tvbdrck|gemt

|jk| g| wgcc `b gavettg`cb |e klybp|gtbpt pbkdj k aktt krlgbmdb gm |jgt bmygpemabm|- Jewbybp#

|jgt glbk ak me| mbdbttkpgc `b |prb `bdkrtb |jbpb wgcc `b teab vpeopkaabt |jk| wgcc jkyb

aktt kvvbkc# wjbpb klybp|gtbpt dkm |kpob| |e ckpob krlgbmdbt *tbb djkv|bp :'- Mbybp|jbcbtt# g|

wgcc vpeyglb k vck|iepa iep `b||bp |kpob|gmo?0

|jperoj km gmdpbktgmo mra`bp ei mgdjb djkmmbct#

iep lgiibpbm| cgibt|cbt# je``gbt# kml gm|bpbt|t- Gm |jb cemo!|bpa klybp|gtbpt wgcc `b k`cb |e |kpob|

gmlgyglrkct pk|jbp |jkm lbaeopkvjgd opervt- Gm |jb tjep| kml ablgra!|bpa |jb klybp|gtgmo em

?0Tk|bccg|b ) Dk`cb \bcbygtgem# Cbgtrpb Gm|bccgobmdb!Agm|bc *Krort| ;77?'# vo- 0:


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ablgk vckmmbpt |e |kpob| tvbdgigd obeopkvjgdkc kpbkt wg|jgm k derm|p# dg|# ep `eperoj- \jb

wgcc `b k`cb |e kgp km klybp|gtgmo dkavkgom wg|j lgpbd| vrpdjktgmo cgmht# tkcbt vpeae|gem kml

te em |e ybp tvbdgigd kpbkt-

Kme|jbp gavep|km| gttrb iep ablgk vckmmgmo gm |jb lgog|kc |bcbygtgem bmygpemabm|# *wg|jgm

jgojc ipkoabm|bl krlgbmdb kml ablgk' wjgdj wgcc vpe`k`c `b pkgtbl kokgm# gt |jb lb`k|b

wjb|jbp |jbpb gt k |jpbtjecl mra`bp ei bzvetrpbt |jk| gt mbblbl `biepb klybp|gtgmo wepht# ep

lebt |jb igpt| klybp| |jk| |jb ygbwbpt tbb jkyb teab biibd| kml |jbm lgagmgtjgmo pb|rpmt tb|!gm

opklrkcc- Mewklkt# g| gt obmbpkcc kddbv|bl |jk| |jpbb bzvetrpbt kpb mbdbttkp kt k agmgara

kml |bm kt k akzgara `biepb gavpbttgem# kwkpbmbtt# kml cbkpmgmo eddrpt- Kt klybp|gtbpt/ kga

gt |e akzgagtb deybpkob kml |e orkpl kokgmt| bzdbttgyb ipb{rbmd# kml kcc |e ei|bm deavkmgbt

kpb djeetgmo k vecgd ei taee|j pk|jbp |jkm `rpt| klybp|gtgmo vckmt# |jb ablgk vckmmbpt wgcc

jkyb |e pbkttbtt |jb deybpkob kml ipb{rbmd demdbv|t- Kc|jeroj |jb pgtb ei |jb kc|bpmk|gyb

ablgk kccewt klybp|gtbpt |e |kpob| demtrabpt aepb kddrpk|bc# pbkdjgmo k aktt akphb| gm emb

jg| jkt `bdeab aepb lgiigdrc| ep wgcc bybm `b gavettg`cb gm |jb ir|rpb- Kt k pbtrc|# |jb vckmmgmo

ei ablgk iep ckpob klybp|gtbpt jkt `bdeab aepb |gab demtragmo- \jbpbiepb# |jb ablgk vckmmbp

ep `rbp jkt |e t|proocb wg|j jew |e kdjgbyb |jb akzgara bzvetrpb ei |jbgp dcgbm| k| |jb

ev|gara det| ei lbcgybp-

:-0-; \jb Aknep Vpe`cbat Kiibd|gmo Ablgk Vckmmgmo gm |jb Lgog|kc

\bcbygtgem Bmygpemabm|

Kt bzvckgmbl vpbygertc# ablgk vckmmgmo jkt `bbm ikdgmo akm djkmobt gm |jb ablgk

ckmltdkvb# kml g| wgcc demipem| bybm aepb djkccbmobt gm |jb ir|rpb- \jb aktt deybpkob

evvep|rmg|gbt gm lgog|kc |bcbygtgem ak `b lgcr|bl lrb |e ablgk ipkoabm|k|gem# kml krlgbmdb


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;6?

ipkoabm|k|gem kml `rgclgmo deybpkob wgcc `b k lgiigdrc| |kth- \kpob|gmo k aktt krlgbmdb

|jperoj |bcbygtgem cghb g| wkt lemb gm |jb vkt|# gt t|kp|gmo |e `b lgiigdrc|# kml gm |jb ir|rpb g| wgcc

