=Paper=
{{Paper
|id=Vol-3296/paper8
|storemode=property
|title=Digital Television Space: a Typology of Content as a Reflection of Democratic Processes in Ukraine
|pdfUrl=https://ceur-ws.org/Vol-3296/paper8.pdf
|volume=Vol-3296
|authors=Maria Komova
|dblpUrl=https://dblp.org/rec/conf/scia2/Komova22
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==Digital Television Space: a Typology of Content as a Reflection of Democratic Processes in Ukraine==
https://ceur-ws.org/Vol-3296/paper8.pdf
Digital Television Space: a Typology of Content as a Reflection of
Democratic Processes in Ukraine
Maria Komova
Lviv Polytechnic National University, S. Bandery st. 12, Lviv, 79013, Ukraine
Abstract
The digital television space has the informational and technological potential to ensure access
to information and influence the deployment of democratic processes in the state. The
typological structure of media content and the development of democratic processes in Ukraine
are closely related. As a powerful resource of civil society, the media forms and satisfies
information needs, determines public opinion, and influences the public consciousness of
broad population segments. These information and communication advantages are due to the
use of technologies for transmitting, processing, and storing the television signal in digital form
using digital technologies of the DVB-T standard. The purpose of the research is to establish
the level of use of the potential of digital television in Ukraine to ensure access to information
in the course of the processes of democratization of Ukrainian society, ensuring freedom of
speech. To realize this goal, the following tasks were performed: to determine the types of
television content and features of cross-typological syncretism; establish the topological
structure of the content and its representativeness on the leading television channels; to
establish factors influencing the formation of the typological structure of television channels;
propose ways to optimize the typological structure of television as a component of a democratic
society. The scientific novelty of the study consists in establishing a correlation between the
typological structure of media content and ownership of television channels in Ukraine.
Results. All types of content are presented in the Ukrainian digital television space,
characterized by cross-typological syncretism. The typological structure of the content of the
leading television channels, controlled by oligarchic business structures, has significant
disproportions in favor of the entertainment type. The informational and analytical,
journalistic, and popular science types of content are characteristic of television channels
officially owned by representatives of the professional media environment and civil society.
The lack of transparency of the ownership structure of Ukrainian media causes the
implementation of editorial policy in the owners' interests and the limitation of access to
information and pluralism of opinions. Processes of media de-oligarchization should be
implemented at the level of state policy. Free media, devoid of oligarchic influence, are the
embodiment of two interconnected social phenomena: a function and a result of democratic
transformations in society, media pluralism, and the real provision of freedom of speech.
Keywords 1
Media, television, digital TV, content type, television channel, freedom of speech, media
pluralism
1. Introduction
Television channels widely use digital technologies of the DVB-T standard. In Ukraine the practice
of transmitting, processing, and storing television signals in digital form using digital technologies of
the DVB-T standard has spread. Digital television has many advantages: signal quality increases, the
SCIA-2022: 1st International Workshop on Social Communication and Information Activity in Digital Humanities, October 20, 2022, Lviv,
Ukraine
EMAIL: mariia.v.komova@lpnu.ua (M. Komova)
ORCID: 0000-0002-4115-3690 (M. Komova)
©️ 2022 Copyright for this paper by its authors.
Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
CEUR Workshop Proceedings (CEUR-WS.org)
cost of telecommunication services decreases due to equipment maintenance, communication facilities
expand (possibility of interactive participation in television programs, multilingual audio support, signal
reception stop). Such high communication characteristics of digital television actualize the study of
typological features of its content, which largely determine the potential influence on the formation of
the picture of the world of viewers. Access or artificial hindrance to the use of digital television
technologies is a significant indicator of media pluralism, the role of the media in democratic processes.
The ability to transmit, process, and store television signals in digital form using digital technologies
of the DVB-T standard has a powerful potential to ensure consumer access to information and expands
the information base of democratic processes. Ukrainian society, freed from totalitarian forms of
government, is developing through democratization. Redistribution and actual granting of power to
citizens, communities, public institutions, and organizations, enshrining in-laws the rights and freedoms
of citizens. Freedom of dissemination of information is one of the essential principles of a democratic
society. The media, which selects and distributes interpreted information, is a powerful tool for
democratic transformations. Building an open democratic society is impossible without spreading
various political and social knowledge, pluralism of views, and assessments.
The information space serves as an integrator of modern communication and social processes. It
provides a synergy of such components:
information resources recorded on media;
organizational structures providing collection, processing, storage, dissemination, and retrieval
of information;
a means of information interaction, providing access to information resources.
Thus, it is a multilevel and multifaceted communication structure that accumulates the results of the
semantic activity of society and provides a change and the formation of qualitative characteristics of
social development. The organic component of the system of means of information interaction is
television. Television channels' popularity and technological potential actualize the study of the
typology of meanings they spread.
The typology of media content and the deployment of democratic processes in the state are closely
related. Media as a powerful resource of civil society defines, corrects, satisfies information needs, and
forms a public opinion and social consciousness of broad population segments. These factors determine
not only the intellectual or aesthetic value of the typology of media content but also actualize the
pragmatic component – the dominant type of information that directly or indirectly affects the electoral
priorities of voters. The study of the typological structure of media content makes it possible to explain,
at first glance, the paradoxical, unmotivated, unfounded results of election campaigns.
The worldview orientation of the information space is an eloquent indicator of the democratization
processes of public life in Ukraine. The development of the typological structure allows the realization
of media pluralism as one of the principles of existence of the human right to information and freedom
of expression of views. The human right to information is a norm of the European community [1]. The
concept of media pluralism in Ukraine is actualized in terms of access to information, the use of various
sources of information, and the peculiarities of implementing forms of media ownership. The
typological structure of the content is an eloquent reflection of the peculiarities of solving these issues
in media activity.
Considering the typology of television content as an indicator of access to various information,
various sources of information is a fundamental problem for modern Ukrainian society – the role of the
media in the democratization of society and the construction of civil society.
In the information space of Ukraine, in particular on television, the state and oligarchic capital
occupy a dominant position. It contradicts the requirements of developed democracies and creates
potential opportunities for manipulating public opinion. Civil society institutions operate in democratic
countries: public television and powerful opposition parties with their media. They oppose attempts by
the state or private companies to monopolize the information space.
There are no such counterbalances in Ukraine, which negatively affects democratic processes. In the
conditions of a completely undeveloped media market, the main problem of the domestic "fourth
power" is not dependent on money from advertisers but on political investments in the press (without
which it cannot survive) and the lack of real pluralism [2].
The research's main problem is establishing a correlation between the content of television channels
and the processes of democratization of public life.
The purpose of the research is to establish the level of use of the potential of digital television in
Ukraine to ensure access to information in the course of the processes of democratization of Ukrainian
society, ensuring freedom of speech.
To realize this goal, it is necessary to complete the following tasks:
to determine the types of television content, and features of cross-typological syncretism;
to establish the typological structure of the content and its representativeness on the leading
television channels;
to establish factors influencing the formation of the typological structure of television channels;
to propose ways for optimization of the typological structure of television as a component of a
democratic society.
