Mediatization as a Transformation of Management Practices in Media Industry

The article implements the idea of mediatization as a process of transformation of mass communication industry. Nowadays, the current system of mass communication is under the pressure of digital transit, which is transgressive in nature. It breaks traditional business patterns; requires business administration to make mental changes in thinking and management practices; creates the highest level of tension among media managers. The article attempts to conceptualize (through the analysis of industrial ‘points of tension’: between television and online video – players of the cross-media measurement) some aspects of the digital transformation of the media industry and industrial management practices. The conflict between the digital environment generated by the relatively free development of the Internet and the purposefully organized and institutionalized state-controlled media lies at the core of this transformation.