The article deals with a promising approach to solving the problem of investment in the regional electric power industry -the application of demand-side management, the essence of which lies in proactive interaction of energy companies with customers, based on the balance of economic interests. Keywords: demand-side management for energy, energy efficiency, load management, demonstration experiment, the investment mechanism, innovations, market economyThe Energy Strategy of Russia through to 2030 proclaims a need for a transition from the raw materials model of power generation to a smart one that is based on breakthrough technological innovations. The document points out that achieving the goal requires investing some 2,500 billion dollars in the energy sector in the next 20 years, including 600 to 900 billion dollars in power generation. The primary sources of finance include Russian and foreign companies' own funds, loans, funds raised from additional share issues and government subsidies [5], i. e., standard investment mechanisms.Meanwhile, a number of advanced solutions to the problem of investment in the electrical power industry has been used abroad but has not been given due consideration in Russia. The most effective one is the application of demand-side management (DSM) -proactive methods of economic interaction between energy suppliers and

An innovative approach of interaction with consumers of energy companiesis discussed, it is demand-side management technology based on the balance of economic interests. The basic benefits of this mechanism for the subjects of the energy market are presented. Features of demand-side management implementation in foreign countries, including typical barriers and methods for their elimination in the energy companies are set out. The analysis of capabilities and features of the demand-side management in the power of Russia is given.