2. Literature Review
2.1. Typology as a method of systematizing realities according to functional
purpose and genre features
General approaches to media typology. The modern variety of media actualizes the study of their
typology in general and by a segment of their functioning. The classification of documents on paper
and electronic media, including mass media, is one of the fundamental methodological problems of
scientific disciplines in social communications. Some models of species and typological classification
of documents have been created [3]–[6]. The essence of distinguishing the classification of media by
species and types consists in the differentiation of objects of study by species-forming and type-forming
features. Species and typological classifications are created using opposite logical processes: species
classification uses the principle of differentiation of features, typology – integration of features.
During the specific differentiation of documents, the internal worldview organization of thinking is
revealed in compliance with the following basic cognitive principles: systematic grouping of
documents, which involves the identification of a complex of classification features that are in systemic
relationships with each other and thus form integrity; the logic of the grouping of documents, which
involves the division of the concept's scope and the grouping of objects of different levels, connected
by genus-species relations, ensuring the hierarchy and logical sequence of the construction of the
classification scheme; the innovativeness of the grouping of documents, which we interpret as a
reflection in the classification development of transformational processes and their trends, that is, the
introduction of new classification features for fixing and grading new types of media, substantiating the
peculiarities of their conceptual and categorical apparatus; the continuity of the classification
methodology, which is based on the experience of differentiating the features of documents,
accumulated in librarianship, bibliography, archival science [3], [7].
A systematic approach to implementing media typology involves understanding and taking into
account in practical activities the peculiarities of each type, their interrelationship, and achieving unity
of purpose, tasks, and social functions. The media type is based on generalized functional
characteristics, a clear focus on the target reader, and the use of similar content means of genres. So,
the media type acts as a generalizing category of the theory of journalism, which determines the highest
level of journalistic activity. The type is a category that is an indicator of the differentiation of the
features of a certain group of media.
Systemic transformation of the system, types and functional characteristics of social
communications has become a characteristic trend of modern mass media. Qualitative changes in the
media sphere cause it. The theory of journalism is enriched by a significant number of scientific works
on the place of the mass media in the new information space, the formation and development of systemic
connections in the information structure, the influence of the regularities of the functioning of the mass
media as an institutionalized phenomenon of modern Ukrainian society.
Typology of corporate media. Typology of corporate media and functional models of determining
the effectiveness of corporate media activities are considered in the context of institutionalization of the
concept of corporate media and features of modern corporate communication. According to the criterion
of relation to the company, corporate communication channels are divided into two main types:
outsiders and insiders. Further division is into functional subtypes: events, advertising, media, and a
separate category – social media. The typological division can also be based on the characteristics of
the audience and communication technologies [8]. Following the goals of corporate communication
and the functional needs of various divisions of the corporation, it is proposed to divide it into four
types: HR editions, which aim to ensure the company's personnel management function; PR editions,
which aim to ensure the company's image, brand and reputation management function; marketing
editions, which aim to ensure the company's function of promoting the company's goods and services
and increasing sales volumes; commercial editions, which aim to provide the company with the function
of managing advertising flows [9].
Typology of individual genres. Technological progress and social transformations have created
conditions for the spread of television series that explore a wide range of issues in world politics. Based
on an empirical thematic study of geopolitical television series from Norway, Sweden, Denmark,
Germany, and the USA, a typology of the genre into five separate groups is proposed: exotic-irrealist,
parliamentary-domestic, procedural-localised, historical-revisionist, speculative-fantastical [10].
The use of digital technologies on television strengthens the potential of channels in the formation
of a democratic society, ensuring freedom of speech, free circulation of information, development of
critical thinking of users, instilling in them the ability to think independently, to give an objective and
balanced assessment of facts. Digitization of various types of content emphasizes the functional features
of meanings, under the influence of which viewers' knowledge is formed, and independent decisions
are made.
2.2. Problems of formation of information and analytical content
A popular aspect of research on the relationship between television viewing and social media
postings is the parasocial perception of presidential candidates, public figures, celebrities, and athletes
during the 2008 US presidential campaign. The role of social networks in terms of the perception of
candidates in aspects of trust in them, their charisma, the homogeneity of users, the intensity of
information retrieval on the Internet was examined. The results show the consolidating role of social
networks. Voters who communicated in the online space with the presidential candidate are more
homogeneous than those who ignored social networks. Voters who negatively viewed the presidential
candidate were more likely to turn to the Internet for information about him [11].
Viewers show considerable attention to television programs where communication campaigns of
political parties and political leaders take place both during elections and during the inter-election
period. The participation of political figures in various information formats of the television
environment (in information, entertainment programs) is prevalent. Although the election campaign
does not have a deep historical tradition, it achieves high ratings on television networks. The study of
popularity ratings is one of the standard quantitative indicators of the sociology of television. The
inclusion of new television channels and social networks in the election debate poses a challenge to the
communication strategies of political parties, creates new challenges for ranking this new audience,
which is much more active, and generates powerful content [12].
Posts on Facebook, Twitter, the blogosphere, and YouTube videos have become standard marketing
practices for political occasions. Research has found that new media influence political behavior,
knowledge dissemination, group formation, and voter self-efficacy. In the case study, the authors
examined the credibility and performance of the media and their impact on the evaluation of candidates
in the Millennials and Baby Boomers age groups during the 2012 US presidential campaign. It was
examined the credibility and effectiveness of traditional (television, print, and radio) and online media
(political candidates' websites, TV networks, online newspapers, Facebook, Twitter, YouTube, Tumblr,
and political blogs). The findings show that traditional sources, particularly television, have higher
credibility and performance ratings than Internet sources in both age groups. In addition, traditional
media have a more significant influence on the evaluation of candidates in the election campaign among
Baby Boomers, while Facebook and candidates' websites influence the assessment of Millennials [13].
The influence of social media on the audience has forced traditional television to adapt to the new
culture of television consumption. According to the author, television for generating a new audience is
forced to consider the impact of social networks, where the audience is free to express their views, focus
on inaccurate information, and learn the culture of entertainment and consumption, rather than
information affects public opinion. Therefore, television genres are changing flexible formats from
information and entertainment talk shows to thrash shows. The influences and mechanisms of the
emergence of new television formats on Albanian television, their thematic orientation, the typology of
their guests, the peculiarities of talk shows: interaction with the audience, spontaneity of interviews are
analyzed. The study is based on a quantitative and qualitative analysis of the data of the highest-rated
TV, and TV talk shows "Xing me Ermalin" and "Zonë e lirë", which are broadcast on national
television, as well as monitoring social networks and interviews with the host, guests and media
experts [14].
2.3. Problems of formation of scientific, popular science content
Scientific communicators create the visual language of scientific and popular science content
through web videos on the Internet. In recent years, scientific video production has grown, characterized
by various formats, genres, and styles. The use of digital technologies affects the quality of scientific
and popular science content in parallel with narrative strategies, editing techniques, the graphic and
sound design of the video, the number of frames, the type of editing, and special effects. These same
factors indicate the growth of professionalism of scientific communicators [15].
