The article is devoted to the topic of using the capabilities of so called end toend technologies in modern media practice. This is one of the key scientific and technical directions, since through them the boundaries of the use of certain digital components are destroyed only in certain industries (therefore they are called “end-to end”). At the same time, the situation in the existing markets, including the media market, is radically changing, fundamentally new segments are emerging. Based on quite extensive theoretical material, surveys, sociological data and publications in the mass media, the authors have identified and analyzed - main trends in the development of the process of widespread digitalization of the content in Russia and in the regions, as well as specific technologies for organizing effective open dialogue with the audience. One of the features of the analysis of practices is the appeal, among other things, to the experience of one of the new media, which has a rather modest budget. A comparison of approaches to the studied issue of multi-format mass media makes the results of the presented analysis more convincing, and the conclusions are truly applied for future use in real life.