Along with other interpretations, the term “media” is used to refer to various types of data (content), which represent the information content of a message in the communication process (texts, graphics, multimedia, etc.).

The term “media” can be interpreted as follows:

— a set of means of audio, television and visual communication;

— filling out the information message;

- means of disseminating information.

Summarizing the above, we can define “media services” (or “media services”) as services for the creation of various types of data (content) and their delivery to target audiences using a complex of various media.

Segments of the film and music industry, video games and mobile applications also refer to media as mass media and services related to them.

Summarizing the above, it is legitimate to single out the following sectors of media services:

— industries producing content of any format, including

— production of digital content (including applications, video games, multimedia);

— music industry;

- film industry;

— the consumer himself, when he becomes the source of information generation and dissemination (in the case of social media);

— information dissemination industries (mass media and media services related to their use);

— solutions for storing and processing information;

— industries specializing in content transmission, including all the latest developments that allow content to be distributed quickly and efficiently, reaching the largest possible audience;

— industries that provide promotion and monetization of information.

In this classification, media services are considered in the broadest sense: the subject of study is information in its various manifestations - from information messages to storage systems for large volumes of data.

When studying the sphere of media services in the context of the information dissemination industry and related services, it is necessary to consider the main types of media. In this context, they act as an asset for the creation of media services, representing an intermediate link, a means of delivering information and news.

Experts distinguish two main directions - traditional and “new” media. The “traditional” ones include :

- TV;

- radio;

- press;

— outdoor advertising media;

- movie;

- other media.

Modern experts identify another type - “new media” (or “new media”, or “digital globalization”). R. Neumann, a professor at the University of Michigan, defined new media as “a new format for the existence of mass media, constantly available on digital devices and implying the active participation of users in the creation and distribution of content”.

That is, with the advent of computer technology and the Internet, traditional media are undergoing a transformation, taking on a new look, actively participating in the development of the media services market.

The main feature of “new media” is interactivity. This type of communication means essentially provides a connection between the user and information. In addition, “new media” is a separate service industry with its own segmented market and specialists, where the main intermediary is the Internet.

The development of “new media” is happening very rapidly. The following types can be distinguished:

— “social media” (Social Media) — channels and platforms based on Internet technologies for communication and exchange of information between users. There are various types of them, such as social networks, photo and video hosting, forums, platforms for joint communication, etc. This type of “new media” fully complies with the main criterion - communications between users are not limited in any way, completely integrative. In addition, the distinctive features of social media include the direct participation of each user in the generation and broadcast of media content, which ensures a high degree of involvement in the process, maximum speed of feedback and user personalization;

- video blogs/blogs - websites that are a blog styled like a diary, built using reverse chronology to display

placement of new material. The differences between a blog and a traditional diary are determined by the environment: blogs are usually public and involve third-party readers who can enter into public debate with the author, this is done by commenting on the entry. Currently, there is a tendency to replace television channels with video blogs (for example, many video blogs on the website www.youtube.com are called channels);

- Wikis are information-focused websites that use special software to create the interface and update the content. The most obvious example is the online encyclopedia Wikipedia.org;

- podcasts (Podcasts) - the process of creating and distributing audio or video broadcasts (that is, podcasts) on the World Wide Web (usually in MP3, AAC or Ogg/Vorbis format for audio and Flash Video, etc. for video broadcasts). These are audio files that can be listened to on a computer or portable device. As a rule, podcasts have a specific topic and frequency of publication, but there are exceptions;

— email services (email) / electronic newsletter. It is a digital analogue of mailing, but provides prompt feedback. A couple of years ago, sending letters via e-mail was associated with a flow of unnecessary information (so-called “spam”). However, nowadays, with the advent of various services that allow you to include not only text in a letter, but also information in other formats, as well as structure the information and make the letter designed in a certain style, this direction has received a new meaning. There is a whole direction in marketing communications that studies email newsletters - starting from the style of writing the subject, heading, body text and ending with the arrangement of various blocks in the body of the letter;

— Mashup (mashup) is a web application that combines data from several sources into one integrated tool; for example, using Google Maps map data and adding real estate data from Craigslist to it, creating a new

a unique web service not initially offered by any of the sources [8];

— net art (or “network art”; English net.art, English Internetart) is art that uses the Internet as its main means of expression. A work of net art (or “network art”) can be called an art project in which the Internet is a prerequisite for perceiving the work, expressing the artist’s ideas, or participating (in interactive projects).

