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Features of Business Models of Russian-language Telegram Channel

Student: Olga Kusikova

Supervisor: Ilya Kiriya

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Media Management (Master)

Year of Graduation: 2021

This work is devoted to the study of the features of business models of Russian-language Telegram channels. In 2020, the number of readers and users of this mobile application has grown rapidly, which encourages the media, journalists and media managers to use this communication channel to communicate with their own and potential (including target) audience and to sell advertising sites in this messenger. The impetus for the influx of audience was the coronavirus pandemic and the unblocking of the messenger. Both of these situations are non-standard, so it was worth considering how the messenger and online media created on its basis reacted to these external regulators. Due to the fact that the company has not developed legal and open ways to make money within their online platform, the media, online media, bloggers and journalists are forced to look for ways to monetize their business on their own. Using the example of several Telegram channels, the assumptions were considered about how much their methods of monetization are similar to those in traditional media and whether such channels of information have a business model.

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