Multi-platform model
World Cup copyright is no longer seen as a purely television broadcast story.
With the 2026 World Cup, VTV holds a full media rights system, including television, radio, internet, mobile devices and public broadcast rights.
The station is expected to broadcast all 104 matches on the television system, distributed on many channels such as VTV3, along with live viewing and replay services on digital platforms. Accordingly, the shift to a multi-platform model opens up a wider access to audiences, while creating room for exploitation.
Notably, VTV is also the only unit in Vietnam that holds public broadcasting rights. This allows VTV to directly organize or license partners to deploy centralized football viewing points such as fan zones, restaurants, cafes, cinemas or outdoor spaces.
Currently, VTV Sports Television Center is building a large-scale companion program system, with about 9-10 programs broadcast on television and thousands of content on digital platforms.
Familiar formats such as "Hot with FIFA World Cup", "Close-up FIFA World Cup", "FIFA World Cup Diary"... continue to be maintained. Some new programs are being developed such as "FIFA World Cup Inspiration", "FIFA World Cup Fanzone"... to expand the content approach.
In the digital segment, the station focuses on building separate formats such as "FIFA World Cup Roundtable", "FIFA World Cup Now", combined with online interactive content, behind-the-scenes and side stories...
From an exploitation perspective, public screenings help expand revenue from advertising and sponsorship, diversifying audience approaches.
Copyright infringement control
In parallel with the opportunity, one problem that broadcasters have to face is copyright infringement control. In fact, at previous World Cups, content was often quickly spread on the internet in many different forms.
At the 2018 World Cup, in just the first 3 days, more than 700 violations were recorded. By the 2022 season, this situation continued and directly affected official broadcasting channels.
The violations do not only stop at broadcasting the entire match, but many accounts also illegally livestream, cut and paste short clips or share highlights on social networks. Fragmented content makes control more difficult, and at the same time reduces the exploitation value of the copyright owner.
Commentator Quang Tung said: "This is a difficult issue, but I think that in the trend that relevant agencies in Vietnam are implementing measures to prevent copyright infringement situations, in the upcoming World Cup everything may go in a positive direction, that is, it will be limited.
In addition, FIFA's products are also very strictly protected according to their conditions, so there are many ways to deploy them effectively. This may significantly prevent the appearance of copyright infringement websites".
In the context of increasing copyright costs, the ability to control violations becomes a decisive factor in exploitation efficiency. If content is not protected, capital recovery will be difficult, leading to risks in major copyright purchase plans in the future.
