Cross-platform promotion of content within the hybrid project "New Voice" as an example of successful media production

In the context of the media industry constant changes and the impact of digital technology on content consumption, cross-platform promotion of the last is becoming a key aspect of media production strategy. The purpose of this article is to study the general aspects of news production in contemporary conditions, taking into account the peculiarities of the media hybrid environment. This environment has a significant impact on all stages of news production. Therefore, there is a need to study the specificity of this process in order to identify potentially successful models of commercialization of media activities. The object of the study is modern news production process in the media hybrid environment, which was used by the Ukrainian resource 'New Voice' in 2023. The subject of the study is the mechanisms and dynamic changes in the news production process due to the specifics of the media hybrid environment. The analysis of the cross-media activities of the New Voice project was carried out in areas: analysis of the website content, the effectiveness of the promotional codes portal, the online platform Radio NV, podcasting service, NV magazine, as well as social media presence and alertness. Media activities under the project were studied taking into account the principles outlined in the editorial code. The article reveals the peculiarities and effectiveness of cross-platform content promotion in the hybrid media project "New Voice". The key methods and strategies that help the project succeed in media production are identified. According to the data collected and systematized as a result of the study, it is concluded that the media activities of the New Voice project are an example of successful news production in a media hybrid environment. The technologies and strategies used by New Voice can serve as a scenario/ selection of practical recommendations for launching a new media project or optimizing the mechanisms of an existing one.