THE NATURE AND ESSENCE OF DIGITAL TRANSFORMATION PROCESSES IN MASS MEDIA ORGANIZATIONS
Keywords:
mass media, media enterprises, digital transformation, digitization, digitalization, content, audience, digital monetization, media economics, managerial decisionsAbstract
This article examines the content and essence of digital transformation processes in media
enterprises. The study distinguishes between digitization, digitalization, and digital transformation, and analyzes
their organizational, economic, technological, and managerial significance for media companies. Particular
attention is paid to the transition of media enterprises to a multi-platform model, changes in content production
and distribution mechanisms, the use of audience data, digital monetization, and revenue diversification. The
findings show that digital transformation in media enterprises is not limited to technological modernization;
rather, it represents a comprehensive restructuring of the business model, editorial processes, and financial
management system.
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