Innovation science and technologiy Том 2 № 5 (2026)
THE NATURE AND ESSENCE OF DIGITAL TRANSFORMATION PROCESSES IN MASS MEDIA ORGANIZATIONS
Sharipova, Shahlo
Аннотация
This article examines the content and essence of digital transformation processes in mediaenterprises. The study distinguishes between digitization, digitalization, and digital transformation, and analyzestheir organizational, economic, technological, and managerial significance for media companies. Particularattention is paid to the transition of media enterprises to a multi-platform model, changes in content productionand distribution mechanisms, the use of audience data, digital monetization, and revenue diversification. Thefindings show that digital transformation in media enterprises is not limited to technological modernization;rather, it represents a comprehensive restructuring of the business model, editorial processes, and financialmanagement system.
mass media, media enterprises, digital transformation, digitization, digitalization, content, audience, digital monetization, media economics, managerial decisions
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