The article deals with the economic aspects of conver-gence and multiplatform expansion in the media sector. Focusing on television, the authors analyze the process of migration of electronic media to multi-platform strategies and raise the question of the resource-consuming and efficient digital delivery of content to the consumer in comparison with previous traditional forms. Practical results show that the introduction of multiplatform requires additional investments, which leads to a more selective approach to content, while demonstrating significant potential economic benefits.