`bdeab bybm aepb lgiigdrc|- Rm|gc ;7:;# gi k deavkm jkl k vpelrd|# vkp|gdrckpc k mbw emb# k

deavkm dercl tckv g| em G\Y kml `b dbp|kgm |jk| |jb aknepg| ei |jb vevrck|gem wercl jkyb

tbbm g| ki|bp nrt| |jpbb ep ierp wbcc!djetbm tve|t gm |jb agllcb eiDepemk|gem T|pbb|kmlMbwt

k| \bm77

-

Mbw t|pk|bogbt wgcc `b mbdbttkp# kml |jb rtb ei k dea`gmk|gem ei lgiibpbm| deaarmgdk|gem

|eect# me| nrt| tve| klybp|gtgmo# |e |kdhcb |jgt vpe`cba- Gm eplbp |e |kpob| kml pbkdj `go

krlgbmdbt gm |jb ablgra!|bpa# ablgk vckmmbpt wgcc mbbl |e rtb k |kvbt|p;66

ei lgiibpbm| takcc

djkmmbct gm lgog|kc \Y# akgmt|pbka |bppbt|pgkc djkmmbct# kml vkp|gdrckpc |jb vevrckp

vpeopkaabt# kml k ykpgb| ei deaarmgdk|gem |eect trdj kt `pekldkt| tvemteptjgv#

gmieabpdgkct# lbtdpg`bl gm djkv|bp 2- Gm |jb lgog|kc |bcbygtgem bmygpemabm| ygbwbpt wgcc

mkygok|b |jb \Y ` |jb BVO *bcbd|pemgd vpeopkaab orglb'# wjgdj wgcc orglb |jbgp ygbwgmo

kperml;6;

- Kt dg|bl em djkv|bpt 2 ) 9# gm |jb cemo!|bpa |jb akphb|gmo deaarmgdk|gem vckmt

wgcc `b kperml |jb aknep vpeopkaabt kml "\Y ok|bwkt;60

-" Igpt| `bdkrtb vbevcb kpb ybp

tvbdgigd k`er| ablgra pbvbp|egpb kml |jb akhb tvbdgkc kvvegm|abm|t |e wk|dj tvbdgigd

vpeopkaabt# |jrt vpeopkaabt wgcc vpe`k`c `b aepb gavep|km| |jkm djkmmbct- Tbdeml# " \Y

ok|bwkt" wgcc `b k ibw t|pemo djkmmbct |jk| wgcc hbbv k||pkd|gmo aepb krlgbmdb |jkm e|jbp

djkmmbct# kml wephgmo cghb Gm|bpmb| "Vep|kct#" wjbpb |jb ygbwbpt wgcc `b k`cb |e drt|eagtb kml

lbtgom kddeplgmo |e bkdj ygbwbpt/ vkp|gdrckp |kt|bt kml mbblt- Gm tra# ablgk t|pk|bogt|t wgcc

77 K`pkjkat# @-# \jb emc dbp|kgm gt rmdbp|kgm|# Akphb|gmo *04 Kvpgc ;77:'# vo- 00;66 @bm|cb# T|bvjkmgb#Lgog|kc Lgcbaak# Akphb|gmo _bbh *< Nrmb ;77:'# vo- 0:;6;

Gm|bpygbw wg|j Ap Kmlpbw _kcatcb# @@J/t Jbkl ei Mbw Ablgk

;60 Vbptemkcgtbl Vkobt Ogyb Rtbpt Aepb Dem|pec# MRK Gm|bpmb| Trpybt *06 Ed|e`bp ;77:'# Fj||v>%%www-mrk-gb


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;6:

jkyb |e iedrt em wjgdj vpeopkaab |jb wgcc tdjblrcb |jb |bcbygtgem klybp|gtgmo iep# pk|jbp

|jkm wjk| |gab g| gt em-

\jb tkab prcb gt kvvcgbl iep `pkmlgmo *tbb djkv|bp 9 g|ba 9-2'# vkp|gdrckpc wg|j mbw vpelrd|t

kml aktt demtrav|gem vpelrd|t# wjgdj wgcc `b emb ei |jb aknep djkccbmobt gm |jb lgog|kc kob-

\jb demdbv| ei `pkmlgmo gt dpbk|gmo ep bmjkmdgmo `pkml kwkpbmbtt# ikab# kml b{rg|# kml gm

eplbp |e dpbk|b kwkpbmbtt kml ikab gm k jgojc ipkoabm|bl ablgra# trdj kt lgog|kc |bcbygtgem#

g| wgcc `b ybp lgiigdrc| kml bzvbmtgyb-

@rgclgmo deybpkob iep km klybp|gtgmo dkavkgom gm k jgojc ipkoabm|bl krlgbmdb kml ablgra

kt g| gt gm lgog|kc |bcbygtgem wgcc kcte `b k ybp lgiigdrc| |kth- Gm kllg|gem# ~kvvgmo ak gmdpbktb

gm lgog|kc |bcbygtgem kml |jbpb gt k |jpbk| ei ygbwbpt twg|djgmo |e tr`tdpgv|gem djkmmbct wg|jer|

klybp|gtbabm|t- Gm demdcrtgem# biibd|gyb ablgk vckmmgmo wgcc `b jkplbp |jkm g| gt |elk-

