Abstract. The article analyzes new phenomena in the field of television associated with the digital era, in particular, the transformation of media market under the influence of technological, economic, financial and institutional factors of digitalization. Contemporary international and Russian television industry is in the process of digital revolution. The era of traditional television as a typical broadcasting technology, a traditional social, economic and cultural phenomenon, has come to an end. We are on the verge of a global and irrevocable shift to mass utilization of various digital devices that certainly affect the positions of television as a separate industry. Modern television is outlined as a part of a wide digital media market, just a segment of a highly competitive entertainment structure with complex network interactions. In terms of Russia, the new phenomena accompanying the evolution of media and television markets in the process of digitalization urgently need an economic analysis. In what direction is it necessary to develop the local broadcasting? Is there a sound commercial future of national and regional television companies? What lessons can extract Russia from world experience? What else does Russian television need to improve efficiency and global competitiveness? These issues are detail considered in the article. Trends and obstacles for the implementation of a prospective business model for Russian TV are shown. It is concluded that successful development of the Russian television industry is possible only under the conditions of efficient formation of a fundamentally new configuration of a multi-market structure type.