CONTEMPORARY TELEVISION AS PART OF THE SCREEN CULTURE
The paper deals with the transformation processes of contemporary television, preserving the position of the leading media, despite active development of the new media - internet broadcasting, IPTV, and mobile TV. Analyzed are both the immanent connection «culture - society» and the social and cultural aspects of the television content and the screen culture as the information society is being formed, with priority given to formation of new civilization meanings and of intrinsic values.