Gm|bpkd|gyb |bcbygtgem wgcc vetb |jpbk|t# kt bzvckgmbl `biepb-

:-0-0 \jb Evvep|rmg|gbt ei Ablgk Vckmmgmo

\jbpb wgcc `b akm evvep|rmg|gbt iep ablgk vckmmbpt gm lgog|kc |bcbygtgem- \jb krlgbmdb

ipkoabm|k|gem ak cbkl |e aepb biibd|gyb |kpob|gmo- Lgog|kc |bcbygtgem wgcc gmdpbktb |jb

mra`bpt ei mgdjb djkmmbct iep lgiibpbm| gm|bpbt|t# je``gbt# cgibt|cb# trdj kt Akmdjbt|bp Rmg|bl

Djkmmbc *AR\Y'# oeci djkmmbc# igtjgmo djkmmbc# iee|`kcc djkmmbc# Ieparck ; djkmmbc# kml te

iep|j- \jbtb mgdjb djkmmbct wgcc vpeyglb km evvep|rmg| iep `b||bp |kpob|gmo kml pbkdjgmo |jb

pgoj| krlgbmdb wg|jer| wkt|b- Gm |jb ablgra |e cemo!|bpa# lgog|kc |bcbygtgem kml gm|bpkd|gyg|

wgcc kccew `pekldkt|bpt# klybp|gtbpt# kml ablgk vckmmbpt |jb djkmdb |e hbbv gm |erdj wg|j

krlgbmdbt# kml bt|k`cgtj k `b||bp rmlbpt|kmlgmo ei |jbgp |kt|bt kml vpbibpbmdbt- \jgt wgcc cbkl |e


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`b||bp ablgk t|pk|bo kml km biibd|gyb ablgk vckm- \jb pbkc evvep|rmg| |e le |jk| wgcc deab

wg|j gm|bpkd|gyg|# wjbm |jb "|we!wk deaarmgdk|gem" wgcc `b vettg`cb- Gm |jb cemo!|bpa#

"emb!|e!emb deaarmgdk|gem" wgcc `b kykgck`cb kml g| wgcc `b ibktg`cb |e |pkdh kml rmlbpt|kml

bkdj gmlgyglrkc |bcbygtgem rtbp# kml bkdj gmlgyglrkc wgcc |kch `kdh |e |jb klybp|gtbp ep

`pekldkt|bp-

Lgog|kc |bcbygtgem wgcc tecyb k vpe`cba |jk| jkt `bbm gmdpbktgmo kaemot| klybp|gtbpt# ablgk

kobmdgbt# klybp|gtgmo kobmdgbt kml `pekldkt|bpt# wjgdj gt jew |e abktrpb |jb biigdgbmd kml

biibd|gybmbtt ei km klybp|gtgmo dkavkgom kml ablgk t|pk|bo- Gm |jb ablgra |e cemo!|bpa# wg|j

|jb gm|bpkd|gyg|# ablgk vckmmbpt wgcc `b k`cb |e abktrpb gm pbkc!|gab em k wbbhc ep lkgc

`ktgt;64

# jew akm vbevcb jkyb pbtvemlbl ep dcgdhbl!|jperoj |e klybp|gtgmo ` lgpbd|

pbtvemtb;6 Akphb|gmo |e

\eaeppew/t Demtrabp- Agm|bc Gm|bpmk|gemkc Operv- ;77:'# |jb pgoj| t|pk|bo |e deaarmgdk|b

|jb abttkob wg|j demtrabpt art| `b `ktbl em gm|bopg|# {rkcg| t|k|babm|t# jembt| kml

evbmmbtt ` rtgmo k ablgk wg|j jgoj dpblg`gcg|- G| abkmt |jk|# |jb gavkd| ei klybp|gtgmo gm k

jgoj dpblg`cb ablgra wgcc `b lgiibpbm| ipea |jk| gm k cew dpblg`cb ablgra rvem km glbm|gdkc

krlgbmdb# kml |jb drppbm| tt|ba lebt me| abktrpb ep dkmme| deavkpb |jb {rkcg|k|gyb ktvbd|t

ei lgiibpbm| ablgk-

\jb kd|rkc |bcbygtgem pk|gmo *\YP' nrt| |bcc "teab vkp| ei |jb t|ep" `bdkrtb "tbbm gm |bpat ei

@KP@ pk|gmot gt lbigmbl kt k vbptem `bgmo gm |jb tkab peea kt k \Y iep ;2 tbdemlt wg|j |jb

\Y twg|djbl em-;;6

"- \jrt# |jb tt|ba lebt me| pbkcc abktrpb gi |jb vbptem pbkcc wk|djbl |jb

vpeopkaab ep me|- \jgt jkt kcte km gavkd| em |jb |bpa ei E\T# `bdkrtb me| bybp ygbwbp |jk|

gt wk|djgmo k vpeopkaab gt kcte wk|djgmo |jb klybp|gtbabm|t- Demtb{rbm|c# gm lgog|kc arc|g!

djkmmbc |bcbygtgem wjbpb tbybpkc djkmmbct wgcc deavb|b iep k igmg|b klybp|gtgmo tvbml g| wgcc `b

