Media event as a model of cultural and educational TV programs (as exemplified by “The Hermitage. 260” project on St. Petersburg TV channel)

The article analyzes convergent integration processes in the television sphere and the muse-um media space using the example of “The Hermitage. 260” TV project reflecting the transformation of television genres. The educational and organizational functions of television are manifested in the representation of the topic of culture through a characteristic compositional and content-based approach to content creation – a television construct of a cultural event based on a set of creative solutions and television tools, including live broadcast. The stability of this model can be justified by its associativity with E. Katz’ theory of television ceremonial occa-sions. The purpose of the study is to consider the complex television model of a cultural and edu-cational television program going beyond the genres, which as standard for journalism, as a me-dia event, as well as to analyze some event communications as tools shaping the audience im-pression on television and in the museum. The methods of case studies, comparisons, and generalizations allow concluding that televi-sion details and scales up a cultural event, combining multi-genre materials in an integral struc-ture and using live broadcasting as a tool for new dramatic solutions in television journalism and for the implementation of the educational function of television.