Information on PhD thesis of PhD student Nguyen Thi Quynh Nga: Public demand for multi-platform television products today

1. Full name of PhD student: Nguyen Thi Quynh Nga           2. Gender: Female

3. Date of birth: June 15, 1988 4. Place of birth: Ha Tinh

5. Decision to recognize PhD students: No. 2949/2021/QD-XHNV-DT dated December 28, 2021 of the University of Social Sciences and Humanities

6. Changes in training process (if any): No

7. Thesis topic name:Public demand for multi-platform television products today

8. Major: Journalism 9. Code: 62 32 01 01

10. Scientific instructor: Associate Professor, Dr. Bui Chi Trung

11. Summary of new results of the thesis:

The thesis focuses on surveying, analyzing and explaining the needs of the Vietnamese public for television products in the context of strong development of multi-platform media. By combining qualitative methods (case studies, in-depth interviews) and quantitative methods (survey of viewer behavior), the thesis has clarified the dynamic system between the public and current television products, with some outstanding results as follows:

- Generalize the multi-layered needs of the Vietnamese public today, from the need for flexible access (anytime, anywhere, on any device), to the need for "real - touch - connect" content, and the need to position oneself and identify the community in the digital media environment. The thesis points out that television is no longer simply a means of information and entertainment, but has become a space for the public to negotiate social values ​​and shape personal identity.

- Building a new analytical framework model of multi-platform television audience needs, combining three main approaches: (1) accessibility needs, (2) discourse and identity needs, and (3) socio-cultural needs. This model not only helps analyze current public behavior but also has the ability to be applied to forecast future television consumption trends.

- Clarifying the shift in the public's role from receiver to consumer, participant and content creator. The thesis uses a combination of communication theories to explain the process in which the public is no longer passively receiving but actively "choosing", "communicating" and "co-creating" value through each interaction with television.

- Update the current status of television audience stratification in Vietnam by age, gender, income, usage platform and content consumption habits. The quantitative survey with nearly 700 samples provided the first quantitative view of multi-platform television consumption behavior in Vietnam in the period 2023-2024, reflecting a clear differentiation in habits and needs among audience groups.

- Clarifying the growing role of algorithms in shaping public behavior. The thesis analyzes the emergence of an "algorithmic public" - when OTT platforms, social networks and online TV services use algorithms to personalize content, suggest and direct viewing behavior. This creates a "custom-filtered" media environment, where needs are not only expressed but also molded and shaped by data and computational logic. The public is both "served" according to their needs and "reoriented" in their choices within the algorithmic ecosystem - a trend that needs to be monitored and evaluated ethically and socially.

Thus, the thesis not only contributes theoretically by expanding the understanding of public needs in the digital media era, but also has practical significance by proposing an analytical framework that can be applied in studying audience behavior, designing television content, building communication strategies and developing interactive television platforms. The research results help to better understand the changing relationship between television - public - technology, thereby providing new insights for the development of the Vietnamese television industry in the coming time.

12. Further research directions: digital television, digital media, journalism, digital culture

13. Publications related to the thesis:

1. Nguyen Thi Quynh Nga (2021), “The public in the post-television era in Vietnam”, Journalist Magazine (451), pp.59-61.

2. Nguyen Thi Quynh Nga (2023), “Taste of the Vietnamese multi-platform television audiences via discourse on women in soap opera”, International ConferenceSecond International conference: On the issues of social sciences and humanity, Hanoi, pp.922-933.

3. Bui Chi Trung, Nguyen Dinh Hau (co-editor), Nguyen Thi Quynh Nga and co-authors (2024),Modern Television Vol.2: Digital Solutions, Hanoi National University Publishing House, Hanoi.

4. Nguyen Thi Quynh Nga (2024), “Discourse on LGBT in the Gameshow “Who is single” in Vietnam's multi-platform TV landscape”, International ConferenceThe Asian Conference on Cultural Studies 2024,Tokyo, Japan, pp.99-109.

5. Nguyen Thi Quynh Nga (2024), “Transition from free to subscription in television and electronic newspapers: transforming public thinking”, International ConferenceJournalism and media economics in the context of the digital economy, Hanoi, pp.530-546.

6. Nguyen Thi Quynh Nga (2024), “From Receptive Audience to Active Customer: A Review of Public Research in the World”, National ConferenceSocial Sciences and Humanities: Training - Research - Application, Nghe An, pp.224-349.

