Abstract
The article examines the peculiarities of the regional media and the specifics of creating the content of the TV channel’s social networks. The prerequisites for the need to distribute TV content in modern forms of the virtual environment are provided. Ukraine is actively implementing digital technologies in television, which leads to the improvement of the quality and diversity of local media, as a result of which regional television becomes more flexible, interactive and adaptive to changes in consumer preferences and technological capabilities. The growing popularity of social media is being integrated into regional television strategies for audience engagement, engagement and rapid response to events. Regional TV channels increasingly use social networks to interact with viewers, publish news and ensure rapid dissemination of information. The process of adaptation of television content of the information and television agency «VITA» to social networks has been studied. Key words: social networks, content, television, VITA TV channel, text, users, mass media.
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