Wherever there are viewers, there are television waves.

(Baothanhhoa.vn) - In the digital age, where technology is constantly redefining how people access information, journalism and television can no longer stand still. Television waves now not only fly through the air but also permeate every digital platform, every mobile device, and every touch of the screen. With a strong determination to transform itself, Thanh Hoa Newspaper and Radio and Television Station have been undergoing a comprehensive restructuring to keep pace with the times, maintain their position as the province's leading media agency, and strive to become an influential media center in the region and the country. Wherever there are viewers, there are television waves – that is the declaration, the direction, and the aspirational journey of those working in Thanh Hoa television today.

Filming for the program "Land and People of Thanh Hoa". Photo: Provided.

Television waves - no longer limited by frequency.

There was a time when a rooftop antenna was an indispensable item for every family. Back then, television signals soared through the air, traversing mountains and forests to reach remote villages, bringing with them the light of knowledge, information, and entertainment. But that era is long gone. Today, waves are no longer simply frequencies. Waves are now algorithms, digital platforms, the touch of a young person's phone screen while waiting for the bus, or the lunch break of a worker between shifts.

Amidst this wave of technological advancements, Thanh Hoa's media outlets did not stand idly by. With strategic vision and keen insight, Thanh Hoa Radio and Television Station (now Thanh Hoa Newspaper and Radio and Television Station) proactively adapted and transformed itself from a traditional media organization to a multi-media, multi-platform journalistic model. It was an internal revolution, but one that was geared towards the public.

Waves follow the audience: From rooftops to handheld devices.

Beyond simply maintaining broadcasts, the station has actively sought out where its audience is present. With over 103 million views on TikTok in 2024, these short, concise, and energetic videos have reached over 83 million users. This is not just a telling number, but also proof of a shift in journalistic thinking – from “reporting” to “leading,” from “speaking” to “communicating,” from “one-way” to “multi-way interaction.”

Alongside this, the station's official YouTube channel has reached over 36 million views and nearly 471,000 subscribers – a dream number for many local news agencies nationwide. More than just a place to archive broadcasts, YouTube has now become a powerful media platform, allowing viewers to actively choose content according to their needs, regardless of time or device.

On Facebook – the most popular social media platform in Vietnam – the station's fan page reached 17.5 million views and over 11.2 million users last year. This shows that the public is still seeking out official information, as long as it is presented in a flexible, accessible, and easily understandable way.

The digital space – a new frontier for local journalism.

Amidst the wave of digital transformation, where the boundaries between different forms of journalism are blurring, the ability to be present on multiple platforms has become a crucial criterion for survival. Years ago, Thanh Hoa Radio and Television Station built a digital content ecosystem called TTV Digital – where radio and television programs are restructured to suit each platform: from social media, websites, podcasts to mobile applications.

The station's website recorded over 6 million views and more than 5.1 million visits in 2024, showing that the demand for reading, watching, and searching for information from the public remains very high, as long as the content is optimized for digital experience. The podcast "Literature and Art of Thanh Hoa" on Spotify, although still in its infancy, has already garnered over 10,000 plays and more than 100,000 regular subscribers – a positive sign for the burgeoning audio journalism format.

Even the Thanh Hoa Television mobile app has made its mark with over 1,000 downloads on Google Play, a 4.5-star user rating, and a high rating of 4.7 stars on the App Store. This is proof of a reality: audiences are constantly changing the way they consume information – and the press must keep pace if it doesn't want to fall behind.

Digital transformation – a transformation of journalistic mindset.

All these figures not only reflect the effectiveness of communication, but also reveal a profound internal transformation: a shift from a "produce to broadcast" mindset to a "produce to serve" mindset; from organization by type (radio, television) to organization by content and function; from one-way journalism to creating two-way communication that is responsive, interactive, and personalized.

The development strategy until 2030 goes beyond simply expanding broadcasting scale or investing in modern production technology. More importantly, it focuses on improving the quality of the journalistic workforce, aiming to build a highly qualified and professionally trained team in digital content production and multi-platform communication. Simultaneously, it aims to reorganize the structure towards a more streamlined and flexible approach, creating the most favorable conditions for creative activities and the production of high-quality content.

Television is no longer alone.

