TV shows about fashion are always in fashion: the format-forming core of television fashion shows

The article is devoted to identify the format-shaping features of fashion programs on domestic television – ‘‘Fashion verdict’’ (Channel One) and ‘‘Rogov in Deed’’ (STS). Today, on different TV channels in different thematic segments, a lot of projects are aired being similar in a number of ways: functions, subject and display methods. The author believes that the presence of overlapping TV projects over time leads to the formation of competitive advantages in the content strategy and the strengthening of the position of the project in public opinion. An analysis of the format-forming features of two fashion shows reveals that the projects, despite the obvious similarities in the subject of display, functions and methods of presenting information, are based on a different format-forming basis. This is what allows them to co-exist successfully. The analysis of the empirical base is built on the application of the main components being significant for the understanding and functioning of modern television content and that makes up the essence of the format-shaping features of a modern television program – these are genre features, the phenomenon of artization, value components, the principle of seriality, images of the presenter and viewer. The analysis of the abovementioned features allows identifying the specifics of the format-shaping features of a fashion show and seeing the uniqueness of each project.