Maria Terentieva Taras Shevchenko National University of Kyiv Institute of Journalism Mariia.terentieva@gmail.com Ukrainian television : the context of global modern media trends (based on the example of the STB TV-channel) Abstract The example of the most rated Ukrainian TV-channel STB illustrates the impact of the global trends on Ukrainian media sphere. Ukrainian and foreign academic literature was analysed and it was found that these trends include globalisation, westernisation, standardisation (McDonaldisation), digitalisation, convergence, tabloidization and multimedia development. The influence of these media trends on Ukrainian television was measured based on the results of media monitoring and content analysis. The article gives recommendations for solving some important problems of STB. Keywords: broadcasting, STB, media trends. Introduction The transition towards an information society is accompanied by a significant transformation of Ukrainian media sphere, caused by the influence of the global media trends. The main ones are globalisation, westernisation, standardisation (‘McDonaldisation’), glocalissation, tabloidisation, concentration, conglomeration, digitisation, interactivity, convergence and multimedia development. At the time of the USSR collapse there were only two national TV-channels – UT- 1 and UT-2, both state-run. Twenty four years later Ukrainian spectators can choose not only between 30 commercial national TV-channels (only one channel is still state-run in Ukraine), but also watch international channels via satellite television and benefit from online