CHARACTERISTICS OF COMMUNICATION STRATEGIES FOR PROMOTING REGIONAL RUSSIAN TV CHANNELS IN SOCIAL MEDIA
The article is devoted to the problems of communication promotion of regionalRussian TV channels in social media. The reviewed factors which influenced thechoice of this promotion option are as follows: digitalization of television, changesin the structure of media consumption, marketing strategies implemented bycompetitors. The analysis of promotion practices shows the prevailing communicationstrategies used by Russian regional TV channels in the Web 2.0 environment. Theprevalence of the strategy of information promotion used by regional TV channelsin social media is related to the approach to social media primarily as a channel fordelivering TV content, as opposed to a channel for communicating with the audience.