;;6 Akptjkcc# D# Klybp|gtgmo# \jb Bdemeagt| @eeht *Vpeigcb @eeht# Cemlem# ;77:'# vo-;?7


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;;4

bz|pbabc gavep|km| |e lbaemt|pk|b |jk| me| emc |jb mra`bp ei ygbwbpt tr`tdpg`bt |e k

djkmmbc;;;

# `r| kcte |jk| |jb wk|dj iep km kybpkob ei k mra`bp ei pbkcgt|gd jerpt-

\jb klybp|gtgmo kml ablgk gmlrt|pgbt wgcc jkyb |e lbygtb mbw |pklgmo abdjkmgtat kml

djkpogmo aelbct |e lbkc wg|j |jb mbw pbkcg|gbt |jk| lgog|kc |bcbygtgem wgcc gavetb- Iep gmt|kmdb#

tjercl klybp|gtbpt kml ablgk vckmmbpt%`rbpt |pklb em orkpkm|bbl cbybct ei deybpkob pk|jbp

|jkm pk|gmot5 Gm kllg|gem# det| vbp |jertkml gt cghbc |e deab lewm# kml det| vbp deybpkob

vegm| gt cghbc |e gmdpbktb- Aepbeybp# |jb drppbm| krlgbmdb abktrpbabm| tt|ba ! @KP@ ! wgcc

me| `b k`cb |e abktrpb |jb krlgbmdb ipkoabm|k|gem |jk| wgcc eddrp gm |jb lgog|kc kob# wjgdj wgcc

akhb |jb |kth ei `rgmo kgp|gab k ybp lgiigdrc| kttgomabm|-

:-< \jb \bcbygtgem Krlgbmdb Abktrpbabm| Twt|ba

\jb drppbm| abktrpbabm| tt|ba gm |jb RH ! @KP@ *@pekldkt|bp/t Krlgbmdb Pbtbkpdj @ekpl'

gt me| biigdgbm| gm abktrpgmo ipkoabm|bl krlgbmdbt em |bppbt|pgkc# dk`cb# kml tk|bccg|b |bcbygtgem-

"Kt ipkoabm|k|gem |khbt vckdb te |jb kddrpkd ei vr`cgtjbl pk|gmot lbdcgmbt kml |jbpb gt kcte

aepb icrd|rk|gem gm |jb vr`cgtjbl pbtrc|t;;0

- Gm |jb lgog|kc |bcbygtgem bmygpemabm| wg|j

jrmlpblt ei djkmmbct# |jb drppbm| tt|ba wgcc me| `b k`cb |e aemg|ep |jb takcc djkmmbct- Gm

eplbp |e ogyb |jb ablgk vckmmbp k `b||bp abktrpbabm| ei krlgbmdb cbybct ei vkp|gdrckp djkmmbct#

g| wgcc `b mbdbttkp |e gmdpbktb tgomgigdkm|c |jb tkavcb tg~b-

;;;Okmlbp# Vkrc# Dkv|gyb Krlgbmdbt# Akphb|gmo _bbh- *9 Meyba`bp ;77?'# vo-


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;; Iedrt operv vpeigcbt>

TbzAkcb

Ibakcb

9

9

Kob00 ! 46

4; !

"^kvvgmo wgcc `bdeab k wk ei cgib wg|j jrmlpblt ei djkmmbct-"


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Djkv|bp 7 ! \jb Trpyb ! Demtrabpt/ kml Gmlrt|p/t Drppbm| Ygbw

Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;;7

Iep |jba aepb djkmmbct abkm| cbtt {rkcg| vpeopkaabt- E|jbp pbtvemlbm| tkgl>

"_g|j jrmlpbl ei djkmmbct G ka weppgbl kèr| |jb {rkcg| ei \Y- Bybm wg|j dk`cb# G ka t|gcc

wk|djgmo @@D ; ) 0 ardj aepb |jkm |jb dk`cb djkmmbct# `bdkrtb ei |jb {rkcg| ei

vpeopkaabt-"

Aepbeybp# |jb ibakcb operv wkt demdbpmbl |jk| @pg|gtj |bcbygtgem wercl `bdeab cghb

Kabpgdkm |bcbygtgem# wjbpb aet| ei djkmmbct `pekldkt| tekv evbpkt- Gm dem|pkt|# |we

pbtvemlbm|t gm |jb akcb operv tkw `bmbig|t trdj kt gm|bpkd|gyb \Y# tjevvgmo ygk \Y# `b||bp

{rkcg| ei vgd|rpb kml terml- \jb pbtrc|t troobt| |jk| abm kpb aepb kwkpb ei |jb |bdjmgdkc

ktvbd|t ei |jb mbw |bdjmeceo# kml weabm kpb aepb demdbpmbl wg|j {rkcg| ei vpeopkaabt em

