PROMOTION OF RUSSIAN TV CHANNELS IN SOCIAL NETWORKS

Abstract

The article studies functioning of modern television channels in social networks. The reasons for TV channels to enter social networks are shown: the possibility of more direct contact with the audience and feedback; an increase in the number of viewers, the possibility of placing advertisements and, in general, monetizing content. The main forms and methods of channel promotion in social networks are identified using the example of three Russian TV channels: TNT, “Pyatnitsa” and “Yu” in the popular social network VKontakte (memes, short videos, chat bot and interactive games, responses to comments; games, popular interviews, etc.); their comparative analysis is carried out, the effectiveness of the considered methods and forms is assessed, and the shortcomings are characterized, first of all, the problems of duplicating content and third-party links leading to other resources. The need for further promotion of TV channels in social networks and the improvement of forms and methods is substantiated.