Telekontent in the new media. Shatskaya A.D., Makeenko M.I.

In monographs on the basis of content analysis of the materials of sites and social networks and expert interviews of representatives of the management of leading Russian television channels (Channel One, Russia 1, NTV, TNT, STS, “Friday!”) The main approaches of TV presenters are identified adaptation, placement and monetization of television content on the Internet. The authors distinguish the most important patterns of working with the etheric content online associated with genre format groups and the "life cycle" of audiovisual products. An important methodological result is the formation of a set of criteria for empirical study of the technologies of the work of television channels with etheric programs in the convergent media. The results of the study can be used in the educational process in the training of specialists in the field of television management and marketing, as well as in the practical activities of employees of television channels, online cinemas, producer companies, advertising agencies and regulatory bodies.