\Y-

Gm|bpkd|gyb tbpygdbt em |bcbygtgem

\jb ibakcb operv lgl me| hmew wjk| gm|bpkd|gyb tbpygdbt wbpb# kml |jb jkl me| jbkpl kèr|

g|- Gm dem|pkt|# |jb aknepg| ei pbtvemlbm|t gm |jb akcb operv wkt kwkpb ei g|# kml hmbw

teab|jgmo kèr| g|- Aet| ei |jba dg|bl |jb Gm|bpmb| kt km bzkavcb ei gm|bpkd|gyb ablgra- \jb

aknepg| ei |jb pbtvemlbm|t gm è|j opervt pborckpc rtb ep jkyb rtbl |jb Gm|bpmb| akgmc iep

deaarmgdk|gem# kdklbagd vrpvetbt kml cbgtrpb-

Tjevvgmo ygk \Y

Kc|jeroj |jb aknepg| ei |jb ibakcb pbtvemlbm|t jkyb rtbl lgpbd| akgc kml dk|kceorbt |e `r

vpelrd|t# |jb wbpb me| wgccgmo |e rtb |jb |bcbygtgem |e le tjevvgmo- \jb jkyb ibkp gm cetgmo

|jb tedgkc tglb ei dem|kd|gmo vbevcb kml |kchgmo |e |jba wjgcb tjevvgmo- Gm kllg|gem# |jb wbpb


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demdbpmbl kèr| `bgmo gmicrbmdbl ` |jb \Y# kml kt k pbtrc| |jb vpe`k`c wercl eybp!tjev-

Jewbybp# vbevcb cgygmo gm |jb derm|ptglb wercl `bmbig| ipea g|- Emb ibakcb pbtvemlbm| tkgl>

"Bybm gi teab|jgmo gm |jb dk|kceorb ep em |jb \Y k||pkd|t er# g| t|gcc ckdht gmiepak|gem trdj kt

|erdjgmo g|# |jb hgml ei ak|bpgkc |jk| gt aklb ei# kml tg~b- Gm |jb derm|ptglb dk|kceorbt kpb yg|kc

`bdkrtb |jbpb kpb me tjevt kperml# |jrt tjevvgmo ygk \Y dercl `b ybp rtbirc |jbpb-"

Gm dem|pkt|# |jb aknepg| ei |jb akcb operv jkl me| rtbl dk|kceorb ep lgpbd| akgc |e le

tjevvgmo# kml k demtbmtrt wkt me| pbkdjbl gi |jb wercl rtb ep me| |jb \Y |e le tjevvgmo-

Jewbybp# |we ermo pbtvemlbm|t rtbl |jb Gm|bpmb| emdb |e `r vpelrd|t# `r| è|j wbpb

bzvbpgbmdbl Gm|bpmb| rtbpt- \jbtb pbtrc|t ak troobt| |jk| ermobp akcbt kpb aepb

bm|jrtgkt|gd kml ev|gagt|gd kèr| |bdjmeceo |jkm weabm# kml bzvbpgbmdbl emcgmb rtbpt kpb

aepb cghbc |e rtb |jb mbw ablgra |e vrpdjktb vpelrd|t-

@kmhgmo ygk \Y

Tbdrpg| gt km bttbm|gkc gttrb# kml è|j iedrt opervt tjewbl demdbpm kèr| g|- \jb aknepg| ei

|jb akcbt wbpb me| wgccgmo |e rtb `kmh ikdgcg|gbt ep |e vbpiepa |pkmtkd|gemt em \Y- Gm dem|pkt|#

|jb aknepg| gm |jb ibakcb operv wbpb wgccgmo |e rtb |jgt tbpygdb em \Y# akgmc `bdkrtb |jb

kpb rtgmo |jb vjemb `kmhgmo kcpbkl- Jewbybp# gi |jb `kmhgmo tt|ba em \Y rtbt |jb Gm|bpmb|

kt k vck|iepa# |jb tjewbl demdbpm kèr| |jb ckdh ei tbdrpg| em |jb tt|ba- \jb ibakcb operv

pbkdjbl km gm|bpbt|gmo demtbmtrt# |jb tjewbl demdbpm kèr| deavkmgbt kml |jb Oeybpmabm|

aemg|epgmo kml dem|peccgmo bybpemb/t gmiepak|gem kml cgib- Aepbeybp# |jb wbpb kipkgl ei

pbdbgygmo km bmepaert kaerm| ei nrmh akgc# `bdkrtb |jb `bcgbyb |jk| `kmht kml btvbdgkcc |jb

dpblg| dkpl deavkmgbt tbcc |jbgp lk|k`ktb |e lgpbd| akphb|gmo deavkmgbt- Kme|jbp gm|bpbt|gmo

pbakph wkt>


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;0;

"G ka kipkgl ei tjkpgmo a gmiepak|gem wg|j @go @pe|jbp# |jk| tdkpbt ab8 jb gt oegmo |e dem|pec

erp cgybt-"

Vckwgmo Okabt em \Y

\jb aknepg| gm è|j opervt wkt ev|gagt|gd kml vpe`k`c wercl rtb |jb okab ikdgcg|gbt- \jb

pbtvemlbm|t |jk| jkl djgclpbm kopbbl |jk| |jb kpb aepb cghbc |e jkyb |jgt tep| ei tbpygdb gm

|jbgp jeab# `bdkrtb |jbgp djgclpbm wercl pb{rbt| g|-

Drppbm| \bcbygtgem @pekldkt|gmo

Gm è|j iedrt operv |jb pbtvemlbm|t wbpb tk|gtigbl wg|j |jb drppbm| vpeopkaabt# kt emb akcb

pbtvemlbm| tkgl>

"G pbkcc cghb |jb drppbm| `pekldkt|gmo# er dkm igml wjk|bybp vpeopkaab er wkm|-"

