Recording of the program Land and People of Thanh Hoa. Photo: TL
TV waves - no longer limited to frequency
There was a time when the antenna erected on the roof was an indispensable item in every family. At that time, television “waves” flew through the sky, over mountains and forests to reach remote villages, carrying 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 tap of a young person’s phone screen while waiting for the bus or the lunch break of a worker between shifts.
In that wave of technology, Thanh Hoa press agencies did not stand aside. With strategic vision and acumen, Thanh Hoa Radio and Television Station (now Thanh Hoa Newspaper and Radio and Television Station) proactively adapted, strongly transforming itself from a traditional media agency to a multimedia, multi-platform press model. An internal revolution, but oriented towards the public.
The Wave Follows the Audience: From Rooftops to Handhelds
Not just simply staying on the airwaves, the station has actively sought out where its audience is. With more than 103 million views on TikTok in 2024, its short, concise and energetic videos have reached more than 83 million users. That is not only a telling number, but also a testament to the shift in journalistic thinking - from "reporting" to "leading", from "speaking" to "communicating", from "one-way" to "multi-dimensional interaction".
Along with that, the station's official YouTube channel has reached over 36 million views and nearly 471 thousand subscribers - a dream number for many local press agencies across the country. Not only a place to store broadcast programs, YouTube has now become a powerful media platform, helping audiences proactively choose content according to their needs, regardless of time or device.
On Facebook - the most popular social media platform in Vietnam - the station's fanpage reached 17.5 million views and reached more than 11.2 million users in the past year. This shows that the public is still looking for official information, as long as it is presented in a flexible, close and easy-to-understand way.
Digital space - the new frontier of local journalism
In the wave of digital transformation, when the borders between types of journalism are gradually blurred, the ability to be present on multiple platforms becomes a survival criterion. Many 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 networks, websites, podcasts to mobile applications.
The station's website recorded more than 6 million views and over 5.1 million visits in 2024, showing that the need to read - watch - look up information from the people is still very large, as long as the content is optimized for the digital experience. The podcast "Literature and Arts of Thanh Hoa" on Spotify, although just in its infancy, has more than 10,000 plays and more than 100 regular followers - a positive signal for the emerging form of audio journalism.
Even the Thanh Hoa Television mobile application has made its mark with more than 1,000 downloads on CH Play, rated 4.5 stars by users, and highly rated on AppStore with a rating of 4.7 stars. This is proof of a fact: audiences are constantly changing the way they consume information - and the press must follow them, if they do not want to fall behind.
Digital transformation - changing the mindset of journalism
All of the above figures not only reflect communication effectiveness, but also show a profound internal transformation: a transformation from the mindset of “producing to broadcast” to “producing to serve”; from organizing by type (radio, television) to organizing by content and function; from one-way journalism to creating two-way communication, with feedback, interaction, and personalization.
The development strategy until 2030 does not stop at expanding the scale of broadcasting or investing in modern production technology. The core thing is to improve the quality of the journalism team, aiming to build a workforce with high professional qualifications, well-trained in digital content production and multi-platform communication. Along with that is the orientation to reorganize the apparatus in a streamlined and flexible direction, in order to create the most favorable conditions for creative activities and production of quality content.
Television is no longer alone
In that journey, Thanh Hoa Newspaper and Radio - Television do not go alone. Every step of the Newspaper and Radio is closely linked to the leadership of the Provincial Party Committee, the direction and administration of the Provincial People's Committee and the companionship and support of sectors, localities, business community and people. The development of Newspaper and Radio is not only an internal requirement of a press agency, but also a political task in the process of building the local image, raising the position of Thanh Hoa in the eyes of domestic and international friends.
Cooperation - association - socialization is also a strategic direction. In the near future, Thanh Hoa Newspaper and Radio - Television will continue to promote cooperation with major domestic technology platforms to bring content further, increase the ability to commercialize information in accordance with the law, create reasonable revenue to reinvest in content quality, production technology and the lives of journalists.
Integrative spirit - vitality of Thanh land
In the strong flow of the digital age, when many media agencies are racing to gain views by all means, Thanh Hoa Newspaper and Radio - Television Station have chosen for themselves a quiet but steadfast path - that is the courage of sobriety and responsibility. Not blindly following the majority, not trading quality for viewership, Newspaper and Radio Station still maintain the purpose of a revolutionary press agency: to convey official, objective, honest information, accurately reflecting the guidelines and policies of the Party and State.
Digital transformation is not simply a change in technology, but also a big challenge in maintaining its own identity and core values. Thanh Hoa Newspaper and Radio - Television understand that each broadcast content, each program created, must be both sharp and timely, while ensuring political and social standards. Carefully considering each topic and each perspective not only helps retain traditional audiences but also satisfies young, modern audiences who receive multi-dimensional information on many digital platforms.
Here, it is not simply about following trends or surfing on virtual quantitative effects, but about building trust through the quality and authenticity of information. The appeal of television programs does not come from tricks to attract views, but from clever and creative ways of communicating so that official information becomes closer, easier to receive, and above all, has high practical value - helping people better understand policies, current events, as well as economic and social issues happening around them.
It is this courage that creates the enduring vitality of Thanh television's "waves" - a vitality that is not lost in the context of the digital media explosion, but on the contrary, is increasingly spreading widely, creating a unique and profound mark, affirming its position not only in the hearts of local audiences but also with the people of the country.
When the "waves" carry aspirations
In the journey of strong development of Thanh Hoa television, no step can be steady without the strength of unity - that is the consensus of the entire political system and the trust of the people. It is from the deep concern, consistent orientation and comprehensive leadership of the Provincial Party Committee, People's Council, timely support and facilitation from the Provincial People's Committee that has created a legal corridor and a favorable environment for Thanh Hoa Newspaper and Radio - Television to develop in the right direction, strongly and sustainably.
In addition, the close coordination of departments, branches, sectors, and localities, along with the companionship and sharing of millions of people in the province and millions of Thanh Hoa people far from home - who always follow every program, every news, every image on their hometown television - has added vitality and life to each frame.
Thanks to that resonance, the “wave” is no longer simply a means of communication, but becomes a vivid, panoramic picture of Thanh Hoa province - where achievements in economic, cultural - social development, national defense - security are clearly depicted; where the daily life of the people is conveyed with both emotion and responsibility. Each news, each topic, each documentary film is not only a stream of information, but also a story about the aspiration to rise, the spirit of innovation and the cultural depth of a land of “spiritual land and talented people”.
Wherever there are audiences, there are television “waves” - not only a declaration, but also a proud commitment. That commitment can only be maintained when each journalist and television worker voluntarily integrates into a united, innovative and constantly progressing entity. And then, Thanh Hoa’s “waves” will not only resonate far and wide, but also sink deep into the hearts of the public, contributing to creating a Thanh Hoa that is brave - creative - developed, and steadfastly walking with the country in the new era.
Nguyen Huy Long
Deputy Editor-in-Chief of Thanh Hoa Newspaper and Radio - Television Station
Source: https://baothanhhoa.vn/noi-nao-co-khan-gia-noi-do-co-nbsp-canh-song-truyen-hinh-252396.htm
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