Розвиток медіа в контексті корпоратизації

Abstract

The media industry has a complex structure, represented by a number of industries. Analysis of trends in the development of individual industries by income allowed to reveal the weakening of representativeness in the media space of ‘publishing activity’; ‘the production of motion picture and video films, television programs, the production of sound recordings’, instead, the strengthening of the commercial position of ‘activities in the field of television broadcasting.’ Reducing the demand for print media requires the diversification and modernization of the product offer of media products. Changes are necessary in advertising activities of media companies. A progressive form of cooperation is the mediation, as well as the formation and sale of advertising media portfolios.Increasing the volume of information, developing new means of its dissemination, increasing the level of differentiation in demand, all of this requires the strengthening of the processes of market systematization, which in modern conditions is implemented through the intensification of organizational transformations, namely, corporatization. Thus, increasing the competitiveness of the media industry, which distinguishes it from many other industries, is achieved in a special way — this is the strengthening of integration processes, which minimizes the destabilization of competition and allows for the synergy effect. The creation of enterprise associations in the media industry contributes to increasing the market value of the brand. The economic efficiency of corporatization also manifests itself in acquiring economies of scale, and reduction in unit costs for sales market expansion due to brand recognition.The priority organizational forms of enterprises that are part of media unions in Ukraine include limited liability companies operating in the information sphere, in particular, news agencies, editorial offices of newspapers and magazines, television and radio broadcasting enterprises, and studio production. Significant influence of the political factor forms the information concept of the media companies. At the same time, it requires balancing the obtaining of economic, lobby benefits and the formation of high-quality, objective content.