Digital social media and video platforms are gaining significant influence over the traditional media
landscape, particularly scholarly communication. The culture of active participation in digitized content
has changed the role of science journalists, scientists, and experts who are communicators or recipients
in the communication process between science and the public. In this context, it is relevant in two
directions:
creation of a typology of YouTube videos (independent variables, which provides an answer to
the question of the successful functioning of audiovisual media for the transfer of knowledge and
their impact on the episteme of society);
a study of the information needs of Internet users (dependent variables, which provides an
answer to the question of transmitting and receiving scientific information about science using
YouTube videos).
Four types of audiovisual scientific communication on YouTube were identified based on a
systematic analysis and classification of 400 German scientific videos: presentation, expert, animation,
and descriptive, explanatory films. Based on knowledge verification (testing), the power of these new
forms of scientific communication was assessed from knowledge transfer, attitude, and trust in science
presentation. Video type has an essential effect on knowledge transfer and parasocial effects. One of
the central findings of audience research is that video content, information needs of recipients, and
knowledge test results are closely related. A high level of formation of the information needs a model
of the recipients coincides with a high level of assimilation of knowledge obtained with the help of
YouTube videos [16].
2.4. Problems of formation of entertaining, sports content
Local US television stations show income reduction and choose new ways to promote their
information product and increase their audience. The study aimed to identify the level of use of Twitter
by television broadcasters to promote traditional media content. An analysis of tweets from local TV
sports broadcasters found that less than 9% of their Twitter posts were devoted to promoting their TV
sports broadcasts or website. In addition, the survey of athletes showed that the management of TV
stations does not encourage them to use Twitter to promote content, even in rating periods [17].
Research on the connections between social media and television opens up possibilities for modeling
the behavior of players and teams in the most popular sports league in the United States, the National
Football League. Marketers use research results to increase attendance at professional sports leagues. It
was used sophisticated analysis of television and the NFL social network. Experimental results show
that this social network is large-scale. The research methodology can be used to predict the team's
success, as it exceeds the usual rating statistics. Predicting a team's success is driven by a billionaire
betting market that typically uses game statistics to make forecasts. Game statistics are also used to
determine the productivity of players, which determines their salary [18].
The study of the conformity of entertainment content to the peculiarities of the perception of viewers
of different age categories was conducted based on the dynamics of the rating of Indonesian serials.
Furthermore, the categorization of sinetron by the purpose for different age categories, based on the
posts of viewers on social networks, especially on Twitter, was compared with the results of the
categorization established by the Indonesian Broadcasting Commission. Significant differences were
revealed [19].
Research on the influence of activity in social networks on the number of viewers of talk shows on
television, qualitative characteristics of the influence of discussions in talk shows on viewers, and the
ability of talk shows to subsequently provoke discussion in social networks are relevant. The
relationship between the viewers' ratings of the most famous Scandinavian talk show Skavlan and the
public opinion expressed on its Facebook page is investigated. The ratings of TV viewers of the Skavlan
talk show were analyzed. Text messages and comments on Facebook were classified according to the
emotions and moods that the brand causes. The study reveals the patterns of user behavior in the natural
and digital world [20].
Social television is top-rated. It is created by TV viewers who actively comment and communicate
online about TV shows. Social TV data can be valuable to TV networks and advertisers. The study
examines social television, which can be viewed on Twitter using the popular TV app GetGlue. It allows
viewers to register for TV shows while watching them. The study demonstrates a significant ability to
predict the number of weekly viewers of more than 80 popular TV shows. Registration data is as
essential for watching TV as Nielsen ratings. Combining the two sources makes it even easier to predict
watching a TV show. Research shows that social television data, published free of charge to the public,
has real value, especially for accurate television forecasting [21].
2.5. Problems of formation of advertising content
Research on corrective advertising campaigns in social networks, radio, and print media is needed.
The advertising activities of four large tobacco companies, which were ordered by the court to
develop and distribute videos about the health risks of smoking, were studied. Social, print, and
terrestrial media data were used to measure the potential impact of messages. Campaign-related posts
were searched on Twitter by keywords. The analysis of data of social networks, data of ratings of
television advertising, data on expenses for printed advertising was carried out. The corrective anti-
tobacco campaign did not find a wide response on social networks [22].
The object of study is also consumer behavior and the change in thinking due to the transition from
public broadcasting (NRK) to commercial (TV2) broadcasting in Norway. The moods and ratings of
TV viewers and their activity on Facebook during broadcasts of international media events were
analyzed. Text classification and visual analytics are used. There is a clear connection between negative
attitudes and advertising. Positive changes occurred in customer behavior, negative changes – in the
thinking of users [23].
2.6. Digitization of content and meeting the information needs of viewers
With the development of digital networks and television devices, there has been an increase in
television channels, and people experience information overload due to numerous programs to watch.
Personalization is the use of algorithms and data collection schemes, which are used to select and
recommend content to viewers according to their needs. The study presents queveo.tv: a personalized
system of recommendations for television programs. The proposed hybrid approach involves all the
standard tools of any social network (comments, tagging, ratings). This Web 2.0 program greatly
simplifies the selection of television programs [24].
Personalization effectively helps to select and recommend TV programs according to users' interests
and tastes. A personalization of Tribler, a peer-to-peer (P2P) television system, was proposed. It allows
the creation of social networks that can significantly improve the performance of existing P2P systems
by increasing content availability. The study presents a new scheme BuddyCast, which creates a social
network for the user by exchanging user interest profiles. The method of forecasting the user's interest
in television programs, the method of using the social network to implement the truly distributed
recommendations of television programs are proposed. A new user interface is being demonstrated for
a personalized peer-to-peer television system that includes personalized tag-based navigation to view
available distributed content. The user interface also visualizes the user's social network, which
enhances the sense of community, increases trust among users to available content, and creates
incentives for the content exchange in the community [25].
Thus, the analysis of publications makes it possible to trace the main trends of theoretical and
empirical research on the typological features of content in the television information space. We
highlight the following main cross-typological directions of research:
convergent relations of media practice of traditional television and social networks:
correlation between watching television programs and posting on social networks during the election
campaign and in the inter-election period; the relationship between the ratings of popular talk shows
and public opinion expressed on social networks; promotion of television content through popular
social networks; comparison of ratings of advertising campaigns in social networks, on television
and data on expenses for print advertising;
information potential of new media: communication campaigns of political parties, and
political leaders during elections and in the inter-election period; marketing of political campaigns
on Facebook, Twitter, blogosphere, and YouTube;
scientific potential of digitized content transmission: presentations of scientific research;
influence on the episteme of society; impact on scientific communication; impact on the educational
level of the recipients;
psychology of media content consumption: influence of new media on political behavior,
dissemination of knowledge, formation of voter groups; modeling and forecasting the game of sports
teams, game statistics; adaptation of traditional television to the new communication culture
generated by the influence of interactivity of social networks; perception of the content of television
series by viewers of different age categories; changes in consumer behavior and thinking;
specialized media technological developments: personalization of effective selection and
recommendations of television content according to information needs.
Published scientific studies update the convergence, electoral, technological, and psychological
aspects of the functioning of various types of television content. The research presented below sheds
light on the formation of the typological structure of media content as a result and functionality of
democratic transformations, the formation of civil society, and ensuring freedom of speech in Ukraine,
which is highly relevant for Ukrainian society.
