Abstract
The article examines and analyzes a pressing issue of our time: the role and significance of screen media in the process of personal formation and ideological, moral, and spiritual education of the younger generations of our country. It is demonstrated that viewer interest and the attitude of the viewer audience to television products are objectively reflected in their ratings, indicators of attendance of thematic Internet platforms (video hosting and video portals), and the presented on-screen video content (author's videos and reports, author's programs and films of various screen genres, animated screen works, advertising content), which in turn depend on social, thematic, and aesthetic parameters, elements of the structure of television programs and television shows, as well as on the features and specifics of the work of television presenters, their image criteria and parameters, which actively influence all levels of meeting audience needs and requests.
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