Current paper examines the changes that have occurred in the last decade in the programming strategy of “Channel Five” - a Russian universal broadcaster that has maintained its popularity among the audience in the face of increased competition in the media market. The transformation of the TV channel's broadcast planning tactics is analyzed, the origin and quality of the demonstrated content is determined, and its classification is carried out. It is concluded that it is necessary to adjust the programming of linear channels, taking into account the changed media environment.