Современные информационные технологии и IT-образование (Dec 2022)
Digital Platforms and Their Applications in the Media Business
Abstract
The article is devoted to the peculiarities of digital platforms in the media business, as one of the actual possibilities of its digital transformation. The concepts of digital platform, platform business model, features of platform solutions in the media business are considered. The functional elements of the business platform are considered in detail. The main criteria for the expediency of using digital platforms are determined. The advantages and identified disadvantages of digital platforms are noted. A comparative analysis of different types of digital platforms is given. The concept and components of the media market and media business are highlighted. The publishing business has been chosen as the main object of research within the media market, since it is currently actively using the capabilities of online platforms. The current situation is considered and the prospects of using digital platforms in the media business are evaluated on the example of the publishing market. The disadvantages and limitations of the current use of business platforms in the publishing business are identified. The necessary subsystems of digital platforms in the media business for the B2B and B2C sectors are listed. A comparative analysis of existing digital platform services is presented and the main differences between the platform and the showcase are formulated. In conclusion, the need to assess the value of using the digital platform for all its participants is emphasized. The prospects of using the platform model in other segments of the media market, such as the printing market, are briefly outlined. It is revealed that the use of a platform business model within the media market will allow for more complete satisfaction of user needs, reduce transaction costs, facilitate interaction between market participants, and reduce the barrier to entry of new authors.
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