The author studies and identifies the links between the cause and effects in the course of cardinal transformations of the modern society. Considering intensive movement of the new direction development in economy - economy of knowledge, it was proved that intangible assets as strategically important resources, that demand to be strongly reconsidered. In this regard the authors focus on the disclosure of the methodological bases, which are capable of explaining the value and a crucial role of intangible assets while g managing the media enterprise. The problem dealing with the lack of the methodological tools that help to reflect the value of intangible components in the price equivalent, is revealed by the authors.