PRECONDITIONS OF INTERNET TELEVISION DEVELOPMENT BASED ON THE PRINCIPLES OF SOCIAL AND ETHICAL MARKETING

This article explains why modern Internet television is one of the leading sources of information at a time when people are restricted from moving freely as a result of the pandemic. It has been shown that users who have switched to remote work opt for multi-screen formats to receive modern services – on smartphones, tablets, PCs, TVs, and other devices. End-users’ demand for television content and streaming services has increased considerably. This has led to growth in telecommunication services and Internet traffic. For this reason, it’s necessary to develop approaches to further the evolution of modern Internet television. This is something that has to be based on social and ethical marketing. A marketing study of television users has identified the main consumers and their needs, as well as prospects for the growth in demand for Internet television services. A criterion and factor analysis was done to evaluate the preconditions for the use of social and ethical marketing tools for the development of Internet television. It determined that the social factor is what mainly caused the development of said services. We explained the main advantages of introducing social and ethical marketing, meeting society’s needs for modern services, and ensuring businesses’ profitability during crises. The main types of consequences that can arise from these processes at different levels of economic activity are summarized. A number of promising areas for further development of Internet television have been described, among which the most important is the development of streaming services and multi-screen technologies. Approaches for providing financial support for developing Internet television through the introduction of public-private partnership tools (for large enterprises), crowdfunding, and other digital financial platforms – for small and medium-sized companies are proposed.