Fedirko, Oleksandr AnatoliyovychФедірко, Олександр АнатолійовичФедирко, Александр АнатольевичChuzhykov, Andrii VictorovychЧужиков, Андрій ВікторовичЧужиков, Андрей Викторович2020-02-062020-02-062019-11Fedirko O. Strategic Trends of the Ukrainian Media Products Intervention to the European Market / Oleksandr Fedirko, Andrii Chuzhykov // International Relations 2019: Current issues of world economy and politics : proceedings of scientific works from the 20th International Scientific Conference Smolenice Castle 28th – 29th November 2019 / Economics in Bratislava, Faculty of International Relations ; [ed.: Andrianna Baleha et al.]. – Bratislava : Publishing Ekonóm, 2019. – P. 256–265.978-80-225-4686-7https://ir.kneu.edu.ua:443/handle/2010/32098The proposed article defines the peculiarities of the development of the domestic display market. The theoretical analysis made it possible to determine the main trends of market transformation by studying the peculiarities of the redistribution of the share of each sector. The authors pay special attention to the nature of the modernization of the domestic media environment, its striving for corporatization, technologicalization and growing regulation. The main determinants of the Ukrainian media space (oligopolization of the media market, multilevel technopolisation, imperfection of the indicative base, multidimensional acceptance of information, possible clustering, integration into the global media networks, collaboration with leading European media corporations) are established. In order to objectify the study, the authors conducted a cluster analysis of the media in the context of the Ukrainian regions and constructed a dendrogram using the Ward's method. The importance of the sectoral media was revealed and the positions of each of them were clarified, which made it possible to contact, on the one hand, the dominant positions, the capitals of Ukraine, on the other - the sectoral leadership of the Internet, whose share in the structure of views usually exceeds TV. The established strategic trends allow us to harmonize the main directions of convergence of the domestic and European media environment.enmediacluster analysisdiffusion of innovationsBehavioral economicsmedia communication