The role of convergence and cross media in the modernization of the professional activities of the regional media editorial of public broadcasting of Ukraine

The article examines the impact of media convergence and cross-media on the functioning of regional media in Ukraine, in particular, on the example of the branch of «Suspilne: Ivano-Frankivsk». The author analyzes how the processes of digitalization and integration of media platforms are changing approaches to content creation and distribution, forming new models of interaction between journalists and the audience. The application of the «Digital-first» strategy has become the basis for the transformation of the newsroom, in which multimedia and interactivity are becoming key. The introduction of new technologies has significantly expanded the audience through social media platforms and the official website. The article emphasizes the importance of creating universal content that can be simultaneously adapted to different formats: text, video, audio, photos, and infographics. An important element is the analysis of surveys among journalists working in the regional newsroom, which highlights the challenges and benefits of implementing convergent technologies. Among the challenges are technical problems, the need to improve the skills of employees, and prompt adaptation to new formats. On the other hand, the benefits include reaching a wider audience, integrating different media platforms, and improving user experience. The study also includes content analysis, which demonstrates qualitative and quantitative changes in the creation of news materials. For example, statistics for the period 2019–2023 show a decrease in the number of materials amid growing audience activity: the number of views and comments has increased several times. This data demonstrates the effectiveness of a new approach to content focused on quality and interactivity. The author of the article also drew attention to the unique formats made possible by the introduction of multimedia. One example is information marathons that bring together all platforms to cover key topics.