Forms of communication in regional television news: a case study of the “360” TV channel

the presented article explores modern forms of communication used in regional television news, focusing on the case of the Russian TV channel "360". In the context of digital transformation, traditional media, including regional broadcasters, must adapt to evolving patterns of media consumption. This study examines the functioning of a convergent newsroom that produces both traditional television and multimedia content. Special attention is given to strategies of audience engagement through digital platforms such as Telegram, VKontakte, Yandex.Zen, and others. Key communication tools are analyzed, including short-form video content, internet memes, creolized texts, infographics, and algorithm-based content personalization. The article details content structuring techniques adapted to the clip-thinking characteristics of contemporary audiences: conciseness, emotional appeal, and visual expressiveness. The role of producers, editors, and SMM specialists in content adaptation and platform-specific distribution is discussed in depth. Based on content analysis of the “News 360” program from March 31 to April 18, 2025, the study identifies dominant thematic areas and digital audience preferences. It concludes that the success of regional TV communication depends on flexible formatting, multimedia integration, prompt response to events, and a clear focus on the needs of target audience segments.

regional television news, TV channel 360, digital communication, multimedia content, clip thinking, editorial strategy