Culture and tourism reality TV takes center stage
The formats that have "made waves" such as "Challenge of Comedy", "Solo with Bolero", "Laughing Across Vietnam", "Current Singer" or "Who is that person" are gradually disappearing.
Instead, reality TV shows associated with tourism, culture and cuisine are rising strongly. Names like "2 days 1 night", " brilliant journey", "Return to the countryside to get rich", "Beauty +84", "Gia gia vuong" ... continuously attract a high number of viewers, creating a strong influence on social networks.
This is not only due to the entertainment factor, but also thanks to the encouragement of policies to develop "cultural tourism" - one of the 12 " Sharp" cultural industries that Vietnam is prioritizing investment in. When tourism and culture are combined in TV shows, the program not only brings laughter but also contributes to promoting the image of the country and people of Vietnam.
A typical example is Gia gia vu ngan - a show known as healing program - recording the 7-day, 6-night journey of Jun Pham, Rhymastic, Bui Cong Nam, Duy Khanh and Ngoc Thanh Tam together experiencing rural life. From Ban Lien (Lao Cai) to Ly Son, Sa Huynh (Quang Ngai), Giong Trom (Ben Tre) and Dak Lak, the artists temporarily set the stage lights to transform into "real farmers".
Each journey contributes to spreading Vietnamese cultural values, honoring the beauty of nature, people, agricultural products and traditional craft villages. The Ly Son - Sa Huynh route helps promote the Ly Son garlic and Quang Ngai salted flower brand, while the Ban Lien (Lao Cai) route brings community tourism here to "take off", receiving a certificate of merit from Lao Cai province for its contribution to promoting local culture and tourism.
In addition to the appeal of Gia gia vu, Vietnamese television audiences also received many reality shows with strong cultural imprints.
"2 days 1 night" chose the direction of exploiting the trend of experiential tourism, bringing artists to many different regions across the country. Through each episode, the audience can explore famous scenic spots, culinary culture and the daily life of local people.
brilliant Journey has been broadcast since May 2023, a pure Vietnamese program with the criteria of Taking Vietnamese scent. Artists experience more deeply the typical cultural features of the localities they pass through.
Not only stopping at entertainment and experience, some programs are also directly linked to local economic development goals. "Returning to the countryside to get rich" has been on air since March this year, choosing a meaningful direction for society when focusing on supporting farmers to promote products, livestream sales, increase income and spread the spirit of entrepreneurship in the countryside.
superstar Team launched in November last year is a typical example when combining promoting scenic spots, introducing craft villages, traditional festivals, local cuisine with the form of livestreaming to sell agricultural products and specialties.
"The reward hunter" focuses on craft villages and cultural villages with a long tradition. "Beauty +84" is a place where the audience can admire the beauty of the landscape, customs, products and cultural imprints of each region.
Gameshow is still a potential land
Author Nguyen Phong Viet - the author of many best-selling books - commented: "The TV game show market continues to be a very potential piece of land. Simply because it is a free program, just open a TV and you can watch it, so its audience is always very large. I believe that, in the present and in the near future, TV game shows will still be an extremely potential field. Because in addition to easy access, it is less affected by competitive factors like other payment platforms.
According to Mr. Viet, the Vietnamese game show market is much slower than the world market. Therefore, when producing, in addition to creating our own formats with Vietnamese identity, we often learn and buy copyrights from famous international programs.
It is that resonance - between familiar domestic elements and the attraction of foreign formats that has helped the game show retain a loyal audience, always eagerly following the challenges and stories behind each episode.
In particular, he emphasized that currently, brands and labels are very popular with game shows. Brands love this form, because they understand the great value that game shows bring to the image and spread of the brand. Therefore, with strong investment from brands, I believe there is nothing to worry about about about about the future of game shows. On the contrary, this will continue to be a fertile land, where TV shows can develop more strongly and creatively in the coming time, the expert commented.
Author Nguyen Phong Viet believes that game show producers will not be passive and stand still. They always have plans and solutions to find a new direction for the game show market.
