Аңдатпа
Against the backdrop of global changes, the world entertainment and media industry faces new challenges and opportunities. This article examines the impact of digital technologies on this sector and analyzes the consequences of such changes for the development of creative industries within a country's economy. Digitalization and the transformation of the overall employment structure contribute to the growth of the creative economy sector and increase its share in the national economy, even in times of crisis. According to forecasts, in the medium term, the advancement of digital technologies will lead to a reduction of up to half of the existing jobs. One of the most promising directions for preserving jobs and creating new ones are the creative industries, which are closely related to human creative activity that cannot be automated. The creative industry sector offers extensive opportunities for alternative employment, including for women, young people, and individuals with limited health capabilities, which is especially relevant during economic downturns. The creative industry sector has the potential to generate high added value, making it attractive for both entrepreneurs and investors. Emphasis is placed on the following aspects: the introduction of innovative tools and platforms and new business models in the creative industries, which are based on the use of digital technologies. The article emphasizes that, despite all technological innovations, the human element remains paramount – unique vision, talent, and passion for creativity. Nonetheless, understanding and skillful use of digital tools can be the key to successful development in the field of creative industries.