CREATIVE PORTFOLIO STRATEGY AS A MODEL OF MANAGEMENT IN MEDIA COMPANY: AN EXAMPLE OF PUBLIC BROADCASTING

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 portfolio has been proposed as a possible model of business strategy. For a media organization that means the transition from traditional to modern business concept, which involves researching the characteristics, processes, challenges and impact of the portfolio of media products. Special attention is given to the balance of the portfolio and orientation on the quality of the content of media products.