Cross media audience of informational agency “112.UA”
Abstract
The relevance of research is caused by the fact that cross-medіa
has become an integral feature of informational space functioning. The main feature of cross-media is based on functioning on several media platforms. Specifically, the informational agency “112.ua” has eight of such media platforms: the web portal “112.ua”, the TV channel “112 Ukraine”, the mobile application “News 112”, the interactive application “Witness 112”, the youtube channel and the profiles in three main social networks. The multi-media audience adopts the cross-media characteristics. This happens also with the assistance of top management “112.ua”: they use the special techniques to encourage the users to take information from different platforms. The main objective of the study is to identify the factors that encourage the audience to use the multiple platforms of cross-media “112.ua”. The audience ratings were revised and using the calculation method it was determined that the TV channel “112 Ukraine” was the main
platform with the biggest audience. The survey methodology helped to identify the most significant factors of attracting the cross-media audience: advertisement, announcement, availability, convenience, access to the archive. Using the method of classification, the factors were combined into several groups. The theoretical part and trends of cross-media were processed by using comparative-historical method and analysis of scientific literature. As a phenomenon cross-media is closely related to such terms as multiplatform, trans-media, convergence. The scientific works of Ukrainian and world researchers distinguish often a somewhat philosophical aspect of crossmedia from a purely technical phenomenon of multiplatform and transmedia. The main feature of cross-media communication is coverage of various media platforms. Another important element is users’ interactivity. The audience of multiplatform editionss has certainly the feature of crossmedia. Cross-media management encourages it to use several multiple platforms through such key factors as advertising, promotion, accessibility, convenience, ability to go back to missed or somewhat outdated topics. And the consumers come quite easily under this influence, because the world is changing and multiplatform becomes an integral part of functioning of information environment. This was proved by the example of the audience of the information agency “112.ua”. Only 10% of respondents do not show their mobility and ability to use several platforms of one cross-media edition.The results and conclusions of the study may be of interest for top management of multi-platform media and for those ones, who explore cross-media audience.
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