Reality shows and the branding challenge

VHO - The popularity of a single season is no longer the sole measure of success for reality TV shows. Many producers are aiming for a longer-term goal: building content brands that can endure after the show ends and continue to create value across multiple platforms.

Focusing on brand development contributes to the sustainability of reality TV shows. Photo: "Haha's Restaurant"

Extending the brand lifecycle

Recently, the Vietnamese reality television market has witnessed a notable shift in approach. While previously programs primarily focused on media hype and viewership for each season, many production teams are now pursuing longer-term goals: building unique value for their shows. Instead of viewing each show as a short-term entertainment product, they are paying more attention to defining identity, developing a strong audience, and extending the content's longevity across multiple platforms.

Haha Family This is an example of how this trend is becoming increasingly evident. After gaining popularity through its everyday stories, healing atmosphere, and connection with local culture in the first season, the show continued to develop into a new version called " Haha's Restaurant." Instead of launching a completely new project, the producers chose to inherit the name, spirit, and established audience, while refreshing the content by having the cast participate in running restaurants and homestays, and increasing interaction with viewers.

Meanwhile, "Brother Overcoming a Thousand Obstacles" and "Brother Says Hi" demonstrate a development direction based on a content ecosystem model. The value of the program doesn't stop at the broadcast episodes but continues to expand through concerts, community activities for fans, and many related products. Thanks to this, the show's appeal is maintained over a long period instead of just focusing on the broadcast phase.

Alongside the shift in production mindset is the increasing involvement of banks and large corporations as sponsors. Instead of short-term support, many partnerships are being built on strategic collaboration, jointly developing brand image and expanding the audience. These collaborations help create a stable source of resources, enabling producers to invest long-term in content, technology, and value-added activities for programs after broadcast.

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However, the overall market still has many limitations. Many current shows still focus on creating immediate buzz with famous artists or media campaigns. When the novelty wears off, the show's appeal quickly diminishes.

Furthermore, the mindset of investing in long-term value is not yet widespread. Most resources are focused on boosting viewership and reach, while the factors that help build a loyal audience are not given adequate attention. This remains a significant gap between the domestic market and many international entertainment models, where each program is developed as a content asset capable of accumulating value over many years, linked to an ecosystem of products, activities, and experiences that extend beyond the screen.

Development within the entertainment ecosystem

Amidst the vast array of competing content across platforms, a sustainable program needs more than just engaging episodes. It's crucial to create a unique identity and establish a clearly defined value system that audiences can recognize. When developed as an independent content asset with its own audience, the program can continue to thrive even after its season ends. From concerts, podcasts, behind-the-scenes documentaries, and music releases to interactive activities and hands-on experiences, all contribute to extending the program's lifespan, generating additional revenue, and reducing reliance on traditional television advertising.

Along with expanding the content ecosystem, producers need to view the audience as an integral part of the development process. While previously audiences primarily received content in a one-way manner, in the digital environment, they can participate in creating value through interaction, sharing, and contributing ideas. Building fan communities on online platforms, creating spaces for audiences to participate in challenges or connect with artists, will help increase engagement and maintain the vitality of the program in the long term.

While a fan base can create widespread appeal, unique content is the deciding factor in long-term survival. Instead of relying entirely on familiar formulas from international formats, programs can create their own unique identity through regional culture, traditional art, cuisine , lifestyle, or contemporary Vietnamese stories. By embodying distinct cultural values, products will have a greater chance of reaching domestic audiences and gradually expanding their reach to the international market.

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Besides content, audience data is increasingly becoming a crucial element in long-term development strategies. Instead of just looking at viewership ratings, production companies need to monitor audience behavior, engagement levels, and needs across various platforms. This data helps programs continuously innovate while maintaining their core identity, avoiding blindly following trends.

In the long run, the competitiveness of Vietnamese reality shows will not be determined by a few successful seasons or fleeting numbers. More importantly, it's about the ability to build sustainable entertainment brands capable of accumulating value over many years. When a program becomes a cultural and economic asset, its impact extends beyond the small screen, contributing to the spread of positive values ​​in society and fostering the development of the creative industry.

Source: https://baovanhoa.vn/giai-tri/show-thuc-te-va-bai-toan-thuong-hieu-236990.html