Scientific and practical substantiation of the significance of the media integration model in the context of the modern media industry

INTRODUCTION. This research aims to identify the need for and significance of a media integration model within the context of the dynamically developing modern media industry. In the face of the rapidly changing media landscape, the increasing volume of information, and the diversity of platforms, content creation approaches require revision. All modern formats, including text, photos, videos, and multimedia, must be adapted to the specifics of each platform and take into account the preferences of the target audience. The aim of the study is to justify the need for a media integration model that will allow for the synergy of different formats and communication channels to ensure effective interaction with the audience.
MATERIALS AND METHODS. Analysis, synthesis, generalization, comparison, observation, classification, graphical interpretation of results. The processing and analysis of the conducted survey were carried out using the IBM SPSS program. To conduct the analysis, a questionnaire was administered to 90 respondents, including media representatives and heads of major media holdings. The survey allowed us to gather expert opinions on the integration of media formats, audience needs, and trends in the media industry. The survey work included: questionnaire development, surveying, data processing, and analysis. The questionnaire contains 11 questions. The majority of respondents (45.4%) are people aged 35 to 55.
RESULTS AND DISCUSSION. The high practical significance of applying the media integration model is demonstrated, which contributes not only to improving content quality but also to enhancing the user experience. Participants confirmed that the modern audience demands diversity and interactivity, and successful media projects are increasingly dependent on the ability to integrate various media formats.
CONCLUSION. The survey results indicated the need for further research in the field of media integration and the development of strategies that allow media organizations to adapt to changing market conditions and audience expectations.

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