Digital Television in Search of Semantic Prediction

Section: Essay

The modern information and communication environment has a significant impact on the media structures that are undergoing reform. The global convergence and integration processes result in the transformation of television, which remains the leading means of mass communication, despite the intensity of the Internet’s development and the adoption by consumers of this communication channel. The interest in television in the digital age is explained by both the 80th anniversary of Russian electronic television in 2018 and by its large-scale transformations, when the digitalization of TV served as a herald of the beginning of digital transformations in the sectors of the national economy of Russia, including the transition to digital economy. The article analyzes the stages of the evolution of the technological TV platform, the basis for the operation of this mass medium, which in many ways predetermines the creative opportunities of producing a television product and substantiates the necessity of semantic forecasting of the running order on Russian television channels in accordance with digital requirements. The author discusses the issue of interdependence between TV and screen culture and characterizes the features of screen product production under digitalization, multimedia and virtualization against the background of the immanent “television — audience” connection.

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