The preliminary results of exploratory research on the substantiation of hybrid models of data envelopment analysis technology, mainly in the field of media and communications, are presented. The main focus of the interdisciplinary research is to find innovative solutions for creating experimental media content using specialized information systems. The substantiation of the related tasks of advanced data processing is carried out in the context of promising applied issues of synthesis of integration components of linguistic support. Keywords: data envelopment analysis, experimental media content, advanced data processing, linguistic support, media and communications, specialized information systems.