Chuzhykov A. International commercialization of television products on the EU media market

The thesis is devoted to the study of the nature and the role of the global and European TV-products markets. The features of their evolution have been defined, and modern media paradigm has been identified under conditions of increasing globalization. Particular attention is paid to assessing the effectiveness of the TV product's advance within the integration union. The author's analysis of the European television market emergence and development allowed to reveal the phases of constructing competitive advantages in the European market, to conduct its identification and segmentation, as well as to uncover the mechanisms and instruments of TV-products commercialization. The thesis contains the main directions of the strategy for Ukraine to enter the European TV-products market, which includes the positioning of domestic and foreign broadcasters' in the national TV space, the models of domestic TV-products promotion to the European markets, as well as systemic clustering of TV space in Ukraine.The author has studied the features of systemic transformation of media business in Ukraine and CEE countries, which include the evolution of the TV space, the emergence of outline market, the dualism of the declared independence of TV channels and their political commitment. It is proved, based on statistical data, that Ukrainian TV market gravitates toward the Polish market rather, than toward the Russian one. At the same time, author emphasizes that Polish TV air contains a lot of its own TV forms. In order to develop cooperative ties between Ukrainian and European media holdings author has proposed the use of such models of cooperation as outsourcing, copyright cooperation, PR-company, conglomerate-specialized model, and cluster model.