Em |jb e|jbp jkml# |jb ibakcb operv wkt ybp demdbpmbl kèr| cetgmo {rkcg| vpeopkaabt gm

|jb lgog|kc bpk- \jb lbtdpg`bl |jb drppbm| |bppbt|pgkc |bcbygtgem wg|j |jb bzdbv|gem ei Djkmmbc

2# kt {rkcg| |bcbygtgem- Bzdbv| iep k ibw djkmmbct em tk|bccg|b kml dk`cb \Y# |jb wbpb

pbokplbl kt mem!{rkcg| |bcbygtgem-

\Y Klybp|gtbabm|t

@e|j operv wbpb kthbl gi |jb rtrkcc wk|djbl \Y klybp|gtbabm|t ep ~kvvbl |e e|jbp

djkmmbct- \jb aknepg| ei |jb pbtvemlbm|t gm è|j opervt tkgl |jk| |jb kyeglbl wk|djgmo

klybp|t- \jb wbpb rmwgccgmo |e |kch kèr| |jb |evgd# kml g| tbbabl |jk| gm è|j opervt |jb kd|


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ei wk|djgmo klybp|gtbabm|t wkt k mbok|gyb k||g|rlb- \jb pbktemt iep me| wk|djgmo |jb \Y

klybp|t wbpb `bdkrtb |jb rtrkcc rtbl |jb deaabpdgkc `pbkht |e le teab|jgmo bctb# trdj kt

drv ei |bk# oe |e |jb |egcb|# ep ~kv |jperoj e|jbp djkmmbct- Jewbybp# gm è|j opervt bybp

tgmocb pbtvemlbm| pbdkccbl teab \Y klybp|t-

Kpb |jb wgccgmo |e vk |e jkyb Lgog|kc \Y5

\jb demtbmtrt gm è|j opervt wkt |jk| |jb wbpb me| wgccgmo |e vk |e pbdbgyb lgog|kc

|bcbygtgem# mep |e |khb rv |jb mbw |bdjmeceo teem-

Vk!vbp!Ygbw tbpygdbt

\jb `rch ei pbtvemlbm|t ierml er| |jk| |jgt tbpygdb `pgmot demybmgbmdb# `bdkrtb |jb vettg`gcg|

|e wk|dj wjbmbybp |jb wkm| kml t|ev |jb aeygb wjbmbybp |jb wkm| gt kvvbkcgmo-

Irp|jbpaepb# |jb pbdeomgtbl |jb `bmbig| ei djegdb- Mbybp|jbcbtt# |jb pbtvemlbm|t wbpb

weppgbl kèr| jew ardj |jb wercl `b djkpobl iep |jgt tbpygdb-

7-4 \jb Gmlrt|p Ygbw ! \jb gm!lbv|j kml \bcbvjemb Gm|bpygbwt

\jb gmlrt|p ygbw lbtdpg`bl gm |jgt tbd|gem gt |jb kmkctgt ei |jb gmiepak|gem ok|jbpbl ` gm!

lbv|j gm|bpygbwt kml |bcbvjemb gm|bpygbwt dkppgbl er| wg|j vbevcb gm |jb `pekldkt|# ablgk# kml

klybp|gtgmo gmlrt|pgbt- \jb ab|jeleceo# |jb pbtbkpdj e`nbd|gybt# gmt|prabm|t# kml tkavcbt kpb

ircc lbtdpg`bl gm djkv|bp ;-


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Obmbpkc dem|bz|

\jb obmbpkc evgmgem gm |jb gmlrt|p gt |jk| lgog|kc |bcbygtgem wgcc `b |khbm rv ybp tcewc# kml

g| wgcc opew gm|e k pbktemk`cb tg~b |e pbkdj dpg|gdkc aktt emc eybp |jb mbz| ;6 bkpt- Gm |jb

tjep|!|bpa |jbpb wgcc me| `b km aknep gavkd| em |jb gmlrt|p- Jewbybp gm |jb cemo!|bpa#

lgog|kc \Y wgcc pbwpg|b |jb klybp|gtgmo kml ablgk prcbt# kml |jb gmlrt|p wgcc jkyb |e cbkpm |jgt

mbw ablgra |e trpygyb-

Jew lgog|kc \Y wgcc kiibd| |jb akphb|gmo deaarmgdk|gem5

\jb gmlrt|p bzvbd|t km gmdpbktb ei ipkoabm|k|gem ei |jb ablgk# |jb gm|pelrd|gem ei gm|bpkd|gyb

tbpygdbt kml `b||bp |kpob|gmo evvep|rmg|gbt- Gm |jb irmd|gemkc lgabmtgem# ipkoabm|k|gem wgcc

cbkl |e k mra`bp ei djkmobt iep |jb akphb|gmo gmlrt|p;;2

- \elk |jb ablgk `rgmo vpedbtt gt

{rg|b tgavcb- Jewbybp# gm |jb ir|rpb wg|j |jb BVO *bcbd|pemgd vpeopkaab orglb' orglgmo

vbevcb |e ygbw kperml# djkmmbct wgcc `bdeab cbtt pbcbykm|# kml vpeopkaabt aepb gavep|km|-

