Challenges of digital content creation

60% of YouTubers are under 25 years old

Commenting on the opportunities for Vietnamese digital content businesses, Mr. Ta Manh Hoang, Chairman of the Vietnam Digital Content Creation Alliance, said that the development of cross-border platforms has opened up a flat world , allowing digital content creators to reach the public more easily.

As of January 2023, Vietnam has 77.93 million internet users, equivalent to 79.1% of the total population, an increase of 5.3 million compared to 2022. The number of social network users is 70 million, equivalent to 71% of Vietnam's population, of which 68% are over 18 years old using social networks. In Vietnam, there are 66.2 million Facebook users; 63 million YouTube users; 10.3 million Instagram users; 49.86 million TikTok users; about 2 million Netflix subscribers... According to statistics, 60% of Vietnamese YouTubers are under 25 years old, of which 42% are under 18 years old; 70% of YouTubers started producing content when they were students.

According to many experts, Vietnam also has the advantage of young human resources, with the ability to quickly access technology and high creativity. The Government's policy is to promote the digital economy into a spearhead industry. The State is building a series of policies, creating favorable legal corridors for business activities, researching tax policies, connecting trade promotion activities, promoting the development of high-quality human resources. These are opportunities for the digital content industry in Vietnam to develop.

Mr. Vu Kiem Van, Vice President and General Secretary of the Vietnam Digital Communications Association (VDCA), said that in the past 5 years, the emergence of diverse digital platforms has changed the habits and behaviors of audiences. To keep up with this trend, digital content producers are forced to change their thinking, in order to create diverse content products in many fields, from news, entertainment, to sports, education ... This is a trend and a digitalization process that cannot be reversed. In this playground, individuals and organizations will have to face barriers and challenges on many issues, especially the story of copyright and digital advertising business.

With digital content, it is not only an industry, it is also a creative activity, related to culture and art in general in cyberspace, through digital platforms.

Perfecting institutions and raising social awareness

The popularity of the internet, the emergence and strong development of digital platforms have changed the habits and behaviors of audiences when accessing and enjoying content from traditional forms such as television, radio, print newspapers... moving to the digital space.

However, many digital content businesses believe that the legal regulations on intellectual property rights in the digital content field are still unclear, along with the low awareness of intellectual property rights among the people. These factors make digital content producers "confused" in their digital content creation activities. Along with that, the biggest difficulty that digital advertising businesses are facing is legal issues.

“We still lack legal corridors to protect and enhance the position of businesses in the international arena, and do not have plans to protect against possible disputes,” Mr. Ta Manh Hoang warned.

An example is the case of a large British company that abused intellectual property rights to dispute the digital copyright of the Wolfoo cartoon character set of Sconnect Vietnam. Along with that, a number of Vietnamese game companies were involved in intellectual property lawsuits from Chinese and Japanese companies. Since then, Vietnam has been labeled as a country with widespread copyright infringement...

Digital content creation is a trend attracting the participation of young people.

Along with that, Mr. Ta Manh Hoang also pointed out a number of challenges and difficulties for digital content creation. Specifically, the fast money-making model that is popular in Vietnam today is mainly spontaneous and high-risk. The number of start-ups is large but small-scale and short-lived. By the end of 2022, Vietnam will have about 3,800 start-ups, ranking 54th in the global start-up ecosystem, but only 50% of start-ups will survive after 5 years of operation. Vietnam is lacking outstanding products domestically and internationally to create awareness among customers and partners, leading to a lack of business opportunities and low labor value. In particular, users of digital content products are not aware of high levels, easily being drawn into negative products that do not bring much value and do not respect copyright.

To keep up with the trend in digital content creation and transform the money-making model (from quick money-making to sustainable development), according to many experts, the solution is still to perfect institutions and raise social awareness about this issue.

Lawyer NGUYEN TIEN HIEU, Ho Chi Minh City Bar Association: Raising awareness of intellectual property

It is not really convincing to say that the provisions of the law on intellectual property are still unclear. Because the 2005 Intellectual Property Law, amended in 2009 and 2019, has covered the protection contents in the field of digital content creation. We have also participated in international conventions and international agreements such as the Paris Convention, the Madrid Agreement, and the PCT Treaty. Recently, a number of Vietnamese enterprises operating in the field of digital content development and creation have been sued by a number of foreign legal entities regarding digital copyright. There will likely be many more related lawsuits if we do not raise awareness about intellectual property. Specifically, domestic laws as well as international treaties of which Vietnam is a member will protect the rights of citizens and legal entities of participating countries. However, to be protected, it is necessary to register for protection according to the laws of the host country, as well as the regulations of the international treaties to which Vietnam is a member.

Mr. NGUYEN THANH DAN, co-founder of Trung Thao Mai channel - Mr. Ba Dan: Every creator must always be self-aware.

Nowadays, young people are very creative and versatile in many different areas of content. On the positive side, it brings a variety of entertainment "dishes" to viewers. However, there are also many individuals who try every way to achieve the fastest fame through sensational products, negative content... Some trends are even counterproductive, aiding bad things. More dangerously, it greatly affects the reception and behavior of young people themselves. Since the channel was founded, our point of view is that each video must be both topical and harmoniously combine education and humor.

I believe that, to develop healthy content, the core factor still lies in the awareness and consciousness of the creators themselves. We cannot put the responsibility on users to know how to select, or force parents to manage all of their children's activities. More than anyone else, the creators of this content always need to determine that each of their products must be suitable for the majority of audiences, especially children.

Mr. THIEN DAM, residing on Hong Ha Street, Tan Binh District, HCMC: Create your own filter

I think digital content is in a very developed stage because of the benefits it brings to both users and businesses. If in the past, we had to spend a lot of time to convey something to others, now, thanks to digital content, it will be conveyed faster and spread to more people. There are many good articles and videos on social networks with entertaining and meaningful messages. Obviously, I always want to receive content that is entertaining, humorous, and fun. I think digital content has positive and negative aspects. Therefore, I create my own filter, to separate the bad from the good, by following people whose content is suitable for me in priority display mode.

Recorded by HAI DUY

Source: https://www.sggp.org.vn/thach-thuc-hoat-dong-sang-tao-noi-dung-so-post688590.html