Transformation
In the context of Vietnamese television content on digital platforms undergoing strong transformation, from production methods to approaches to audiences, the practical experience of journalism students has become a clear cross-section reflecting the changes of the modern environment.
Le Thi Anh Thu - a 3rd year student majoring in Television Journalism, Academy of Journalism and Propaganda, said that during her studies and practice at the school, she had the opportunity to directly participate in the production of some short television products and release them on digital platforms, thereby clearly feeling the new requirements of the modern environment.
According to Anh Thu, right from the idea stage, content creators need to consider "touch points" with audiences on digital platforms. Female students often start by analyzing who the audience is, whether they watch on a phone or computer, and what duration is appropriate. From there, the script is shortened, the editing rhythm is faster, and the opening must be attractive enough to keep viewers for the first 5-10 seconds.
After completing the product, Anh Thu often cut it into many versions with different lengths: Full version for YouTube, shortened version for Facebook and short clips for TikTok. "I often write headlines, descriptions, thumbnail designs and monitor interactive data to learn from experience for later products. There are videos that initially have few viewers, but after adjusting, the accessibility has increased significantly" - Anh Thu said.
Amidst the diverse flow of information and the rapid spread of digital platforms, Nguyen Thi My Tam - a 4th year student majoring in Journalism, University of Social Sciences and Humanities (VNUHN) believes that the development of Vietnamese television on digital platforms is opening up many new opportunities for professionals, but also sets higher standards of quality and social responsibility.
My Tam student commented that the biggest advantage of local content is the ability to tell stories related to the daily life of Vietnamese people, from urban issues, education, environment to youth psychology. Short reports or talk shows spreading on Facebook, YouTube or TikTok can create a much faster social impact than traditional channels, because audiences can also comment, share and participate in the story.
However, this student also expressed concern and worry about the risk of content value being fragmented when many products run after views and short-term trends. According to My Tam, many videos and programs are highly entertaining but lack depth, the message is blurred, easily replaced after only a few days.
The "balance" problem between entertainment and identity
According to Dr. Nguyen Dinh Hau - Lecturer at the Institute of Journalism and Communication Training, University of Social Sciences and Humanities (VNUHN), the content picture in the digital space today is "diverse and multi-dimensional" with the participation of mainstream television stations and independent content creators. From news, current affairs, politics to entertainment, humor and everyday life, every slice of society is reflected from many different perspectives.
Digital transformation is no longer a slogan but has become a practical operation of television stations in Vietnam. From central to local levels, most units have developed digital projects and expanded operations to a multi-platform ecosystem from YouTube, Facebook to short video platforms and private digital platforms" - Dr. Hau assessed.
This shift leads to fundamental changes in production thinking. In addition to in-depth programs broadcast on traditional channels, many stations have developed products in the digital environment such as: Livestream, web shows, short videos or interactive content... A television product is now "derived" into many formats to suit each public group and each different platform.
From a training perspective, Dr. Hau believes that journalism - media students in the digital age must have the ability to "multi-version" content, turning a story into many products suitable for television, social networks and different digital platforms. However, alongside multi-platform skills is the requirement to maintain professional standards and journalistic ethics.
With many years of experience in the field of journalism, and also a marketing and communication expert, Dr. Le Quoc Vinh - Chairman of the Board of Directors cum General Director of Le Media Group (Le Group of Companies) said that the habit of consuming short, fast content on social networking platforms such as TikTok, YouTube... is a trend of viewers. This puts television in a tug-of-war between two poles: chasing after the "instant noodle" taste to retain viewers, or persisting with long, in-depth content, which is the core value of journalism and television.
According to Dr. Vinh, the biggest challenge for Vietnamese television on digital platforms is to find a "balanced formula" between speed and depth, between entertainment and identity, between algorithms and social values. Short content needs to be attractive enough to compete in the information network, but long and in-depth content is the foundation for building the reputation, brand and durability of television in the long term.
The advantage of television lies in reliability, depth and content value. Digital space is only truly an opportunity for regeneration when television stations know how to use a multi-platform ecosystem to amplify those values, instead of letting themselves be fragmented by the rapid consumption trend" - Dr. Vinh emphasized.
From a business and media perspective, Dr. Le Quoc Vinh believes that the core point in the digital content development model of television today is "taking users as the center". This means that it is necessary to build a multi-channel, multi-platform ecosystem, where each story is "verified" into many different formats to retain viewers in its ecosystem.
