TELEVISION AS A PLATFORM FOR CULTURAL POPULARIZATION: ANALYSIS OF CULTURAL AND ARTISTIC PROGRAMS IN UKRAINE

The relevance of the study is determined by the growing importance of television as a medium for preserving cultural memory, fostering social cohesion, and ensuring sustainable communication between cultural institutions and diverse audiences in the context of digital transformation and wartime resilience. The main objective of the research is to conduct a systematic analysis of contemporary cultural and artistic television formats in Ukraine, identify their functional features, and determine key trends and future development prospects within conditions of intensified media competition and national security challenges. The methodological framework integrates comparative and content analysis, a structural-functional approach, and elements of historical and expert assessment. Particular attention is paid to the content of leading cultural television projects, their audience interaction models, and media strategies reflecting current social and cultural transformations. The study demonstrates the evolution of Ukrainian cultural-artistic broadcasting from post-Soviet identity formation to wartime cultural mobilization and digital convergence. It classifies major types of cultural programs, reveals the mechanisms of their influence on public perception, and identifies technological and communicative shifts towards multiplatform content production. Findings confirm that cultural television formats in Ukraine perform essential educational, value-forming, documentary, and diplomatic functions. The analysis highlights key factors affecting their sustainability: resource constraints, competition with global streaming services, shifting audience behavior, and the need for innovation in production and storytelling. It is concluded that Ukrainian television retains a leading role in the cultural media ecosystem and requires modernization strategies based on synergy between traditional broadcasting formats and digital media tools. Emphasis should be placed on interactivity, hybrid content formats, cultural archiving, and enhanced cooperation with cultural institutions. The theoretical significance lies in conceptualizing television as an integral part of national cultural infrastructure, while the practical value of the results is associated with improving public broadcasting policies, informing cultural strategy development, supporting media education, and enhancing communication mechanisms between cultural institutions and audiences in the context of resilience and post-war recovery.