 INFORMATION ON DOCTORAL THESIS

1. Full name: Nguyen Thi Quynh Nga

2. Sex: Female

3. Date of birth: 15^thJune 1988

4. Place of birth: Ha Tinh

5. Amission decision number2949/2021/QD-XHNV-DTdated 28^thDecember 2021 by VNU University of Social Sciences and Humanities

6. Changes in academic progress: None

7. Official thesis title:Public Demand for Multi-Platform Television Products Today

8. Major: Journalism

9. Code: 62 32 01 01

10. Supervisors: Assoc. Prof. Dr. Bui Chi Trung

11. Summary of the new findings of the thesis

The thesis focuses on examining, analyzing, and interpreting the demands of the Vietnamese public for television products in the context of the rapidly evolving multi-platform media landscape. By combining qualitative methods (case studies, in-depth interviews) and quantitative approaches (audience behavior surveys), the thesis elucidates the dynamic relationship between the public and television products today, with several notable findings:

- It conceptualizes a multi-layered system of audience needs in Vietnam, ranging from flexible access demands (anytime, anywhere, on any device), to the desire for content that is “authentic - touching - connective,” and further to the need for self-identification and community recognition in the digital media environment. The thesis demonstrates that television is no longer merely an information-entertainment medium but has become a space where audiences negotiate social values ​​and shape personal identity.

- A new analytical framework is proposed to assess audience needs in multi-platform television, integrating three main dimensions: (1) technological accessibility, (2) discourse and identity expression, and (3) socio-cultural needs. This framework not only aids in understanding current audience behavior but also offers predictive potential for future trends in television consumption.

- The thesis clarifies the transformation of the public's role from passive receivers to active consumers, participants, and co-creators of content. It utilizes various media theories to explain this progression, showing how audiences are no longer merely passive but actively “select,” “interact,” and “co-construct” value through each engagement with television.

- It updates the current stratification of Vietnamese television audiences by age, gender, income, platform usage, and content consumption habits. A quantitative survey of nearly 700 respondents offers the first empirical snapshot of multi-platform consumption behavior in Vietnam during 2023-2024, reflecting a clear differentiation in television needs and habits across audience segments.

- The growing influence of algorithms in shaping audience behavior is analyzed in depth. The thesis explores the emergence of the “algorithmic audience,” whereby OTT platforms, social media, and online television services use algorithmic logic to personalize content, suggest viewing options, and guide viewer behavior. This creates a “customized filter” media environment in which audience needs are not only expressed but also shaped by data and computational logic. Audiences are both “served” according to their needs and prepared “steered” in their choices within the algorithmic ecosystem—a trend that demands ongoing ethical and social evaluation.

In sum, the thesis concludes by expanding the understanding of audience needs in the digital media age and offers practical significance through the proposal of an analytical framework applicable to audience research, television content development, media strategy planning, and the evolution of interactive TV platforms. The findings shed light on the changing relationship among television, audiences, and technology, providing new insights for the future development of the Vietnamese television industry.

1. Future research directions: Digital television, Digital media, Journalism, Digital culture
2. Thesis-related publications

1. Nguyen Thi Quynh Nga (2021), "Audiences in the Post-Television Era in Vietnam",Journal of Journalists(451), pp. 59-61.

2. Nguyen Thi Quynh Nga (2023), "Taste of the Vietnamese Multi-Platform Television Audiences via Discourse on Woman in Soap Opera", Proceedings of the Second International Conference: On the Issues of Social Sciences and Humanity, Hanoi, pp. 922-933.

3. Bui Chi Trung, Nguyen Dinh Hau (co-editors), Nguyen Thi Quynh Nga et al. (2024),Modern Television Vol.2: Digital Solutions, Vietnam National University Publishing House, Hanoi.

4. Nguyen Thi Quynh Nga (2024), "Discourse on LGBT in the Gameshow 'Who is Single' in Vietnam's Multi-Platform TV Landscape", Proceedings of The Asian Conference on Cultural Studies 2024, Tokyo, Japan, pp. 99-109.

5. Nguyen Thi Quynh Nga (2024), "The Transition from Free to Subscription-Based Television and Online Press: A Shift in Public Mindset", Proceedings of the International Conference on Media and Communication Economics in the Digital Economy, Hanoi, pp. 530-546.

6. Nguyen Thi Quynh Nga (2024), "From Passive Audience to Active Consumer: A Review of Global Audience Studies", Proceedings of the National Conference on Social Sciences and Humanities: Training - Research - Application, Nghe An, pp. 224-349.