The role of marketing communication modern tools for the media industry development

The article highlights the role of modern tools of marketing communications forthe development of the media industry. The analysis of the specifics of the marketdemand and supply interaction in the media market is carried out. It formulates a set of tasks to implement the marketing strategy of the subjects of the media industry and promotion of media products on target markets. Particular attention is paid to the disclosure of the positioning of the media product concept, the principles of its distribution. It is noted that the positioning strategy in the media industry involves the formation of competitive advantages and provides examples of the positioning of Russian TV channels.