Аннотация:В данной статье впервые рассматриваются и обобщаются стратегические решения российских телеканалов «большой тройки», связанные с их присутствием в интернете; выявляются направления развития стратегического менеджмента в рамках российского медиаменеджмента в целом; выявляется влияние различных типов контента (новостного, развлекательного, сериального) на стратегию телеканала.
This study examines the online-strategies of three Russian channels (Perviy Kanal, Rossia 1, NTV) for the very first time. The digital presence of these channels was analyzed through a comparative method (case-study) and analysis of the secondary research results (mainly quantitative made by research companies). The results showed that selected channels were delivering their content through different digital platforms, but also making special content for internet audience, building a strong community around content brands and interacting with users. Moreover, broadcasters are trying to find a way to monetize their digital business, which nowadays happens through advertising model. The results also revealed strong broadcasters’ news-brand performance, which became a completely separate unit of each channel online.