Nationwide and regional content of programs on consumer topic in Ukraine: dynamics and transformation

Abstract

In our research work we looked into the specificity of consumer TV programs in the Ukrainian media area. In our opinion, there is a problem that programs on consumer topic, which are broadcasted on All-Ukrainian channels, do not almost reflect regional features of the consumer market. Journalists do not virtually pay attention to products that are not presented at the national level. In other words, viewers of local channels do not receive accurate information about the quality of goods, works and services produced / provided by local manufactures. Central television channels are exposed to unification. A few years ago, such content was maintained by state-owned regional television and radio companies. The public broadcaster prefers to make its product cheaper, and thus, it tends to unify its broadcast schedule, and the thematic plan among the branches. The strict vertical of power does not allow Public Broadcaster to produce a media project exclusively based on local material, except news, of course. United territorial communities are not able to produce a media product of such quality yet. It is worthwhile to say that such consumer-oriented programs strongly influence formation and transformation of public opinion. Regular media control makes manufacturers revise product standards, raise product quality, and become more open to consumers. That is, programs on the topic of consuming have a significant social effect. We believe that such projects will develop in both Ukrainian and foreign television in the future, and they will need further scientific research. Perhaps, in the future consumer-oriented programs will become part of educational process at schools, at legal subjects, or in Health and Wellness course. But in such a case, they need a substantial scientific approach and a certain algorithm of providing material.