Unique features of the structural and functional organization of the world and national markets of the media and entertainment industry in modern circumstances

In modern world, the concepts of media and entertainment are well-known and frequently used terms. Most frequently when referring to them we appeal to music, TV or cinema prpducrion. However, the average consumer is indifferent to the actual meaning of these concepts. In the context of market production, the concept of entertainment, as a human activity, is combined with media industry, forming a complex of Media and Entertainment Industry (MEI), which is constantly growing and evolving phenomenon. The prospects of IME as a branch of national production with high innovative, investment and consumer potential, "catch the eye" not only of rhe owners of global companies, but also one of governments. Peculiar features of the industry are due to the high degree of integration between concepts of "media" and "entertainment", which both act like complementary as well as sructural elements of each other. A critical aspect that distinguishes modern understanding of MEI as an industry from its historical predecessors is the criterion of commercial orientation. The article examines the peculiarities of the formation and interpretation of the internal structure of the media and entertainment industry (MEI), the peculiarities of MEIservices as a product sold on a specialized market are analyzed, the preconditions of MEI clustering within the national market are studied, in particular, objective and immanent factors are singled out. Also, the example of the clustered national MEI market is analyzed, thus the weaknesses and strengths of this form of organization for this industry are highlighted. The article substantiates the expediency of cluster organization of IME services production within the national market, and also offers a comprehensive interpretation of the definition of "media and entertainment industry", taking into account the peculiarities of consumer behavior and organization of the production process in this market

media, entertainment, media and entertainment industry, world market of services, production cluster