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This paper deals with issues of functioning public media companies in the context of new technological possibilities of communication media and a keen commercial competition. A creative and dynamic portfol io has been proposed as a possible model of business s trategy. For a media organization that means the transition from traditional to modern business conc ept, which involves researching the characteristics , processes, challenges and impact of the portfolio o f media products. Special attention is given to the balance of the portfolio and orientation on the quality of the content of media products.

Creative portfolio strategy as a model of management in media company: An example of public broadcasting