Медіаф’южн як технологія і механізм трансформації екосистеми телебачення у ХХІ столітті

The purpose of the research is to reveal the meaning of media fusion as a technology and mechanism of the television ecosystem transformation in the first quarter of the 21st century. The research methodology. The article tested, firstly, the ecosystem approach that helps to identify television as an ecosystem and one of the important segments of the digital audio-visual landscape on the modern stage that is in a transformational stage, characterised by fusional, co-evolutionary and convergent processes between traditional and new media, and, secondly, the methodology of media archaeological research, according to which traditional media still make up a significant part of news consumption among the elderly, but however new media have changed the paradigm of development and functioning of the TV industry, pushing the former to deconstruct models of managing and republishing popular content on social, mobile and digital (non-traditional) platforms. The scientific novelty is that, for the first time, attention is focused on the importance of media-fusion technology in the convergence of traditional and new media within the modern digital audio-visual landscape and the phenomenon of media fusion as a mechanism of the television ecosystem transformation in the 21st century is conceptualised. Conclusions. It was proved that media fusion as a mechanism of the television ecosystem transformation is becoming a critical tendency, especially in the example of the big video model, and is opening new possibilities for television media development through the transition of traditional television to platform integration with new media. Media fusion technology has also resulted in a change in focus. It approaches the media and delivery methods of television (multimedia) content, models of working with the audience (“user-generated content”), restructuring of the newsroom (“news disc” and “media director”), and a change in the production model, turning it into a chain of “planning” for all formats.