Characteristics of communication strategies for promoting regional Russian TV channels in social media

The article is devoted to the problems of communication promotion of regional Russian TV channels in social media. The reviewed factors which influenced the choice of this promotion option are as follows: digitalization of television, changes in the structure of media consumption, marketing strategies implemented by competitors. The analysis of promotion practices shows the prevailing communication strategies used by Russian regional TV channels in the Web 2.0 environment. The prevalence of the strategy of information promotion used by regional TV channels in social media is related to the approach to social media primarily as a channel for delivering TV content, as opposed to a channel for communicating with the audience.