- Ms. Pham Thi Thanh Ha, screenwriter, in the context of audiences shifting from traditional television to online platforms, how is this trend impacting the animation industry today? In your opinion, what difficulties and challenges is the animation industry facing in adapting to this change?
The shift of audiences from traditional television to online platforms has presented both opportunities and challenges for the animation industry.
In terms of opportunities, digital platforms like YouTube, Netflix, TikTok, VieON, andFPT Play help animated films reach a wider audience, no longer dependent on television broadcast schedules. Viewers, especially children and young people, can watch content anytime, anywhere, according to their personal needs. Furthermore, online platforms facilitate the rapid spread of engaging and highly creative content, creating a strong media effect and increasing interaction with viewers.
However, to capitalize on these opportunities, the animation industry must innovate in terms of content, storytelling, pacing, and distribution strategies. In the digital environment, the competitive pressure is immense, as Vietnamese audiences not only have access to domestic products but can also easily enjoy top-tier animated works from the US, Japan, South Korea , China, and other countries. Therefore, Vietnamese animation must compete directly with international competitors who possess superior experience, technology, and resources.
Furthermore, animation is a field that requires high investment costs and long production times. The biggest challenge for Vietnamese animation today remains financial resources. The lack of large-scale projects hinders market development and limits the ability to exploit revenue sources from copyrights, toys, video games, and related products. Limited investment capital also affects the training of high-quality personnel, from screenwriters, directors, designers, animators to special effects and sound experts.
As the animation industry transitions to a digital environment, it faces pressure from content distribution algorithms, competition for audience appeal, and the need to balance artistic value with marketability. Furthermore, copyright infringement, unauthorized copying, and distribution remain major obstacles, impacting return on investment and reducing its attractiveness to investors.
- Although the explosion of online streaming platforms has brought about many animated products with diverse content, historical animations or those with educational stories for children that are rich in national cultural elements are still strongly attracting audiences, aren't they, Madam?
- That's right. Although online platforms offer a huge amount of content across a wide variety of genres, animated works exploring historical themes, folklore, and educational content for children still have their own appeal, and are even gaining more attention. The more products there are, the more audiences seek out unique values, and cultural identity is a distinct advantage of Vietnamese animation.
Historical stories, legends, national heroes, and traditional values, when expressed through animation, always have the ability to attract young audiences and also receive attention from parents in guiding their children's content choices. In the digital age, cultural identity is not a barrier but rather a factor that creates the difference between Vietnamese animation and international productions.
In fact, on many online platforms, animated works about history, legends, and fairy tales consistently rank among the most viewed and engaged, maintaining their enduring appeal over time. The official YouTube channel of the Vietnam Animation Film Studio, with nearly 1 million subscribers, is a familiar destination for many animation enthusiasts. Many historical films have achieved impressive viewership numbers, such as "The Boy with the Reed Flag" with 17 million views, "Kim Dong" with 10 million views, "The Hero in the Cloth Robe" with 5.3 million views, "The Legend of Pongour Waterfall" with 3.2 million views, and "The Legend of the Magic Sword" with 2.3 million views.
Moreover, the high interactivity of digital platforms helps animated works reach audiences more quickly and effectively. For example, on the occasion of the anniversary of the "Hanoi - Dien Bien Phu Air Victory," the trailer for the film "Colorful Marbles," posted on the Vietnam Animation Film Studio's fanpage, attracted over 1 million views, more than 3,000 shares, and tens of thousands of interactions and comments. These numbers demonstrate public interest in historical themes and the strong potential for animation to spread widely in the digital environment.
Besides the already released works, many historical animation projects are also receiving public attention right from the production stage. One example is the animated feature film "Hoang Thi The: Fate and Destiny," co-produced by DeeDee Animation Studio and Avalook. This is an art-historical film project aimed at adult audiences, targeting those who appreciate culture, history, fine arts, and high-quality cinema, as well as researchers, students, and the creative community.
From this reality, it can be seen that historical and cultural animated works not only have enduring vitality but also have more opportunities to spread widely on digital platforms.
- In your opinion, what should Vietnamese animation producers do to both leverage the advantages of digital technology and preserve national cultural identity in their works, while also creating appeal for animation in the digital age?
- To both leverage the advantages of digital technology and preserve national cultural identity, in my opinion, the most important thing for Vietnamese animation producers is to know how to "tell our story using technology learned from world animation." We need to use Vietnamese culture as a foundation, while simultaneously applying digital technology to production to improve productivity, reduce costs, and increase competitiveness with international products.
Furthermore, building animated brands with a strong Vietnamese identity, investing in the development of high-quality human resources, innovating artistic thinking, updating production technology, and expanding distribution platforms to bring Vietnamese stories to domestic and international audiences are effective directions for Vietnamese animation in the digital age.
- How do you assess the current trends in animation content development in the Vietnamese market? What is the potential for Vietnamese animation to expand into the international market?
- Vietnamese animation is at a crucial stage in its transition to a market-oriented animation industry. We have many advantages in terms of audience, a rich cultural heritage, strong learning capacity, and the ability to apply technology effectively. Therefore, the prospects for the development of Vietnamese animation in the future are very promising.
The potential for expanding into the international market is also very promising. However, success will depend on whether we can transform our cultural advantages into compelling stories that resonate with audiences both domestically and internationally. I believe that, with its unique cultural heritage, creative workforce, and wide-ranging opportunities from digital platforms, Vietnamese animation, after a period of learning and accumulation, will have the necessary conditions to break through, gradually assert its position, and reach the international market.
Thank you very much, Madam!
Source: https://hanoimoi.vn/nha-bien-kich-pham-thi-thanh-ha-ban-sac-van-hoa-loi-the-cua-hoat-hinh-viet-trong-thoi-dai-so-1209646.html
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