Yatchuk O. Socio - communication model and interactive television technology.

The dissertation deals with the interactive TV broadcasting technology, its problems and prospects in the context of Ukrainian information space. The research distinguishes two broadcasting models (on-line and off-line), specifies their main features and tendency. The author introduces a brand new model of modern interactive broadcasting (action - action [2]) determined by the audience activity. The research of interactive content of regional broadcasting is based on "Mariupol television", LLC, production. The author points out the regional reasons for traditional or current technologies of interaction with the audience, namely economic, ideological, technical, and creative. The results of the comparative case study are considered relevant to regional television companies of Ukraine in general.