The problems of creative management in TV-production

The author, who has many years of practical experience of popular TV-programs creative producing, actualizes the problems of creative personnel management. The purpose of modern creative management assumes not only the integration of the media journalists’ convergent skills, but also the development of their creative abilities in original content development. Creativity is a semantically broad conception. By exploring empirical practice, the author identifies the most topical problems emphasizing the need of developing new approaches to creative management. The overabundance of definitions blurs the value criteria of post-industrial production of the screen shows. There is a collision of two aesthetic paradigms: innovative, Art Nouveau aesthetics, and “repetitive” postmodern aesthetics, proclaiming the creative value of variations. The method of variations demonstrates the author's individuality through predecessors' achievements, adapting other people's creative discoveries. Skills of “primary” and “secondary” creativeness represent a new type of media competencies. Interactive methods, gamification, multi-level brainstorming, discursive switching techniques make it possible to improve new criteria for media professionalism in the era of the upcoming creative economy.