University media as a communication tool during the COVID-19 pandemic

The article deals with the implementation of corporate communications of «SUSU-TV» TV and Radio Company during the lockdown. This period was associated with restrictions due to the pandemic caused by COVID-19. The analysis of the content of the work of the main departments of TV and Radio Company in the new conditions of communication strategies, caused by digital transformation and mediatization of all educational processes, is herein presented. The research presents a scientific review of established theories and approaches related to the phenomenon of corporate media and the specifics of their practical application, related to the emerging trends in the new media space. The article considers substantial and structural changes in the activities of «SUSU-TV» during the transition to new media formats, as well as the creation and implementation of projects, relevant to the pandemic period. An analysis was made of leading media projects created specifically during the lockdown period to improve the quality of information and awareness of the student audience on the hottest issues. The specific experience of the television and radio company during the pandemic is presented, and the key changes in the forms and genres of the main projects are shown. The experience of the transition to mass media resources, and the strengthening of the presence in the social network VKontakte, popular among young people, are also shown. An attempt was made to evaluate the effectiveness of the transformation in relation to the student media consumers, and to identify the peculiarities of reflection and involvement of the student audience. As a result, the main results of the communication activities of the TV and radio company are reflected, and the effectiveness of the selected tools of work is justified.