Makarenko U. Financial mechanism of development of media enterprises in Ukraine.

The theory and practice of formation of the financial mechanism of development of media enterprises in the economy of Ukraine are investigated in the work. The essence of the concept of financial mechanism of development of media enterprises is highlighted; systematized and supplemented the main characteristics of the structure of the financial mechanism with the separation of micro and macro levels in order to effectively manage the finances of media companies and financial regulation of the national media market. The directions of improvement of financial support of activity of the domestic media enterprises which will give the chance to argue recommendations concerning carrying out of the state policy of development of the media market, to improve a financial condition of mass media of Ukraine are substantiated. According to the results of the study, a rating indicator for assessing the financial stability of the media market in the dynamics, which contains the main parameters of the financial condition, which will allow to predict the expected results of its financial performance in the long run. The influence of the media market on the level of public trust in the institution of the state, the shadow economy is determined. The concept of financial management of development of media enterprises of Ukraine is developed, which highlights the purpose, main tasks, principles, stages of its implementation and expected results, specified at the micro- and macroeconomic levels.