This is not a complete list of types of “new media”. The development of this direction is happening rapidly. The most useful and common ones from the point of view of use as media means of communication are correctly listed above. At this level, media serve not only as a means of disseminating information messages, but also as their producer.

One example of the results of the implementation of media services aimed at creating a visually understandable and memorable graphic image representing statistical information is the products (images) of infographic creation services. Infographics - (from the Latin tGogta^o -

awareness, explanation, presentation; and other Greek urafgko^ - written, from urafyu - I am writing) is a graphical way of presenting information, data and knowledge, the purpose of which is to quickly and clearly present complex information. This is one of the forms of information design.

This example of the formation and creation of visually accessible and intuitive information demonstrates in practice the work of a product (service for creating infographics) in the media services industry.

Recently, studies conducted by professional associations have noted an increase in the volume of “new” media, competing with “traditional” ones, demonstrating a steady trend of audience flow to online media. The online segment is growing and expanding in terms of audience reach. The influence of the growing number of online media (including social) on various aspects of the development of “traditional” is also a constant topic of discussion in the media themselves and in the expert community.

At a certain point in time, starting from the beginning of the 21st century, there was so much information that the main criterion for the media became the convenience of presenting information and its perception by contact audiences. The value of media in this regard

Comparison of qualitative characteristics of traditional and new media*

Evaluation criterion Traditional media New media

Speed ​​of information delivery Low (print media) or medium (television, radio) High

Interactivity Closed Open

Method of presenting information Text, audio, video Visualization of information, “picture”

Degree of audience activity Content is generated only by the manufacturer Providing the ability for the user to generate content

Volume of information presented Complete and detailed Brief, maximum convenient for visual perception

consists not in creating the information message itself - there are already plenty of them, but in the way and means of conveying it to the audience so that it is visible against the background of information noise and demonstrated as conveniently as possible. This is what served, and still serves, as the impetus for the development of “new” media.

When providing services using media channels, there is currently

There is an interpenetration of traditional and “new” media as part of media services. For example, there are interactive tools that are “growth points” for traditional media. They blur the apparent boundaries between them and “new” media.

broadcasting via the Internet in real time.

In addition to the interactive games with listeners that are normal on radio broadcasts (calls, SMS and Internet messages) and the growing format of programs formed from the content of listener calls, Internet radio and designers of author’s audience projects based on the Internet can be considered growth points.

Projects for the formation of radio audiobooks, within the framework of which consumers independently

carefully select and “publish” audio products for internal or external use - from collections of poetry to author’s readings of popular books or famous songs.

The use of interactive forms of audience engagement in the field of print media is not widespread. The exception is glossy publications, which are often used as a survey tool and to encourage participation in it with a gift.

Growth points for print media are based on technological solutions, such as the introduction of electronic paper and the distribution of electronic versions of publications, as well as the transition of publications into the personal spaces of readers based on social networks such as Facebook and Twitter.

The general direction of development of outdoor advertising, which occupies a special place in media services, is reducing volumes while increasing the quality of contact. In this case, it should be noted the use of one, but large-sized surface, combining several shields for their interaction with each other, and the use of additional physical objects and effects on it (special lighting, light reflection, movement under the influence of wind, etc.).

Growth points for outdoor advertising, in particular, are the installation of additional options and useful functionality on structures: Wi-Fi, Bluetooth, SMS, audio and video reproducing and capturing systems, the use of optical and physical phenomena, solar panels, etc. Another point of growth is based on the formation or correction of outdoor advertising content by its users.

Thus, we can formulate the main directions and trends in the field of creation and dissemination of information, which set the vector of development of the entire media services industry:

1. Technological progress, which determines the development of “new media”. According to research by Ipsos, 60% of respondents claim that they “have been constantly looking at screens lately”. This suggests that most of the services for creating communications with potential

nal consumers have moved to the virtual world, therefore there is a significant advantage in choosing “new media” channels as the main ones when planning an advertising campaign. Mobile advertising continues to grow at a rate that outpaces the development of other media. According to forecasts, in the period from 2021 to 2023, the contribution of this media to the growth of the global advertising market will be 36%; television is the second largest source of new funds invested in advertising, with a share of 34% in 2021-2023, in third place is the Internet with 25%.

