Irtlach M. Brand portfolio management of television company

The dissertation is dedicated to development of theoretical and methodological foundations, methodological developing and practical recommendations on the formation and management of portfolios of brands broadcasters. Studied scientific approaches to the definition of TV company brand portfolio, brand portfolio architecture of TV company, TV channel brand, TV program brand and others. Тhe role of each of these types of brands in the overall system of television brands was reviewed. Specific features of formation of brands of TV channels, and TV broadcasters were revealed. Scientific and theoretical basis of brand portfolio of television company is formed. Analyzed applied aspects of brand portfolio architecture domestic broadcasters, the situation on the world and domestic market of TV services. Revealed that the market is divided into four main segments: television advertising services market, providing air terrestrial television functioning; services market subscription television viewing (Pay TV); market TV services funded non-profit institutions, government agencies and non-governmental public organizations; Grounded structure and role of the main elements of the organizational and economic mechanism of portfolio brands like dynamic system formation principles, goals, objectives, functions, models, forms and methods to transform the system of brands owned by the company. So its target state, which will take into account factors marketing environment of enterprise, to achieve the appropriate level of management efficiency development portfolio of brands, primarily to increase its capital. Courtesy and method of forming the basic stages of brand portfolio TV company and offered tools for monitoring the implementation of it's strategy.