CONTENT OF TELEVISION ENTERTAINMENT CHANNELS IN SOCIAL MEDIA (A CASE STUDY OF VK AND TELEGRAM)

This study aims to describe the content strategies of television in a mediatized environment. The study analyzes the content in the VK and Telegram social media platforms of six entertainment television channels, namely TNT, STS, Muz-TV, Pyatnitsa!, TV-3 and Yu. The sample includes 223 Vkontakte posts and 224 Telegram posts. The chronological framework was limited to the period from April 10 to 16, 2023. The research findings demonstrate the variability of the content published by television channels. The findings also indicate that television channels rarely duplicate broadcast material and prefer to rework it for subsequent publications on social media. Moreover, when TV channels publish content on social media, they take into account the features of the platform they have chosen, which also determines the format and content of the publications. It is important to note that frequently, television channels use short video formats. Broadcast content is not duplicated on social media, while potential viewers are invited to watch the program on television or the channel's official website.