Throughout this journey, Thanh Hoa Newspaper and Radio-Television Station have not gone it alone. Every step of transformation by the Newspaper and Radio-Television Station has been closely linked to the leadership of the Provincial Party Committee, the direction and management of the Provincial People's Committee, and the support and cooperation of various sectors, localities, the business community, and the people. The development of the Newspaper and Radio-Television Station is not only an internal requirement of a media organization, but also a political task in building the image of the locality and elevating Thanh Hoa's position in the eyes of friends both domestically and internationally.

Cooperation, collaboration, and socialization are also strategic directions. In the near future, Thanh Hoa Newspaper and Radio and Television Station will continue to strengthen cooperation with major domestic technology platforms to reach a wider audience, increase the commercialization of information in accordance with the law, and create reasonable revenue streams for reinvestment in content quality, production technology, and the livelihoods of journalists.

The spirit of integration - the vitality of Thanh Hoa province.

In the turbulent flow of the digital age, where many media outlets race to gain views by any means, Thanh Hoa Newspaper and Radio-Television Station have chosen a quiet but steadfast path – one of composure and responsibility. Not blindly following the crowd, not sacrificing quality for viewership, the newspaper and station remain true to the principles and objectives of a revolutionary media organization: to transmit official, objective, and truthful information, reflecting the correct policies and guidelines of the Party and the State.

Digital transformation is not simply about changing technology, but also a major challenge in maintaining unique identity and core values. Thanh Hoa Newspaper and Radio and Television understand that every piece of content broadcast, every program produced, must be both highly topical and adhere to political and social standards. Careful consideration of each topic and perspective not only helps retain traditional audiences but also satisfies younger, modern audiences who receive information from diverse sources across multiple digital platforms.

Here, it's not simply about chasing trends or chasing after superficial digital effects, but about building trust through the quality and authenticity of information. The appeal of television programs doesn't come from gimmicks to attract viewers, but from skillful and creative communication methods that make official information accessible, easy to understand, and above all, highly practical – helping people better understand policies, current events, and socio-economic issues happening around them.

It is this very resilience that creates the enduring vitality of Thanh Hoa's television broadcasts – a vitality that has not faded in the context of the digital media explosion, but on the contrary, has spread ever wider, creating a distinct and profound mark, affirming its position not only in the hearts of local viewers but also among the people of the whole country.

When the "waves" carry aspirations

In the vigorous development of Thanh Hoa's television broadcasting, no progress can be sustainable without the unifying force of the entire political system and the trust and affection of the people. It is precisely the profound concern, consistent direction, and comprehensive leadership of the Provincial Party Committee and the Provincial People's Council, along with the timely support and facilitation from the Provincial People's Committee, that have created the legal framework and favorable environment for Thanh Hoa's newspapers and radio and television stations to develop in the right direction, strongly and sustainably.

Furthermore, the close coordination of departments, agencies, and localities, along with the companionship and sharing of millions of people in the province and millions of Thanh Hoa residents living far from home – those who always follow every program, every news report, every image on their hometown's television – has added vitality and life to each frame.

Thanks to this synergy, the "wave" is no longer merely a means of communication, but has become a vibrant, comprehensive picture of Thanh Hoa province – where achievements in economic, cultural, social, and national defense and security development are clearly depicted; where the daily life of the people is conveyed with both emotion and responsibility. Each news report, each feature, each documentary film is not just a stream of information, but also a narrative about the aspirations for progress, the spirit of innovation, and the cultural depth of a land of "exceptional people and rich history."

Wherever there are viewers, there is the "wave" of television – this is not just a declaration, but a proud commitment. This commitment can only be upheld when every journalist and television professional voluntarily integrates themselves into a unified, innovative, and ever-forward-thinking entity. And then, the "wave" of Thanh Hoa will not only resonate far and wide, but also resonate deeply within the public, contributing to a Thanh Hoa that is resilient, creative, and developing, steadily progressing alongside the nation in the new era.

Nguyen Huy Long

Deputy Editor-in-Chief of Thanh Hoa Newspaper and Radio and Television Station

Source: https://baothanhhoa.vn/noi-nao-co-khan-gia-noi-do-co-nbsp-canh-song-truyen-hinh-252396.htm