TRANSFORMING PUBLIC BROADCASTING AMIDST TURBULENCE:THE UKRAINIAN EXPERIENCE IN THE CONTEXT OF EUROPEAN PRACTICES

B a c k g r o u n d . This article analyzes the state of public broadcasting in Ukraine in 2024 amidst the full-scale war and ongoing reform. It examines the key achievements and challenges faced by the National Public Broadcasting Company of Ukraine (NSTU), including: maintaining audience trust, expanding information projects, financial difficulties, political pressure, competition with commercial broadcasters, and the need to adapt to digital transformation. Special attention is paid to the role of public broadcasting in ensuring the country's information security and supporting national unity. The article also analyzes European experience and its application in the Ukrainian context, and provides recommendations for the further development of public broadcasting in Ukraine. M e t h o d s . To achieve the set goal, a complex of scientific methods was used, including: document analysis, comparative analysis, statistical analysis, sociological methods. R e s u l t s . The study found that the establishment of public broadcasting in Ukraine went through several stages, each of which was characterized by its own peculiarities and challenges. At the current stage (since 2020), public broadcasting in Ukraine faces new challenges related to changes in the media landscape, financial difficulties and political pressure. An analysis of European experience showed that the successful functioning of public broadcasting requires ensuring its independence, pluralism, content quality and accessibility to all groups of the population. C o n c l u s i o n s . Public broadcasting in Ukraine is an important element of a democratic society that promotes the development of civic consciousness, cultural diversity and information pluralism. Despite the successes achieved, there is still much work to be done to improve legislation, ensure financial stability, improve content quality and strengthen the independence of public broadcasting. An important factor for success is taking into account European experience and involving a wide range of stakeholders in the development of public broadcasting, including experts, journalists, public organizations and government representatives.