3. Methods
General scientific methods such as analysis, synthesis, and generalization were used during the
research. Among the special methods, monitoring and content analysis were used to study the
typological features of Ukrainian television channels.
Typology as a method of scientific systematization occupies a key position in research methodology.
It allows for the classification of media based on standard features. Typology involves grouping media
based on their conformity to a specific integrated model – a type that unites media with the essential
features in common. The typological series of media is formed by division from generalized to partial.
Thus, the process of media typology occurs by generalizing the features of social phenomena based on
an ideal theoretical model and according to theoretically justified criteria [26].
Theoretically based typology criteria provide grounds for establishing whether media content
belongs to a particular type based on a set of features. Based on the concepts of document typology, we
define the content typology by analogy with the document typology [3], [6]. Such a transfer allows the
proximity of the scope of the concepts "document" and "content": a document is a material medium
containing information, the main functions of which are its preservation and transmission in time and
space [27]; content is any information placed on a particular resource [28].
Functional features of programs and programs provided by the program concepts of television
broadcasting determine the typology of electronic media. This mandatory supplement to the
broadcasting license defines the main content characteristics of the broadcast. Theoretically
substantiated criteria give grounds to establish the affiliation of media content to a specific type by a
set of features.
The most significant type-forming features for the typological classification of media content
include:
functional (target) purpose, i.e., compliance with the needs of a particular area of public life
(management, science, production, education, leisure);
reader's purpose, i.e., compliance with the requests of a particular readership group for which
they are intended;
issue and nature of information (genres) contained in the media.
The systematicity of typology is manifested in the interdependence, in the close relationship of type-
forming features. Each type is based on a theoretical model formed by specific communication
characteristics of the information product. An ideal theoretical model of a content type is a
generalization of its features and directly corresponds to the presence of generalized communication
characteristics:
application of certain principles of content selection and systematization;
taking into account certain linguistic, visual, and textual features of the content;
taking into account the psychological features of the recipient's perception of the content.
Theoretically based criteria for the typology of the content of television channels are formed, taking
into account the purpose of media functioning. Content types have the status of markers of their
intended purpose, that is, their role in social communication processes.
The purpose of social communication is realized in the final result of communication interaction:
receiving, understanding, and using the transmitted information in society. It determines the conscious
and purposeful nature of the process of creating an information product on a paper or electronic
medium – in a documentary form, which can satisfy the audience's information needs.
The Law of Ukraine On Television and Radio Broadcasting defines the broadcasting of programs
by the following genres: information and analytical, journalistic, cultural and artistic, scientific and
educational, educational, entertainment [29]. Thus, using the methodology of typification (integration,
generalization of features), we define six types of content that are broadcasting by the media:
information and analytical type, which performs the functional purpose of providing society
with documental and factual information and its interpretation;
journalistic type, which performs the functional purpose of providing society with information
on topical, important socio-political issues; to exert an informational influence on the user, to
encourage an active life position, to change or approve his views; to form public consciousness;
popular science type, which performs a functional purpose to ensure the popularization in the
society of the achievements of science, technology, production, their history;
educational type, which performs a functional purpose to ensure the circulation of scholarly
information in society, to meet the competencies provided by educational programs in the disciplines
of educational institutions;
cultural and artistic, which performs a functional purpose to ensure the acquaintance of society
with the content of creative and artistic works;
entertaining, which serves a functional purpose to ensure the dissemination in the society of
publicly available information about entertainment, amateur art.
The main problem of the research involves studying the correlation of individual manifestations of
democratic processes and only one aspect of content typology – typology by functional purpose. This
aspect of the content typology demonstrates the fulfillment by television channels of the system of
public functions of the media and indicates the dominant and peripheral positions of a particular type
of content.
The scale of the digital information space necessitates the application of a selective approach to the
selection of the empirical basis of research in the media system and the establishment of clear criteria
for the selected object and subject of study. Criteria for choosing the type of media as an empirical basis
for research:
high-tech media (the presence of high technical indicators in terms of coverage, digitization of
content);
popularity among users, compliance with professional standards of journalism (high rating
positions following sociological research of rating agencies, site materials, think tanks);
relevance and social significance of the aspect of research of a specific type of media.
Thus, we consider to justified the choice of television channels as an empirical basis for studying
typological features of the content of television channels.
The study of typological features of TV channels was conducted titles. The study was conducted
during 01.07.2020 – 15.07.2020.
Criteria for selection of TV channels:
belonging to the category of leading TV channels in terms of coverage, and average viewing
time, as evidenced by the materials of TV channel sites, independent rating agency BIG DATA UA;
belonging to the category of leading information TV channels;
belonging to media holdings, which provides for a probable variety of functional and audience
purposes;
belonging to the class of DVB-T2 digital terrestrial television channels available throughout
Ukraine.
The analysis of performance indicators of TV channels according to the specified criteria allowed
to consider justified the choice of TV channels belonging to media holdings (Starlight Media, 1+1
media, Inter Media Group, Media Groupe Ukraine, Novyny Media Holding), as well as leading
information TV channels (Priamyi, 5 Kanal, Espreso). According to the analysis of the rating agency
BIG DATA UA, the UNIAN TV, Ukraina, Ukraina 24, ZIK, Newsone, 112, Priamyi and Espreso TV
channels, which are part of various media holdings or are independent media, are among the top 10
channels in terms of coverage and average viewing time [30]. Almost all selected TV channels have a
high level of coverage, as they are available through DVB-T2 digital terrestrial television technologies.
Moreover, they are positioning as media with different thematic orientation: socio-political (STB,
ICTV, Novyi kanal, 1+1, ZIK, Ukraina, K2, Inter, NTN), news (Priamyi, 5 Kanal, Espreso, Ukraina
24), scientific and popular (Mega), children's (Plius Plius), entertaining (2+2, K1, TET, Zoom, UFO
TV, Indigo TV). UNIAN TV, Newsone, 112, Kino-TV, Muzyka-TV and Bihudi TV channels do not
use digital television technology [31].
4. Results
4.1. Typological features of television content
An applied look at the typology of media content leads to the fact that the analysis tools become
systematic. Systematic typology is manifested in the interdependence, in the close relationship of type-
forming features. The dominant positions among them are occupied by functional and reader's purpose
because the public functions performed by the media and the readership. It focuses on the publication,
determines the depth of coverage of the issue, the nature of information, genres. Therefore, a change in
the functional or reader's purpose causes a change in these parameters of the media.
The typology of electronic media is determined by the functional features of programs and
broadcasts provided by program concepts of television broadcasting. This mandatory supplement to the
broadcasting license defines the main substantive characteristics of broadcasting. These functional
features and peculiarities of television in the context of the global media environment are the current
direction of modern media research [32]. The study of television communication as a specific
phenomenon of the dialogic communicative space is enriched and actualized by technologies of
digitization of humanitarian content.
