Identification of the mass media company market competitive position using methodological approaches of the portfolio analysis

Abstract

Article reveals economic incentives of the deliberate approaches to the development of the service portfolio for the Television Companies of Ukraine. It delivers elaborated chart of the TV channels Competitive Strategies based on weekly broadcaster’s audience cover (as a Market share) and viewership differentiation which is consequently adopted to the view of classic Boston Consulting Group model of the portfolio of services optimization matrix. Article point out the vital importance to reach a break-even point by Media Companies with further perspective to ensure profitability