Digital technologies (computer, broadcasting, telecommunication) make a marked impact on media market causing mass media to reform. In reclaiming digital multimedia environment mass media begin to rearrange themselves both structurally and in terms of introducing new management methods in order to create and proliferate a multivariate content. The emerging tendency encourages journalists to revise their professional approaches to creating an information product. The assembly-line type of creativity becomes dominant, and acquiring universal professional skills allows journalists to work in all known media spheres. The article investigates the convergent and integration aspects of mass media evolution at the stage of information society formation