Television is characterized by the syncretism of typological diversity, a complex combination of
self-sufficient genres and their implementation of various (albeit close to the object of representation)
social functions. Therefore, we classify content by types that have clearly defined segments of social
roles: information and analytical in combination with journalistic (IAJ); popular science (PS);
educational (E); cultural and artistic in combination with entertaining content, which show clear signs
of syncretism (CAE) (Fig. 1).
Figure 1: Cross-typological syncretism of television channels (as of July 1, 2020)
The study shows that the typological structure of modern television space, which, in particular, uses
terrestrial digital television technology DVB-T2 [31] and has the highest level of territorial coverage
and user coverage, is deployed in all types except education (Fig. 2).
Figure 2: Typological structure of the Ukrainian television space (as of July 1, 2020)
The analysis of the typology of television programs and their timing, which are shown on the leading
Ukrainian channels, makes it possible to trace the trends in documental and factual information in the
modern television space.
No television broadcasts of the studied channels could be classified as distributors of educational
content. Educational content that disseminates theoretical knowledge forms practical skills represented
on regional television [33]. Educational content performs an important social function – enriching
adolescents' life experiences and the ability to exist in the digital age. Television has the opportunity to
implement educational and cognitive projects for children and youth, meet viewers' information needs,
and help raise the academic standards of the younger generation. However, at the national level, this
remains an untapped resource.
4.2. Information-analytical and journalistic content on Ukrainian television
Information-analytical and journalistic types are widely represented by leading Ukrainian
information TV channels, which often work in the infotainment format. These include TV channels
whose content consists of multi-genre programs only IAJ types (Priamyi, ZIK, Newsone, 112), as well
as those channels whose content contains programs belonging to other types:
information and analytical, journalistic + popular science (5 Kanal, Espreso);
information and analytical, journalistic + popular science + cultural-artistic, entertaining (1+1, 2+2,
NTN, UNIAN TV);
information and analytical, journalistic + cultural-artistic, entertaining (Ukraina, Inter, STB, ICTV).
The core of any channel that claims the status of a significant source of information about real news –
hard news are information-analytical and journalistic programs (Fig. 3).
Figure 3: Timing of information-analytical, journalistic programs on Ukrainian TV channels
The duration of broadcasting such programs on different channels can be graded at several levels:
maximum: ZIK, Newsone, 112, Priamyi (100% each);
high: Espreso (86%), 5 Kanal (43%), UNIAN TV (42%);
average: ICTV (21%), 1+1 (16%), Ukraina (21%);
low: STB (5%), 2+2 (5%), Inter (9%), NTN (8%).
Topics of information and analytical, journalistic programs are diverse on channels where the timing
is maximum or high: ZIK, Newsone, 112, Priamyi, Espreso, 5 Kanal. The subject of programs is
determined by content analysis of their names.
The content of TV channels is updated, changes the context of the socio-political situation in the
country. For example, the approach of local elections in October 2020 affected the ZIK TV channel.
During the study (01.07.2020 – 15.07.2020), we observe a significant increase in information-analytical
and journalistic programs: an increase in the duration of the broadcast (on average per day from 773
minutes to 1440), the emergence of new political talk shows is at 13:00, 15:00, 17:00, 19:00.
The study shows that Ukrainian television actively uses the genre of infotainment, widely presenting
high-rated entertainment programs, and information-analytical and journalistic programs, the natural
environment of which is documentary and factual information, are designed mainly in the form of
entertainment. The integration of entertainment and information is a characteristic feature of modern
Ukrainian television content. Interactive forms of presenting up-to-date information (Skype, telephone,
remote switching, voting, discussion) in real-time are widely used (Table 1).
Table 1
Information-analytical and journalistic programs Ukrainian television channels
Channel Program titles
StarLightMedia Media Holding
STB "Vikna-Novyny"
ICTV "Fakty" (information issue), "Hrazhdanskaia oborona", "Fakty tyzhnia. 100 khvylyn",
"Nadzvychaini novyny", "Sluzhba rozshuku ditei"
1+1 media Media Holding
1+1 "TSN", "TSN-TYZhDEN", "Pravo na vladu" (final informational and analytical weekly),
"Sekretni materialy"
2+2 "Spetskor", "Tsilkom taiemno"
UNIAN TV "TSN", "TSN spetsproekt", "Spetskor", "Ukrainski sensatsii"
Inter Media Group
Inter "Novyny", "Podrobytsi", "Podrobytsi tyzhnia" (final informational and analytical
weekly)
NTN "Svidok"
Media Groupe Ukraine
Ukraina " Segodnya", "Sogodni. Pidsumky z Olehom Paniutoiu" (final informational and
analytical weekly), newspaper "Segodnya", site segodnya.ua
Novyny Media Holding
ZIK "HARD z Vlashchenko. Pidsumky dnia", "Insaidy tyzhnia z Natasheiu Vlashchenko",
"Detali dnia", "13:00" (talk show), "15:00" (talk show), "17:00" (talk show), "19:00"
(talk show), "Chudova chetvirka", "#Novyny", "Zashkvary tyzhnia", "Narod proty"
(political talk show), "Mizhnarodna panorama z Nadiieiu Sass"
112 "112 khvylyn", "Novyny", "112 Ukraina Live", "Live ShOU", "PRAIM", "Novyny.
Pidsumky", "Puls" (major political talk show), "MAGA", "Nedilia. Live", "Nedilia.
PRAIM"
Newsone "TopNews", "Utro na NewsOne", "Studyia Live", "Bolshoi vecher", "Priamoi эfyr",
"Piatыi uhol. Razvytye", "Эpytsentr ukraynskoi polytyky s Viacheslavom
Pykhovshekom", "Chёrnыi lebed s Vadymom Karasёvыm", "Ukraynskyi format",
"Lychnaia terrytoryia", "Aktualnыe prohrammы za nedeliu", "Protyvostoianye s
Dyanoi Panchenko y Viacheslavom Pykhovshekom", "Khronolohyia nedely s
Viacheslavom Pykhovshekom"
Channels
Priamyi "Reporter. Novyny", "Novyi den", "Priamyi" trafik", "Detali na "Priamomu", "Hariacha
tema", "Po faktu" (talk show), "Sytuatsiia" (talk show), "Ekho Ukrainy z Matviiem
Hanapolskym", "Priamyi efir zi Svitlanoiu Orlovskoiu ta Mykoloiu Veresnem" (talk
show), "Priamyi" kontakt z Tarasom Berezovtsem", "Piata kolonka", "WATCHDOGS"
(Anti-corruption journalistic investigations), "Spetsproekt Vlada khokhotala",
"Ministerstvo pravdy", "Aktsenty", "Shchaslyve interviu", "Velykyi marafon" (talk
show), "Viina za nezalezhnist", "THE WEEK. Mizhnarodnyi ohliad z Tarasom
Berezovtsem ta Piterom Zalmaievym" (talk show), "Pro viisko", "Sound.ChEK", "Velyki
novyny z Tarasom Berezovtsem"
5 Kanal "Chas-Time", "Osoblyvyi pohliad", "Aktualno: Ekonomika. Polityka. Sotsium", "Chas
novyn", "Informatsiinyi vechir", "Chas. Pidsumky tyzhnia", "Taiemnytsi viiny", "Pro
viisko", "Na vlasni ochi", "Kendzor", "Vikno v Ameryku", "Sposterihach", "Randevu",
"Ye sens", "Vechirnii preZEdent"
Channel Program titles
Channels
Espreso "Mizhnarodnyi ohliad", "Studiia "Zakhid" z Antonom Borkovskym", "Subotnii
politklub", "NOVYNY", "Espreso: Debaty" (talk show), "Verdykt", "Hovoryt Velykyi
Lviv" (talk show), "Velykyi efir Vasylia Zymy", "Politklub Vitaliia Portnykova" (talk
show), "Tyzhden" z Mariieiu Hurskoiu", "Chervona liniia z Serhiiem Vysotskym" (talk
show), "#tekhnolohyy24"
Documental and factual information is not dominant for channels with medium and low timing of
information-analytical and journalistic programs. And if we take into account the distribution of news
on TV channels in an entertaining form – infotainment, "easy" news (soft news), then when the viewer
of these channels has the opportunity to think meaningfully about the news?
