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i. What good or bad news have you read about recently?
j. Did you like this discussion?
AFTER DISCUSSION: Join another partner / group and tell them what
you talked about.
a. What question would you like to ask about this topic?
b. What was the most interesting thing you heard?
c. Was there a question you didn t like?
d. Was there something you totally disagreed with?
e. What did you like talking about?
f. Do you want to know how anyone else answered the questions?
g. Which was the most difficult question?
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8
Film company Kodak loses $1 billion  21 October, 2005
SPEAKING
DIGITAL HEAVYWEIGHT: You are a Kodak executive looking at ways of
becoming a digital heavyweight. In pairs / groups, discuss the following ideas for making
sure Kodak can do this. In the right hand column, write reasons why you think the ideas
might be successful (or unsuccessful).
IDEAS REASONS
Digital
newspapers
and magazines
E-books
Video-mail
cameras
A special
market in
camera film
and paper
Photographic
clothes
Recording
human
memories as
digital images
Video
photographs
Other
Change partners and report on what you talked about with your previous partner(s).
Decide which idea product seems the best to become a successful seller. Make a
presentation for it to give to Kodak s CEO.
Give your presentations to the class. Vote on the best one.
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9
Film company Kodak loses $1 billion  21 October, 2005
HOMEWORK
1. VOCABULARY EXTENSION: Choose several of the words from
the text. Use a dictionary or Google s search field (or another search
engine) to build up more associations / collocations of each word.
2. INTERNET: Search the Internet and find more information on
Eastman Kodak. Share your findings with your class in the next lesson.
3. I.T. REPORT: Write a short report describing how the IT revolution
has forced many traditional companies to change. Read your reports to
your classmates in your next lesson. Did you all write about similar
things?
4. LETTER FROM CEO: You are Kodak s CEO. Write a letter to you
shareholders about the billion-dollar loss, the fall in share price and your
plans to return the company to profitability. Read what you wrote to your
classmates in your next lesson. Did you all write about similar things and
have similar plans?
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10
Film company Kodak loses $1 billion  21 October, 2005
ANSWERS
TRUE / FALSE:
a. F b. F c. T d. F e. F f. T g. T h. F
SYNONYM MATCH:
a. maker manufacturer
b. mainly largely
c. led to caused
d. struggling trying
e. netted made
f. move switch
g. on track on target
h. increased rose
i. decline fall
j. heavyweight big hitter
PHRASE MATCH:
a. the world s largest maker of camera film
b. mainly because of restructuring
c. News of the loss led to a 5.3 percent fall in the company s shares
d. still struggling to adapt to changes in technology
e. In the same quarter last year it netted $458 million in profits
f. Not all was bad news for Kodak
g. it will challenge for the industry s top spot
h. Digital sales increased by 47 percent to $1.89 billion
i. Kodak s main product for the past century
j. It is now trying to become a digital heavyweight
WORD ORDER:
Film company Kodak loses $1 billion
Eastman Kodak, the world s largest maker of camera film, has reported a loss of $1.03
billion. This is mainly because of restructuring efforts and a large fall in film sales. News
of the loss led to a 5.3 percent fall in the company s shares. Investors were unsure of
whether the company would become a major player in the digital market. Kodak is still
struggling to adapt to changes in technology from film to digital. It has invested heavily
in digital and will take time before healthy profits return. In the same quarter last year it
netted $458 million in profits.
Not all was bad news for Kodak. A spokesman said its move from traditional
photography to digital is on track and that it will challenge for the industry s top spot.
Other good news is that for the first time revenue from its digital products has
overtaken income from photo film and paper. Digital sales increased by 47 percent to
$1.89 billion. Meanwhile, sales of camera film, Kodak s main product for the past
century, look set to fall by another 30 percent next year. Kodak has known for a long
time that camera film sales will decline forever. It is now trying to become a digital
heavyweight.
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