УДК: 339.137

DOI: https://doi.org/10.36887/2415-8453-2021-1-23

Olha Harafonova
Doctor of Economics, Professor, Professor of Management Department, Kyiv Vadym Hetman National Economic University
Vyktoriia Marhasova
Doctor of Economics, Professor, Vice-Rector for Research, Chernihiv Polytechnic National University
Nataliia Tkalenko
Doctor of Economics, Professor, Director of the Educational and Scientific Institute of Management, Food Technology and Trade of Chernihiv Polytechnic National University
Marta Barna
Doctor of Economics, Professor, First Vice-Rector, Lviv University of Trade and Economics

JEL classification: L86; M31


The state of the modern media market is characterized by strong competition. The threat of eviction forces TV companies to constantly apply a quality improvement system and look for ways to profitable market content and advertising time. Continuous monitoring of market conditions and expectations of changes in supply and demand contribute to the support and development of television activities. One of the decisive factors in the success of a television station is commercialization, that is the activity of a person or organization, a company that aims to make a profit in any respect. First of all, the modern world is a world of technology, a world in which the products of intellectual labor are bought and sold. As the economy approaches the most modern model of development, intellectual property becomes one of the main assets of the integrated real estate complex, and the exchange of various intellectual property objects now becomes an independent area of relations in the economy.

Purpose. The purpose of the study is to substantiate the conditions and trends in the development of the marketing system of business organizations based on their services portfolio commercialization.

Methods. The basis of the study is the current legal framework, legislation, regulations, instructional materials, textbooks, special literature.

The article used general scientific methods of analysis and synthesis, specific methods of analysis: grouping, comparison, systematic and others.

Conclusions. The features of the television functioning, as well as the aggravation of the macro-economic situation, the acceleration of declining revenues of television companies, the fall of the hryvnia against world currencies as well as changes in legislation, including advertising and timing are the basis for the formation of a new approach to income management of television businesses.

Keywords: media market, advertising, marketing, digital transformation.


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The article was received 18.01.2021