Communicative activities based on digital technologies as a basic trend of success among television industry enterprises

The article presents arguments for the necessity of using digital communication technologies by television industry enterprises in order to ensure their success and prosperity. It shows the role and place of traditional and prospective marketing communications in the face of intensifying competition in the television market. The authors showcase the use of modern technologies and digital marketing tools by enterprises in the television industry and offer specific practical recommendations for the use of digital marketing technologies by domestic TV channels. A particular attention is paid to the modernization of TV channels’ activity in social networks, the use of targeted advertising and neuromarketing.