Dynamics of the media corporation development in the conditions of globalization

This article is devoted to the study of the dynamics of the media corporation development in the context of increasing globalization trends in the global economy. The study of the characteristics of the media business dynamization is based on the interdisciplinary approach, in which the author analyzes the professional determinants of the information society and its corporate foundations. Special attention is paid to the identification of media companies and their performance by indicators: market value, annual turnover, net income, current assets, number of employees of TNCs. We identified top three global media players – WaltDisney, Comcast, Twenty – FirstCenturyFox, which are distinguished from others by their volumes of production. Reasons for bankruptcy (takeover) of a number of other companies are explained. Considerable attention is paid to the study of the competitiveness of media corporations and their positioning on the world market, as well as to the study of the dynamics of the development of media corporations in the process of their modernization, changing market segments and increasing international competition. The purpose of the article is to clarify the peculiarities of content modernization, the directions taken by the economic and creative expansion, and the assessment of the innovation and investment potential of the largest media TNCs. Particular attention is paid to the analysis of the global media sector through the prism of existing world economic trends. In particular, the specific character of the modern market is characterized by a rather large number of small and medium-sized companies, whose corporate segment does not exceed one percent of the total number of players in the broadcasting structure. The article also discusses special cases of companies whose official status stands out from media channels, corporations, and even holding companies. The British BBC has long been recognized as the best company in Europe, being, however, a public institution. The major factors of the growing competitiveness of media corporations have been formed, which include: increasing the range of consumers' perception of the latest formats, attracting modern technologies, enhancing the air creativeness, further differentiating the audience, and internetizing the media activities. The result of the activities of a media corporation should be the company's labor productivity calculated as the ratio of net income to the number of employees concerned. In general, the article is a reference and analytical research for the weighted positioning of domestic media holdings in the European market and the transition to the strategy of import substitution of television formats, while being a priority for Ukraine in the context of information and media confrontations and political tension.