INFLUENCE OF DIGITALIZATION ON THE ACTIVITIES OF TELEVISION CHANNELS BROADCASTING (THE EXPERIENCE OF THE TELEVISION CHANNEL "360°")
Nowadays the digitalization of television broadcasting is not just a Russian reform, but also a global trend due not only to the expansion of the capabilities of modern information and communication technologies, but also to a change in behavioral practices and needs of the television consumers: their desire to individualize the television program, to postpone or re-watch the media product, to express their opinions on the quality, characters, television plot, etc. Many experts in the media sphere talk about the high risks of the reform and its negative impact on the development of regional television channels up to the threat of its complete destruction as a segment of the modern Russian media market. This is primarily due to the lack of financial resources of television companies in the constituent entities of the Russian Federation, which impedes the transition to digital standards and reduces their potential for marketing competition. The situation is complicated by the uncertainty about the timing and order of launch of the third (local) multiplex, double costs for providing analog and digital broadcasting in the transition period. Moreover, for Russia as a multicultural and multinational state, the development of regional television, which is often the only source of information in remote areas, and the preservation of its own content is extremely important. The results of sociological researches and rating measurements, for example, news programs, indicate a high need of the population for up-to-date information about local events, and greater public confidence in regional media. In this regard, for the management of regional channels it is extremely important to recognize not only the threats of digitalization, but also its advantages and opportunities, to study the "best practices" of regional television companies in the transition to digital format. The main strategies for the development of regional television companies in the new conditions may be obtaining the right to broadcast in a multiplex as a regional channel, switching to cable and Internet broadcasting, and the formation of interregional television companies. However, the selection of television channels falling into the multiplex is carried out mainly on the basis of their technical capabilities and often without taking into account the data of independent rating agencies, which provide objective data on the demand among consumers of certain media products. The present article shows the results of the analysis of the experience of the television channel "360°". It examined the impact of digitalization on ratings and other indicators of channel performance, explored the benefits of digitalization, successful practices of network partnerships and interactive television.