IDENTIFICATION OF THE MASS MEDIA COMPANY MARKET COMPETITIVE POSITION USING METHODOLOGICAL APPROACHES OF THE PORTFOLIO ANALYSIS

Abstract

Urgency of the research. Further growth and competitiveness of the economy as a whole and any given enterprise of the post-industrial era depends on the level of information space development. Attention to the issues of Mass Media Companies profitability should be given because of their importance for the process of preserving country and maintaining European way of life. Target setting. The article highlights methodological approaches toward service portfolio optimization in the area of Mass media based on the TV channels of Ukraine. Actual scientific researches and issues analysis. Contemporary way of the competitive potential management was researched by many scientists. O. S. Vikhanskiy, K. A. Zuyev, Y. P. Golubkov were among them. It is essential to study numerous papers, scientific works, textbooks and educational methods of economist-scientists O. I. Garafonova, L. O. Ligonenko, A. Y. Shershnyova to find the latest ways and priorities of the strategic management approaches in volatile and crises environment of the Ukrainian business. Their works also concern the problems of service portfolio management. Uninvestigated parts of general matters defining. Adequate marketing products policy is the fundamental basis which supports business profitability. Long term market functioning requires prompt response to competitor’s actions, permanent research of the own competitiveness, timely actions on threats and opportunities and reliable policy to realize its operational potential. Mass media companies trade on two volatile markets which doubles all the requirements above. The research objective. Based on service portfolio balancing methods, article goal is to choose an appropriate approach towards investigation of the market positions of Ukrainian TV channels with the main purpose to felicitate a long-term rise in earnings and consequent growth of competitiveness. The statement of basic materials. Article reveals economic incentives of the deliberate approaches to the development of the service portfolio for the Television Companies of Ukraine. It delivers elaborated chart of the TV channels Competitive Strategies based on weekly broadcaster’s audience cover (as a Market share) and viewership differentiation which is consequently adopted to the view of classic Boston Consulting Group model of the portfolio of services optimization matrix. Article point out the vital importance to reach a break-even point by Media Companies with further perspective to ensure profitability Conclusions. TV channels are grouped into BCG matrix according to basic essential indications- market share and niche differentiation.