MEDIA BUSINESS IN UKRAINE DURING THE WAR: ECONOMIC CHALLENGES AND DEVELOPMENT PROSPECTS

Анотація

The article investigates the state of Ukraine's media business in wartime as an essential attribute of the state's economic system. It explores the scientific foundations for understanding the essence of state media business and its functioning in wartime conditions. The stable development of media business influences the creation and realization of unique, competitive, high-quality, independent, and reliable content, as well as traditional informational products, which, in turn, contribute to the rational formation of the population's value tree and the effective implementation of the social mission. Modern media business is a branch of entrepreneurial activity aimed at creating, distributing, and monetizing media content. An analysis of the dynamics of Ukraine's press freedom index over the years of the russian-Ukrainian war is conducted, examining its elements among 180 countries. Direct and indirect security threats to media business at the current stage of operation are identified. The war has led to socio-economic challenges for the media business, including: a staffing crisis and migration, mobilization, psychological and emotional burnout, turnover, the loss of qualified workers, instability of donor assistance, international support, risks of financial fragility, infrastructure destruction, equipment theft, blackouts, lack of risk management, and long-term planning for organizations post-victory. The main problems of the modern domestic media business are emphasized. These have resulted in a decrease in the number of reports, reduced efficiency of media business, and the loss of a significant audience. The dynamics of the World Press Freedom Index for 2022-2024 are analyzed, showing a direct correlation between the changes in the World Press Freedom Index in Ukraine and the impact on it of the state of the security, economic, legal, political, and socio-cultural spheres. Modern trends in the functioning of media business in Ukraine include high operational risks, alignment with Western media industry standards, digitalization, a shift in focus towards the virtual electronic media segment, convergence of media and new technological solutions, and flexibility as a necessity for rapid adaptation to changes and uncertainties in the contemporary media market during wartime and other crises. Directions for the development of media business during and after the war are proposed. Keywords: media business, war, economic system, values, state, information product, development trends.

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