Regional media platforms: Status, problems, prospects

Abstract

The purpose of the article is to analyse the current state of regional media platforms, identify development problems and justify solutions. Methodology. General scientific methods are used in the research. Among them are generalizations, comparisons, statistical analysis – to analyse views of the scientists on the current state of providing regional media platforms, identify development problems and justify solutions. Results. In the process of analysing the current state of regional media platforms development, an increase in the number of business entities in Ukraine that provide information and telecommunications services (in 2010–2018 from 55,977 to 174,622 units) was revealed. In general, the increase was due to an increase in the number of information services and computer programming, consulting and related activities. Considering the field of publishing, film production, radio broadcasting and television broadcasting, it is necessary to state the fact that during the study period, the number of subjects decreased significantly. This trend is observed due to the reform implemented in these areas. The leaders of the reform process are Kirovohrad region, where 25 out of 28 print media and editorial offices have been reformed, Zhytomyr (24 out of 28), Khmelnytsky (23 out of 27), Mykolaiv (22 out of 26), Poltava (26 out of 31), Ternopil (16 out of 21) regions. Outsiders of the reform process are Kyiv, Lviv, Odesa, Dnipropetrovsk, Ivano-Frankivsk, Transcarpathian regions and the city of Kyiv. In particular, in Kyiv, according to the monitoring data, none of the 4 communal mass media was reformed, and in the Transcarpathian region, 3 out of 31 editions were reformed. The volume of sold products by enterprises of the type of economic activity “information and telecommunications” increased 3.8 times or by 200,727.1 million UAH. A significant increase in sales is observed in all areas, except for magazines and periodicals. This once again confirms our opinion that the majority of the population gets information from the Internet but not from print media. Therefore, the volume of sold products has decreased significantly. The main problems hindering the development of regional media platforms are presented. The main problems include: inadequate provision of the Internet access; low quality of traffic, content (no advertising market, no paid subscription) and fact-checking; the influence of the media founders on editorial policy; the dominance of hidden advertising. Practical meaning. These problems of media platforms will allow to form their development strategy. Prospects for further research. The study will substantiate the prospects for the development of regional media platforms in Ukraine.