Directions for the development of public-private partnerships in the media sphere

the purpose of this study is to identify trends in the development of public-private partnerships in the media sphere and to identify ways to optimize them, thereby maintaining a balance between the goals of public management of the industry and the interests of the private sector and audiences. Methods: the methods used include methods for analyzing and assessing the effectiveness of media development, as well as media projects created through public-private partnerships. Results: the study presents a comparative analysis of the paradigms of the modern public-private partnership model in the media sphere in Russia and abroad, assesses the effectiveness of public-private partnerships in the media sphere, and proposes ways to improve the effectiveness of the partnership based on this assessment. Conclusions: the transition to a public-private partnership model has significantly changed most media companies' business processes, making the industry more sustainable from an economic and technological standpoint. The benefits of public-private partnerships in the media sphere are evident for every industry participant. Thus, media companies have the opportunity to attract additional and stable funding for large-scale projects, while the state, in turn, is able to achieve its goals without having to fully finance media companies' operations. The benefits of public-private partnerships also extend to audiences, resulting in improved content quality due to increased competition, as well as the development of a plurality of opinions, allowing audiences to form a more objective picture of the world. Public-private partnerships in the media sphere represent a search for a balance between state interests, commercial efficiency, and the implementation of the public functions of media organizations.

public-private partnership, media sphere, public administration, private sector, state, efficiency