Abstract

With the spread of new media, traditional media, such as TV faced a problem: how to attract and retain the audience and how to offer something new, that competitors do not have. And for a long time now even well-known and influential mass media have been using interactive content. The statement is that interactive content just for fun is no longer perceived. Interactive content includes quizzes, puzzles, crosswords, various polls, games, tests, quests, memories, interactive graphics, flash games, etc. Interactive elements in the media are used both separately and as a part of journalistic material. For the research of using interactive content in media, we examined the official sites of 30 channels in Ukraine, which belong to DTV and are translated for each region. In general, we have revealed 593 elements of interactive content on the sites of TV media. In the article, there were examined the kinds, types, themes, and amount of interactive content on each site of Ukrainian TV channels. It is investigated that such content can help to stay in touch with the audience and to popularize content that is broadcasted on the TV channel. Interactive media content has several obvious benefits, including the influx of new readers and, consequently, the growth of unique visitors, the growing number of people who talk about your media on social media and in real life, and the opportunity to draw attention to your television projects.