2. Growth in the volume of services to provide synchronized advertising. Even when watching TV or any Internet channel, viewers rarely concentrate only on the video stream on the big screen - they often simultaneously search for information in smartphones and gadgets. Synchronized advertising involves the appearance of the same or similar advertising on the screens of digital devices almost immediately after it is shown on TV. This happens using the latest digital monitoring technologies (listening). Thus, the consumer becomes more involved in the communication process.

3. The large volume of services in the field of marketing research has led to an increase in the volume of digital information that needs to be processed. There was an interest in BIG Data class technologies. The “BIG Data” concept is a series of approaches that allow you to work with large volumes of data that are difficult or even impossible to manage using conventional means - they have different structures and a significant replenishment rate. Many types of media make it possible to obtain a large amount of information about consumers without special research - with the help of digital technologies. But the resulting array of information must be processed. To achieve this, new models are being developed to analyze behavioral information that contains hundreds of variables. The main goal is to try to connect these indicators with sales data and understand the dependence of the effectiveness of marketing efforts on the costs of them.

4. Increasing demand for content services created by artificial intelligence, that is, robots (the most famous type of such content are news aggregators and search engines, which actually structure news flows automatically). These services perform a fundamental function of the media in prioritizing news and structuring the flow of information through “new” media in general .

5. As a consequence of the previous trend, the role of “programmed advertising” is strengthening, which also increases the demand for this type of service. Programmed advertising is advertising that is based on algorithms for choosing whether to contact consumers right now . This is a new trend in the development of Internet advertising. Programmatic advertising today is synonymous with banners that provide solutions to previously made search queries. However, now programmatic advertising is based not on a single request, but on a certain “portfolio” of the consumer, based on his behavioral characteristics.

6. The role of amateur content created by consumers using “new” media is increasing. Because of this, the influence of these so-called “own media” (social network profiles, blogs, video blogs, etc.) is increasing. This creates a “guerrilla” type of advertising service - using the personal profiles of opinion leaders to promote products to target markets.

7. Content is becoming increasingly multimedia, which creates demand for services to provide it on various technological platforms in order to “capture” the consumer 24 hours a day in all social spaces (at home, at work, in transport, etc.) .

8. Consumer market trends are increasingly influencing B2B media services. Most consumers are employees of various companies and other organizations. They expect experiences of the same quality and intensity at work as they do in their private lives, and

are introducing new forms of “social behavior” into the business environment, therefore the criteria that media services in the B2B segment must meet are slightly changing: they must meet not only professional criteria, but also be distinguished by creativity and a non-standard approach to presentation.

Thus, summarizing the above, it is legitimate to draw the following conclusions and generalizations.

1. Among the large segments that make up the media services industry, it is legitimate to highlight the following services:

a) industries that provide the production of content of any format;

b) information dissemination industries;

c) decisions on storing and processing information;

d) content transmission industries;

e) industries that create conditions for the promotion and monetization of information.

2. Mass communications media form the corresponding segments of the media services market. Media are divided into two main types - traditional and “new”. Traditional ones include television, press, radio, outdoor advertising, etc. The list of “new” media is much more extensive. It combines such types as social media, blogs, video blogs, podcasts, email services, mashup, net art and many others.

3. The share of “new” media, as well as related services, is rapidly increasing. However, traditional media obviously will not leave the market in the foreseeable future. Leveling conceptual differences with “new” ones, traditional media use interactive communication tools that ensure the interpenetration and integration of these types.

4. The main directions and trends in the field of creation and dissemination of information in the provision of media services are the following: an increase in the number of communications with potential consumers in the virtual world, an increase in the volume of consumed services to provide synchronized advertising, and an increase in interest in “BIG Data” class technologies. In addition, there are obvious positive

trends in demand for content services created by artificial intelligence, strengthening the role of consumer content, along with advertising, formative

creating demand for services providing multimedia content on various technology platforms, increasing requirements for the quality of media services.