4.3. Popular science content on Ukrainian television
Popular science type is represented by Ukrainian TV channels, which show programs in combination
with:
popular science + cultural and artistic, entertaining (Mega, Plius Plius, Novyi kanal);
popular science + information-analytical, journalistic (5 Kanal, Espreso);
popular science + information-analytical, journalistic + cultural-artistic, entertaining (1+1, 2+2,
NTN, UNIAN TV).
The content of Ukrainian TV channels, which can be considered as popular science type, is presented
very modestly (Fig. 4). The duration of the broadcast of popular science programs on different channels
can be graded at several levels:
high: 5 Kanal (57%), Mega (50%);
average: UNIAN TV (30%), 2+2 (23%);
low: Novyi kanal (8%), 1+1 (8%), Espreso (7%), Plius Plius (3%), NTN (1%).
Figure 4: Timing of popular science programs on Ukrainian TV channels
The highest percentage of popular science programs is broadcasted by 5 Kanal, including "Time
Machine", "Mirror of History", "Unimagined Stories", "Inspiration", popular science documentaries on
historical and adventure topics. The Inter Media Group media holding presents the Mega TVchannel,
successfully combining the demonstration of entertainment and educational programs. In particular,
this channel broadcasts the most popular and exciting TV programs worldwide (Animal Planet, BBC,
National Geographic, History), the best documentaries, entertainment and science shows, programs on
historical topics, sketch shows. Significantly, TV channels with ultra-high coverage of the territory of
Ukraine (STB, ICTV, Inter, Ukraina) do not broadcast a single minute of popular science content.
Undoubtedly, Ukrainian television avoids broadcasting programs of cognitive, educational, social,
analytical nature (Table 2).
Table 2
Popular scientific programs of Ukrainian television channels
Channel Program titles
StarLightMedia Media Holding
Novyi kanal "Zona nochi. Novyi pohliad"
1+1 media Media Holding
1+1 "Zhyttia vidomykh liudei"
2+2 "Zahublenyi svit", "Pomsta pryrody"
Plius Plius "Svit chekaie na vidkryttia"
UNIAN TV "Hroshi", "Zbroia", "Pomsta pryrody"
Inter Media Group
NTN "Taiemnytsi svitu"
Mega "Remesla za pryznachenniam", "Tvarynna zbroia", "Teoriia Zmovy",
"Naidyvovyzhnishi tvaryny svitu", "Yizha bohiv", "Zaboronena istoriia", "NLO z
mynuloho", "Zahadky Vsesvitu", "Liudstvo: zabuta istoriia"
Channels
5 Kanal "Mashyna chasu", "Dzerkalo istorii", "Nevyhadani istorii", "Natkhnennia",
"Avtopilot-novyny", "Avtopilot test", "Kopiika do kopiiky", "Medekspertyza",
"Maistry remontu", naukovo-populiarni dokumentalni serialy na istorychnu,
pryhodnytsku tematyku
Espreso "Istorychna pravda", "Istorychna pravda z Espreso", "PRO finansy", "Espreso:
kapital"
Therefore, a severe and inquisitive viewer who wants to supplement their knowledge, raise the level
of general culture will seek information outside of television. There is also the problem of availability
of high-quality popular science content because often popular science programs are paid, for example:
"Life of famous people" (1+1); "Lost World", "Revenge of Nature" (2+2); "The world is waiting to be
discovered" (Plius Plius); "Weapons", "Revenge of Nature" (UNIAN TV).
4.4. Cultural and artistic, entertaining content on Ukrainian television
The following channels broadcast exclusively cultural and artistic, entertaining content: Muzyka-
TV, Zoom, Kino-TV, UFO TV, Indigo TV, K1, K2, Bihudi. Entertainment, cultural and artistic
programs are available on all TV channels, except Priamyi, 5 Kanal, Espreso, ZIK, Newsone, 112.
Entertainment products have flooded the television space. The share of entertainment programs on the
leading all-Ukrainian channels is huge: STB – 95%, ICTV – 79%, Novyi Kanal – 92%, 1+1 – 76%,
2+2 – 72%, Inter – 91%, NTN – 91%, Ukraina – 79%. And these channels have the best broadcasting
support. They speak through terrestrial and cable networks, satellite, digital DVB-T2, technical
coverage of each of them is more than 90% of the territory of Ukraine (in Inter – 99,7%).
Television programs of the studied channels, which, in our opinion, could be qualified as distributing
educational content, have not been identified.
5. Discussion
5.1. The connection between media content typology and democratic
realities, media pluralism
The typology of any media's content, especially as influential as television, correlates with issues of
media consumption. Media consumption culture is a unique socio-communicative environment that
influences information users and forms beliefs and values. It encourages decision-making and action
[34]. Therefore, a balanced typological aspect of television space directly impacts the formation of a
harmonious personality and responsible civil society.
The vital issue that actualizes consideration of the typological structure of the television space lies
in the course of development of Ukraine as a state that laid deep democratic traditions during the
existence of the Ukrainian Cossack state, in the articles of the Constitution of Pylyp Orlyk (1710), in
the state-building activities of the Ukrainian People's Republic, however, was in the status of a colony
for a long time [35]. The influence of the media on forming a civil society with precise national and
state-building positions, developing critical thinking among viewers, and expanding worldview are the
questions that determine the side of the barricades on which the Ukrainian media stand.
For Ukrainian society, the issue of forming the typological structure of media content as a result and
functionality of democratic transformations, the formation of civil society, and ensuring access to
information in Ukraine is highly relevant.
Statistical data analysis proves that the specificity of media ownership is correlated with the typology
of media content, ensuring media pluralism in Ukraine.
A vivid dominance of entertainment content characterizes television channels controlled by
oligarchic capital. Its purpose does not involve the intellectualization of the audience or the formation
of the civic position of the audience. The typological priorities of Ukrainian television channels are
motivated by the possibility of their owners exerting political pressure on the authorities and, in the
future, realizing their business interests.
Media companies' channels, which are the official property of civil society representatives, are
characterized by high indicators of informational and analytical, journalistic, and popular science
content. This direction corresponds to Ukraine's political, military, and economic challenges for the
past eight years.
