WAYS TO IMPROVE ADVERTISING ACTIVITIES WITHIN THE UZBEKISTAN NATIONAL TELEVISION AND RADIO COMPANY (MTRK)

This article examines the theoretical and practical aspects of improving advertising activities within the National Television and Radio Company of Uzbekistan (MTRK). The development of digital technologies, changing audience preferences and increasing competition in the media market require new approaches to television and radio advertising. The article analyzes opportunities to develop advertising services, segment audiences, evaluate advertising effectiveness, use digital platforms and strengthen cooperation with advertisers. It also proposes measures to improve the economic efficiency of advertising while maintaining a balance between commercial interests and the informational and social responsibilities of public broadcasting.