Text describes the main advantages and disadvantages of the various ways and facilities of cooling the steel rolled thick and thin strips and sheets in order to obtain the required consumer properties. It is proved that cooling of hot steel product using water and/or water-air mixture nozzles have technically unavoidable drawbacks. The proposed new method of cooling rolled products via supplying the coolant through the hollow rolls filled with thermally conductive balls, almost completely avoids the drawbacks, typical for the nozzle cooling. It is shown that new technological solution for heat removal from the rolled product provides continuous full direct and precise control of virtually all process parameters of cooling. This, in turn, creates favorable conditions for predictive high-precision control of recrystallization processes and dramatically increases the quality indicators of the automatic control system for rolling and cooling processes. Created computer control system is able to perform all the functions of the robotoperator of technological processes in the production of high quality thick strips, sheets and thin strips.