TV channels are on the air and on the YouTube: the specificity of interaction on the example of “Russia С” and Arte

Purpose. The article presents the results of the analysis of the work of television channels on the air and on the YouTube. This platform appeared in 2006 and has become popular all over the world. Now famous video service has a great influence to the media sphere, and traditional television has to reckon with this fact. The topic of interaction of TV channels with YouTube platforms is relevant for the theorists and practitioners. However, due to its novelty, it can not be called fully studied. Studies dealing with this issue cover only certain aspects of it, and the interaction of cultural and educational channels and their accounts on YouTube has not been considered before. Results. In the article authors analyzed materials prepared by the “Russia С” and Arte channels. These materials were published on the YouTube. The analysis was based on the following features: the number of released materials, views, comments, the specifics of the content (air or special), informational occasions, format and timing. Conclusion. The authors conclude that YouTube channels perfectly complement the on-air broadcasting, giving to the viewers the opportunities of non-linear viewing and encouraging users to be more active. Each of the analyzed channels has its advantages and disadvantages, but undoubtedly the presence of traditional media on new platforms is necessary: YouTube provides viewers with opportunities for non-linear viewing and encourages users to be more active. This means that both “Russia С” and Arte have great prospects in the development of a new Internet space.