The paper analyzes the position, functions and tasks of program management in media companies. Given the fact that programming media offer, as part of strategic planning, is the most important element in attracting and retaining audiences and advertisers, program management occupies one of the most important positions in modern media companies, both commercial and public. Depending on the size and organizational structure of media company, the program management constitutes a separate business unit, which, in addition to the program director, also employs a range of media experts responsible for selecting and evaluating quality of media content, researching needs and habits of media audiences, evaluating the broadcast contents, and continuous monitoring of the work of competing companies.

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