Methodological aspects and applied instruments of business planning in the media industry

The article deals with topical issues of the theory and methodology of businessplanning in the media. The concept of business planning, based on a comprehensiveanalysis of the factors affecting the competitive position of the media enterprisein the market, is disclosed. The goals, tasks and reasons for developing businessplans are substantiated, ensuring achievement of the desired results of the mediaorganization in the medium and long term perspectives. Practical recommenda-tions are offered on the methodology for drawing up and detailing the sections ofthe business plan for the mass media. The paper formulates general and specificrequirements for professionals in the field of business planning, taking into accountthe characteristics of the media industry.