The typological structure of media content has not only informational, intellectual, cultural, or
aesthetic significance. It also defines a pragmatic component – the dominant type of information and
its quality directly or indirectly affects the electoral priorities of voters. The study of the content
typology allows us to predict and explain the programming of the results of election campaigns at the
national and local levels.
The influence of the content on the identity of the viewers is evidenced by a comparative study of
the broadcast in the 1980s on Arab government television stations of a Japanese anime series and the
showing of the same series today on Syrian social networks, but copied and edited in the traditions of
the dissident culture against the Assad regime and the Islamic state Initially purely entertaining content,
after editing, acquires a sharp political color. A typology of nostalgic online practices in the context of
war and insurgency is proposed: nostalgic defiance expressed in calls for political action; nostalgic
mockery reflected in subversive nostalgic humor aimed at authority; nostalgic pain as a response to the
trauma of war and exile, such as in the Syrian refugee crisis [36].
5.2. The relationship between media content typology and ownership
The relationship between ownership and content is a determinant of the strategic tasks of media
companies. The structure of content's flows includes the following types: Create and Play, in which the
company retains control and ownership of the content; Discover and Link, in which the company
discovers content but retains ownership; Fetch and Distribute, in which the company loses control and
ownership of the content; Open and Play, in which users create the content and communication
structure [37].
Since the mid-1990s, the dependence on the ownership structure and channel offerings has been
traced. The success of national content on various television channels was noted, but also the constant
efforts of international television channels to localize their offers. The transnationalization of television
in Europe predetermines the spread and assimilation of entertainment programs across borders [38].
We believe there is a correlation between the typological structure of television channels and the
owners, who use the media to realize their pragmatic goals of a political and business nature. Ownership
relations in the media sphere in Ukraine are primarily opaque. Beneficial owners are individuals or
companies registered in offshore zones that own or control media companies without an official and
public declaration of their rights. National legislation does not oblige media companies to disclose their
actual owners nor those who influence or determine their editorial policy. Offshore legislation also
protects the privacy of owners [39]. Internet publications and electronic versions of traditional
television channels demonstrate a positive experience in terms of transparency. In 2021, the Institute of
Mass Information published the results of research on the transparency of online publications, which
related to three primary parameters:
information on the website about contact data;
data about the person responsible for the content (manager / editor-in-chief);
media owner data.
According to the study's results, in 2021, 50% of Ukrainian media are mostly transparent. Let us
compare, in 2020 – 40%, in 2019 – 28% [40].
However, the transparency of media ownership remains a significant public problem. We believe
that the specificity of media ownership directly affects the typology of media, ensuring media pluralism
in Ukraine. A specific interval from the time of the research (July 2020) to today (July 2022) allows us
to assert significant changes in the ownership structure and content of television channels, but the nature
of these changes is different and requires further research.
5.3. Grouping of Ukrainian television channels by the form of ownership
We single out 3 groups of television channels, which are characterized by a correlation of typological
structure (and thus the purpose of the content) and ownership.
1. The most influential group comprises media holdings owned by oligarchic capital. According to
the public, they are controlled by oligarchs: V. Pinchuk – Starlight Media (STB, ICTV, Novy Kanal);
I. Kolomoiskyi – 1+1 media (1+1, 2+2, Plus Plus, UNIAN TV, TET, Bigudi); D. Firtash – Inter Media
Group (Inter, NTN, K1, K2, Mega, Music-TV, Zoom, Kino-TV); R. Akhmetov – Media Group Ukraine
(Ukraine, NLO TV, Indigo TV). Viewers and the expert community do not have accurate and reliable
information about the actual owners. The typological structure of the content of the oligarchic channels
is very eloquent: entertainment programs dominate, despite military, economic, social, and political
problems: STB – 95%, Novy Kanal – 92%, Inter, NTN – 91% each, ICTV, Ukraine – 79% each, 1+1 –
76%. The editorial policy of these leading Ukrainian TV channels with the maximum coverage of the
territory and reach of viewers indicates communication priorities: television content is aimed at
thoughtless, meaningless, superficial consumption of simple, shallow meanings.
For the most popular channels of media companies controlled by oligarchic capital, the following
features of the typological structure are characteristic:
entertainment content dominates (STB, ICTV, Inter, Ukraine, 1+1, Novy, NTN are within
76% – 95%);
informational and analytical, journalistic content tends to peripheral positions (STB, ICTV,
Inter, Ukraine, 1+1, Novy, NTN are within 5% – 21% or completely absent);
popular science content is absent or present in small amounts (1+1, NTN are 8% each).
How fully and effectively can actual documental and factual information be disseminated in
conditions when the leading all-Ukrainian TV channels show information-analytical and journalistic
programs very limited (regardless of the interpretive aspect)? Popular science programs are scarce. And
the quality, intellectual, aesthetic, cultural level of many entertainment programs is beyond limits. The
cognitive-educational, educational, moral, and educational functions of television are far on the
margins, and accordingly, intellectual influence.
2. TV channels Espresso, 5th and Pryamiy distribute informational and analytical, journalistic,
popular science content with a pronounced statist, pro-Ukrainian direction. An objective, quick and
complete presentation of information, respect for human rights, compliance with ethical standards, and
European and universal values – these are the basic principles of high editorial standards of Espresso,
5th and Pryamiy [41].
Channel 5 is a Ukrainian informational and educational TV channel created according to the
standards of the BBC. It is the only Ukrainian channel dominated by popular science content (57%). It
also widely presents informational and analytical materials (43%). From 2003 – 2021, it officially
belonged to P. Poroshenko. In February 2021, P. Poroshenko became the official owner of Pryamiy,
which provides informational, analytical, and journalistic content (100%). In November 2021, media
professionals, journalists, public figures, and people's deputies of Ukraine created a new media holding
Vilni Media, which acquired 100% of the corporate rights of the Pryamiy and 5th channels [42].
The Espresso channel provides informational and analytical (86%) and popular science (7%)
content. The channel belongs to I. Zhevago and L. Knyazhytskyi, representatives of successful
Ukrainian entrepreneurship, integrated into the Western world and the professional journalistic sphere.
Thus, this group of channels, led by owners from the media and business environment, focused on
establishing the democratic foundations of the Ukrainian state and spreading freedom of speech,
demonstrates a typological diversification of content. It corresponds to the informational needs of the
Ukrainian viewer, the current needs of social life, and the standards of leading world media.
Unfortunately, on April 4, 2022, the state Concern of Radio Broadcasting, Radio Communications
and Television, without warning or further explanation, turned off the air on the T2 digital network of
these three national broadcasters [43]. The staff of the news channels sent an open letter to the head of
the European Union representation in Ukraine M. Maasikas [44]. The public has registered a petition
on the website of the Cabinet of Ministers of Ukraine, in which Ukrainians demand to protect freedom
of speech and to return TV channels to the Ukrainian digital airwaves [45], [46]. Civil society will not
put up with restrictions on freedom of speech.
