Digital transformation of regional television: social media as an environment for building audience trust

Abstract

Introduction. Since 2014, the digital transformation of regional television in Ukraine has been gradually accelerating, and Russia’s full-scale invasion in 2022 changed fundamentally the work of local broadcasters. Social media has become the main channel for news consumption, significantly reshaping the interaction between television channels and their audiences. At the same time, a crisis of trust in traditional media has intensified, which increases the importance of digital platforms for the communities’ development.

Relevance and Purpose. Digitalization and the growing role of social media have become key factors in the transformation of regional broadcasting. So, the purpose of the study is to determine how the digital transformation of regional television influences the formation and maintenance of audience trust within social media environments.

Methodology. The study applies the method of observation, which made it possible to identify the specific features of digital practices used by regional TV channels during the full-scale war. A comparative analysis of recent media consumption studies helped clarify the mechanisms of forming trust in different types of media at the regional level.

Results. The research shows that regional television channels have significantly transformed their operations through the integration of digital tools: shifting to multiplatform broadcasting, implementing new content formats, and enhancing real-time communication with audiences. Social media perform the function of operational communication, especially under conditions of distrust toward traditional television and competition with unofficial online sources. It has been found that local media gained an additional level of trust, as they provided timely, locally relevant, and verified information.

Conclusions. It has been demonstrated that social media has become not only a tool of digital transformation but also a key environment for the formation and strengthening of trust in regional television channels during wartime. The study shows that local broadcasters that systematically integrated digital tools demonstrated resilience and adaptability while maintaining their status as authoritative sources of information for their communities. In the post-war period, the synergy between traditional broadcasting and digital platforms will determine the capacity of regional television to sustain audience trust as a foundation of information security.