Digital Transformation of Television Companies in Russia

Television has been dominating the Russian media system with large audiences and attracting the major advertisers in recent decades. The digital transformation as an inevitable process affects all media companies, advertising market and media regulation. That is why the transformation of the traditional broadcasting is of particular interest of the researchers. The aim of this paper is to understand how the process of digitalization influenced the business strategies of the main television companies in Russia. Based on the eight in-depth inter views conducted with the top managers of the TV companies the authors came to the conclusion that the development of digital strategies is a priority for most television companies, but the processes are very slow and their understanding is still at a low level.