3. TV channels "NewsOne", "ZIK" and "112 Ukraine", which were part of the Novyny Media
Holding, broadcast exclusively propagandistic informational, analytical and journalistic content of an
openly anti-Ukrainian and pro-Russian orientation. By decree of the President of Ukraine, the channels
were blocked due to the anti-Ukrainian activities of their owners [47]. The unofficial owner of the
channels was the politician V. Medvedchuk, whom the court arrested on April 12, 2022 on charges of
treason [48].
Thus, the following features of the typological structure are characteristic of the most popular
channels of media companies controlled by oligarchic capital:
entertainment content dominates (STB, ICTV, Inter, Ukraina, 1+1, Novyi, NTN are within
76% – 95%);
informational and analytical, journalistic content tends to peripheral positions (STB, ICTV,
Inter, Ukraina, 1+1, Novyi, NTN are within 5% – 21% or completely absent);
popular science content is absent or present in small amounts (1+1, NTN are 8% each).
Channels of media companies, which representatives of civil society officially own, are
characterized by:
informational and analytical, journalistic content dominates or gravitates towards priority
positions (5th, Espresso, Pryamiy are within 43% – 100%);
popular science content dominates or gravitates towards peripheral positions (Espresso, 5th are
within 7% – 57%).
5.4. Anti-oligarchic models of the media
The phenomenon of oligarchic mass media is not characteristic of countries with developed
democratic traditions. The European approach to media ownership regulation policy is one aspect of a
broader approach to media pluralism. The European Parliament, the European Commission, the Council
of Europe, and the parliaments of states-members regulate media ownership at the level of political and
legal acts. These factors influenced the development of the Media Pluralism Monitor for the European
Commission [49].
Small markets for producing and selling media content in small states of Western Europe and other
regions determine the peculiarities of the content structure. The dependence and high penetration level
of foreign media complicate the activities of domestic media in small states. To protect and promote
media pluralism, small states can pursue interventionist and protectionist policies to regulate the mass
media [50].
The anti-oligarchic media model in Ukraine is considered in the context of the implementation of
liberal policy and liberal subjectivity in the professional culture of Ukrainian journalists. Anti-oligarchic
liberal reform of the media is based on certain Anglo-American concepts of journalistic practice. The
ideas of media liberalism have a contradictory character since, at the same time, they support oligarchic
patronage and expand the influence of liberal politics in Ukraine [51].
We believe that the transition to the anti-oligarchic television model in Ukraine will expand
representation on the channels of informational and analytical, journalistic, popular science, and
educational content. Media activity following anti-oligarchic professional standards requires a
systematic approach and solutions at different levels. We offer the following theses for discussion.
Regulatory level. The National Television and Radio Broadcasting Council of Ukraine must:
provide for the inclusion in license agreements of a clause not only about the possible typology
of channel content, but also about the quota representation of different types of content;
to monitor compliance with the Program Concepts of the channels, which must specify explicit
quotas and time in the broadcast network for popular science and educational content.
The Antimonopoly Committee of Ukraine should take measures to de-oligarchize the media
environment and limit the monopoly of oligarchs on the information of holdings 1+1 media, Media
Group Ukraine, Starlight Media, Inter Media Group. All media groups are unprofitable companies. In
the conditions of a prolonged economic crisis in the country, there is not enough advertising content for
everyone. The status of the media business is not determined by direct financial profits, or the ability to
exert political influence on the government and citizens. The integration of Ukraine into the European
commonwealth requires greater transparency of the big media business. The total unprofitability of
media groups shows that they are not a separate business but only a tool of political pressure.
The level of editorial boards. The media work in conditions of fierce competition for the viewer's
time. In Ukraine, the audience resource is divided between free networks (digital broadcast television
network, satellite television network) and paid networks (cable TV, OTT, DTH services).
In total, about 10 million viewers. Classical television is gradually losing its audience, which
switches to watching videos online due to new means of communication. The marketing research results
and trends in selling television equipment are worth considering. Ahead is a tough fight for the audience.
It is possible to attract a new target audience by promoting targeted content like popular science.
A positive example can be media that show popular science, and documentary content, but it is paid.
Local and regional television promotes educational content. There are successful examples of
cooperation between television and scientific and creative circles in preparing educational and cognitive
content.
Audience level. Almost half of the viewers are pay-TV users. However, today there are powerful
processes of diversification of media platforms usage. Payment for content should make media activity
a business and eliminate oligarchic influence. An open market will enable the fight for viewers who
will stop paying for content that suits media owners' business and political interests. It requires a mass
audience that has critical thinking, the basics of media literacy, and information hygiene. Such
information needs must be satisfied from sources of information of various types.
Thus, the state and prospects for developing the typological structure of media content are in line
with the implementation of state policy, the satisfaction of business interests, and society's
understanding of the importance of popularizing knowledge through the media.
6. Conclusions
The correlation between the typological structure of the digital television space and democratic
processes in Ukraine was explored based on the analysis of the programming concepts of TV channels
that have a high level of coverage and maximum coverage of viewers. These information and
communication advantages are due to the use of technologies for transmitting, processing, and storing
the television signal in digital form using digital technologies of the DVB-T standard. In the Ukrainian
digital television space, all types of content are presented, except for educational content. It is
characterized by cross-typological syncretism, a complex combination of self-sufficient types and their
implementation of various social functions.
The typological structure of the mass media gives grounds for asserting the full realization of their
social functions. An objective criterion of media functionality can only be the goal of the
communication product's impact on the user.
The specificity of media ownership directly affects the media typology, ensuring media pluralism in
Ukraine. The typological structure of the content of the leading television channels, which are controlled
by oligarchic business structures, has significant disproportions in favor of the entertainment type. The
typological priorities of Ukrainian television channels are motivated by the possibility of their owners
exerting political pressure on the authorities and, in the future, realizing their business interests. The
content of informational and analytical, journalistic, and popular science types is characteristic of
television channels officially owned by representatives of the professional media environment and civil
society.
Content is a communication product that exists on the media market in the form of communication
goods and services related to the audience's access to information but carried out from the standpoint
of implementing the editorial policy or interests of the owners. That is why the issue of transparency of
the ownership structure of Ukrainian media is gaining particular relevance. Processes of media de-
oligarchization should be implemented at the level of state policy. Free media, devoid of oligarchic
influence, are the embodiment of two social phenomena: both an instrument and a result of democratic
transformations in society, media pluralism, and the real provision of freedom of speech.
The study of the typological structure of Ukrainian television develops the concept of information
influence on consumers. The dissemination of content in social communications takes place in the
system of managing social consciousness, that is, in the processes of conscious programming of
consumers' views, feelings, emotions, and moods.
The development of media typology provides the processes of intellectualization of society through
the circulation of objective, diverse, complete documentary and factual information. The social status
of the media in the context of informatization, globalization, and widespread expansion of the media
space updates documental and factual information that can be stored and reproduced on a variety of
traditional and modern electronic media. However, these ideal provisions contradict political,
economic, and psychological realities. The balance of the typological structure of the media is directly
influenced by the political, legal, moral, ethical, and cultural realities of society. They determine the
actual status and functions of the media in society. Ukraine is developing as a European, democratic
state, where media practice should be controlled by the civil society based on the principles of high
professional standards.
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