Conceptual framework of business planning as a comprehensive justification of media projects

The article is devoted to the theory and practice of business planning in the field ofmedia. The authors reveal the goals of the process of a business plan developing formedia projects, its purpose, composition and structure. The methodological problemof assessing the market opportunities and capabilities of a media enterprise in thepreparation of a business plan for a media project is revealed and substantiated.The basics of the project approach in the preparation of a business plan formedia enterprises are consistently disclosed with its advantages characterized.Recommendations on the business plan model development for a media projectas a complex strategic document are offered; the functional value of expertise andeffectiveness evaluation of a media project for monitoring and controlling theimplementation of its indicators is defined.