_jbm k vpeopkaab |bpagmk|bt# ygbwbpt wgcc dkcc rv |jb BVO kml tbb wjk| gt em mbz| kml

wk|dj g|# wjk|bybp gt vpbtbm|bl |e |jb ygbwbp- \jrt# vbevcb wgcc `bdeab cbtt djkmmbc cekc kml

|jk| gt `erml |e kiibd| |jb wjecb t|pk|bo vpedbtt# kml kcte g| agoj| akhb g| aepb bzvbmtgyb |e

|pklb |jb ablgk;;9

-

Gm e|jbp lgabmtgemt# gm|bpkd|gyg| wgcc vpeyglb jeab `kmhgmo# tjevvgmo kml deaarmgdk|gem

tbpygdbt trdj kt km bcbd|pemgd vet|kc kllpbtt *bakgc'# kml yglbe |bcbvjem- Jewbybp# jew

ardj |jetb tbpygdbt wgcc dk|dj em wgcc `b bm|gpbc lbvbmlbm| em jew akm `kmht# tjevt# kml

;;2 Gm|bpygbw wg|j Ap Kmlpbw _kcatcb# @@J/t Jbkl ei Mbw Ablgk;;9 g`gl-


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G| wgcc kccew lgpbd| pbck|gemtjgv wg|j demtrabpt G| wgcc ogyb gaablgk|b ibbl`kdh kèr| jew akm vbevcb pbtvemlbl |e |jb klybp|gtbabm|#

jew ardj aemb |jb rtrkcc tvbml# |jbgp vk||bpmt# b|d-

Vettg`gcg| ei `rgclgmo rv k vewbpirc demtrabp/t lk|k `ktb

Lgt|pg`r|gem det|t ak pblrdb

Jewbybp# |jb aknepg| ei |jb gm|bpygbwbbt wbpb tdbv|gdkc kèr| `rgclgmo rv k dcetbp

pbck|gemtjgv wg|j demtrabpt- \jb pbktem gt |jk| me| bybp demtrabp wkm|t |e jkyb k lgkceorb

wg|j k vpelrd| ep k `pkml-

\jb gm|bpkd|gyb klybp|gtbabm|t le me| mbdbttkpgc mbbl |e dkpp cgmht |e eiibp gmiepak|gem ep |e

lgpbd| tbcc k vpelrd|- \jb dkm dkpp bm|bp|kgmabm| ibk|rpbt |e ob| |jb ygbwbpt k||bm|gem kml

akhb |jba |e jkyb km bzdg|gmo# pbckzgmo bzvbpgbmdb kml `pkmlgmo- \jb bzkavcbt kpb |jb Vbvtg

Yglbe Nrhbèz kml |jb Hbcceoo/t Ipet|gbt klybp|t# wjgdj Ygd|epgk Pbkc *klybp|gtgmo kobmd'

dpbk|bl kml jbcvbl gm lbybcevgmo pbtvbd|gybc- \jbtb klybp|t gmyg|bl |jb ygbwbpt |e vkp|gdgvk|b

;;7Gm|bpygbw wg|j Ap Nktem Obepob# Ygd|epgk Pbkc/t Kdderm| Akmkobp


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;0?

gm |jb kl kml djetb wjk| |jb wkm|bl |e wk|dj kml cgt|bm *Vbvtg' ep |e le *Hbcceoo/t'- Ygbwbpt

dercl djetb km yglbe artgd |e wk|dj# ep dpbk|b lgiibpbm| ybptgemt gm |jb tkab klybp|- \jb

pbtbkpdj dkppgbl er| gmlgdk|bl |jk| vbevcb pbdkccbl |jb Hbcceoo/t klybp| 0 |e 4 |gabt jgojbp |jkm

km eplgmkp klybp|gtbabm|- Gm kllg|gem# vbevcb pbck|bl Hbcceoo/t kml Vbvtg gm k aepb vetg|gyb

wk# |jb tkw aepb ykcrb em |jb `pkml;06

-

Lgog|kc \Y kml |jb gm|bpkd|gyb tbpygdbt wgcc jbkygc kiibd| |jb trvvc djkgm- G| wgcc pb{rgpb k

t|pemo ceogt|gd `bjgml g|# |e lbcgybp kml lgt|pg`r|b oeelt# dk|kceorbt# `pedjrpbt# tkavcbt-

Vpe`k`c lgog|kc \Y kml |jb gm|bpkd|gyb tbpygdbt wgcc ogyb |jb t|pbmo|j `kdh |e

akmrikd|rpbpt;0;

