Sport Commentary as a Polyformat Phenomenon of the TV and Online Journalism (on the example of 2018 FIFA World Cup Qualifying Matches)

The investigation is devoted to polyformat phenomenon of sport transmissions on TV and in the Internet. According to a huge theoretical basis and relevant transmissions` analysis author revealed main transformation factors (including technical progress, culturization and globalization) as well as diverse schemes and methods (including linguistic and multimedia) used by commentators. Modern term “polyformat” was explored in various contexts and adapted to media. According to the current investigation, polyformat is a mix of diverse features of genres (report, interview, analytical article, etc), media (TV, newspaper, radio, new media) and themes (politics, economics, society, culture). Authors found out that nowadays polyformat transmissions became a competition method for traditional platforms and a way to gain contemporary audience, which is used to personalization and multimedia content. New audience`s habits became a driver of polyformat phenomenon development.