CONCEPT OF FINANCIAL MANAGEMENT OF MEDIA ENTERPRISE DEVELOPMENT IN UKRAINE

Abstract

The article deals with the peculiarities of financial management of the development of media enterprises in Ukraine at the micro and macroeconomic level. The concept of financial management of the development of domestic media enterprises developed by the author contains the purpose, objectives, principles, stages of implementation and expected results. The purpose of financial management of the development of the media industry has been defined as improving the quality of domestic media production, increasing the efficiency of activities and increasing the market value of Ukrainian media enterprises to ensure information security of society. The concept developed envisages the solution of a number of the following tasks: 1. to determine the minimum necessary capital requirement for conducting business activities; formation of sufficient financial resources of media organizations from their own and attracted sources; minimization of cost and risks of formation and use of capital by media corporations; increase of financial results of media corporations; optimization of the structure of financial resources; to increase the competitiveness of domestic media products; intensification of activity of media enterprises of Ukraine; state support for socially important media programs and projects. The stages of financial management of development of media enterprises on micro- (definition of production potential; planning of the need for financial resources, analysis of available sources of capital and minimization of its value, evaluation of financial results, comprehensive analysis of financial status, control over achievement of set goals and definition of strategic directions of development) are substantiated and macro levels (assessment of the financial state of the media industry, identifying ways to provide financial support and choosing the directions and objects of its support analysis of the results of financial stimulation of the development of the media market). The main results that should be obtained in the process of realization of the concept are substantiated: increase of competitiveness of domestic media products, attraction of sufficient investment resources, financial stability of media enterprises and growth of their market value, increase of financial results and ensuring information security of society. Key words: concept, management, use of resources, stimulation of stimulation, information security, media market, media enterprises, the state.