-

Vckmmgmo |jb akphb|gmo deaarmgdk|gem gm k jgojcw ipkoabm|bl \Y

\jb gmlrt|p lebt me| bzvbd| k `go gavkd| gm |jb tjep|!|bpa# kml |jb t|pk|bogbt kml |jb

lmkagdt wgcc pbakgm |jb tkab kt |elk- Gm |jb cemo!|bpa |jb gmlrt|p bzvbd|t |jk| |jb

lmkagdt wgcc `b aepb deavcbz |jkm |elk- \jb BVO *bcbd|pemgd vpeopkaab orglb' wgcc orglb

drt|eabpt kperml# kml kt k pbtrc| vpeopkaabt wgcc `b aepb gavep|km| |jkm djkmmbct-

\jbpbiepb# |jb gmlrt|p bzvbd|t |jk| |jb akphb|gmo deaarmgdk|gem vckmt wgcc vpe`k`c `b

kperml |jb aknep vpeopkaabt kml |jb mgdjb djkmmbct |jk| pbkdj |jb lbtgpbl |kpob| krlgbmdb- Gm

kllg|gem# |jb deaarmgdk|gem gmlrt|p wgcc kcte rtb aepb vpeopkaab tvemteptjgv# de!

vpelrd|gem tvemteptjgv# kml |jb rtb ei e|jbp ablgrat trdj kt mbwtvkvbp# akok~gmbt# kml

pklge |e trvvep| |jb |bcbygtgem dkavkgom |e pbkdj `goobp krlgbmdbt-

;06 Gm|bpygbw wg|j Ap Nktem Obepob# Ygd|epgk Pbkc/t Kdderm| Akmkobp;0;

g`gl-


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Arpgce P- Dbplbgpk ! A@K Akpdj!77 ;0:

\jb krlgbmdb abktrpbabm| ei jrmlpblt ei djkmmbct kml vpeopkaabt wgcc `b k `go gttrb# kml

|jb gmlrt|p `bcgbybt |jk| |jb drppbm| @KP@/t abktrpbabm| wgcc me| gbcl kddrpk|b

gmiepak|gem- \jb ablgk kobmdgbt wgcc mbbl mbw |vbt ei Ev|gagtk|gem tei|wkpb |e igml |jb `bt|

wk |e |kch |e |jb krlgbmdb# jew |e |kch |e |jba# wjgdj gt |jb `bt| |gab ep vpeopkaab |e |kch |e

|jba# b|d-

Jew |e klybp|gtb k vpelrd| gm k jgojc ipkoabm|bl ablgra |e kdjgbyb aktt akphb|

Kddeplgmo |e |jb gmlrt|p# |e klybp|gtb k vpelrd| |e kdjgbyb aktt akphb| kml `pkmlgmo wgcc `b

|jb `goobt| djkccbmob |jk| lgog|kc \Y wgcc `pgmo gm |jb ir|rpb- Lgog|kc \Y wgcc djkccbmob |jb

`pkmlt# kml |jb wk |jk| klybp|gtbpt dpbk|b `pkmlt wgcc djkmob- \jbgp bzvbd|k|gem gt |jk|

`pkmlgmo gm k jgojc ipkoabm|bl ablgk wgcc `b ybp lgiigdrc|- Gm |jb tjep|!|bpa |jbpb wgcc `b me

lgiibpbmdb- Jewbybp# gm |jb ablgra!|bpa kt vbevcb wgcc `b cbtt djkmmbc cekc kml aepb

vpeopkaab cekc# g| gt bzvbd|bl |jk| |jb `bt| wk |e pbkdj ckpob krlgbmdbt wgcc `b kperml |jb

vevrckp vpeopkaabt- Gm dem|pkt|# teab gm|bpygbwbbt `bcgbyb |jk| |jbpb wgcc `b k ibw t|pemo

djkmmbct |jk| wgcc hbbv k||pkd|gmo aepb krlgbmdb |jkm e|jbp djkmmbct- \jbtb djkmmbct dkm kcte

`b rtbl |e pbkdj ckpob krlgbmdbt-

Jew |jb ablgk wgcc `b tecl em lgog|kc \Y5

\jb gmlrt|p bzvbd|k|gem gt gm |jb cemo |bpa# |jb mbw ablgra ak me| ieccew |jb drppbm| prcb

ei lgyglgmo |jb krlgbmdb tjkpb ` |jb det| ei k jrmlpbl *DV\';00

- \jb \Y kgp|gab wgcc t|gcc `b

tecl `ktbl em krlgbmdb# `r| |jbpb wgcc `b |jb vettg`gcg| |e tbcc |jb ablgk `ktbl em demtrabpt/

;00Gm|bpygbw wg|j Ap Lkygl Drii# Gmg|gk|gyb Ablgk/t @pekldkt| Lgpbd|ep


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pbtvemtb# cghb |jb Gm|bpmb|;04

- Kt g| wepht |elk# |jb takcc djkmmbct wgcc vpe`k`c eiibp djbkv

kgp |gabt# kml |jb ak emc kll ipb{rbmd |e k \Y dkavkgom pk|jbp |jkm |jb kgp|gab gm |jb

akphb|;0

The Impact of Digital TV on the Advertising and Media Industry

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