Broadcast Management in the Digital Age
In the context of global digitalization, broadcast management strategies in television and radio broadcasting stations need to be adapted to new digital realities. Such adaptation is focused on broadcast management from the position of ensuring competitive advantage and sustainability in a particular company in the digital age, through the introduction of fundamentally new innovative approaches in the field of broadcast management. The traditional approach in broadcasting management is focused on the theory of broadcast management strategy in four agreed stages - broadcast planning, organization of team work, actualization of specific actions of the plan and control over the implementation of the company’s strategy. At the same time, in the digital age, a strategy focused on the management of broadcasting as a process is not enough, even if the effectiveness and coherence of actions within such a process. In the context of this study, the theoretical prerequisites for creating an effective broadcasting management system in the digital era were analyzed, and it was proved that broadcasting management in the digital era is a complex process that includes both the management of broadcasting processes at the organizational level and the necessary technical means to ensure effective interaction with users. The author of the study proved that under the management of broadcasting in the digital era, it is necessary to understand a complex process that includes both actions for planning, organizing work, putting into effect specific measures and control, and ensuring the hardware and software part of the work, in terms of interoperability of interaction with users. Only with such an integrated approach is it possible to achieve a competitive advantage in the digital age.