Abstract of the doctoral dissertation by Le Vu Diep

INTRODUCTION

1. The urgency of the topic

The achievements and rapid changes in information and communication technology over the past few decades have influenced and dominated all aspects of social life. When considering the context of global media development, many studies worldwide have recognized the impact of information and communication technology as a decisive factor. In the field of journalism, the impetus of information and communication technology has fundamentally changed the development trends of all forms, especially television.

Previous research has essentially identified four of the most important development trends:

• The application of technology and multimedia convergence on the Internet in television.
• Developing cross-platform content with new production methods.
• Multiplatform management
• Reaching the public with the new characteristics of fragmentation and mobility.

These trends have led to the emergence of a new, unconventional television ecosystem—social TV.

Social TV, as a multimedia convergence model, is the latest production method in the global television industry. This model breaks the limitations of linear broadcasting technology, aiming for multi-platform audience access, multi-channel content distribution, multiscreen content distribution, and meeting the needs of fragmented audiences with cross-content and 360-degree programming.

Several countries, such as the US, UK, Netherlands, and in Asia, have been adopting the social TV ecosystem model, initially achieving success in meeting the specific needs of the public in the Internet age.

As a developing country, Vietnamese journalism in general, and television in particular, has been striving to keep pace with progress and increase professionalism. As the national mass media channel, it is crucial to grasp trends, identify the current situation, find appropriate solutions, and adapt quickly to ensure sustainable future development.

2. Research Objectives and Tasks

2.1. Purposestudy

This study systematizes the theoretical basis of the social TV ecosystem, assesses the current state of its implementation worldwide, and examines its initial application in Vietnam. Based on this, the author analyzes the potential for application and proposes solutions for the development of social TV in Vietnam.

2.2. Tasks 

First,To establish an overview of the research situation on television and the social TV ecosystem model.

SecondThis involves building a theoretical framework for the research topic and clarifying theoretical issues regarding the social TV ecosystem model.

Third,Establishing a television ecosystem model based on the Internet with specific characteristics and functions.

Fourth,This study analyzes and evaluates the current state of social TV in Vietnam through several specific case studies.

Fifthly,To identify problems that need to be addressed and propose feasible solutions to improve the efficiency of the television industry in Vietnam.

3. Research Subjects and Scope

3.1. Target audience:Social TV ecosystem- A model for producing and distributing television content on the Internet in the digital age is the subject of this thesis.

3.2. Scope of the study: A case study of several social TV ecosystems in Vietnam (VTV2, VTV6, VFC…) and around the world.

The survey was conducted from 2010 to the end of 2019.

3.Research hypothesis[A1] 

Hypothesis 1:The methods of producing and distributing television content on internet platforms, following the trend of multimedia convergence, will operate according to the social TV ecosystem model.

Hypothesis 2:Cross-platform content and 360-degree programming within the social TV ecosystem create a content ecosystem that surrounds the main broadcast program, aiming to attract users.

Hypothesis 3:Multi-platform supplementary channels create a channel ecosystem, optimizing opportunities to reach and retain the target audience.

Hypothesis 4:The social TV ecosystem in Vietnam is undergoing adjustments to adapt to the specific context and conditions of Vietnam.

4. Theoretical basis and research methods

1. Theoretical basisMarxism-Leninism, Ho Chi Minh Thought, and the Party and State's orientation on journalism are the ideological cornerstones. The dissertation is also based on the theoretical foundations of journalism and communication and interdisciplinary science.
2. Research methodsThis dissertation employs a combination of research methods, including: document research; content analysis; case study; in-depth interviews; and focus group interviews.
3. Novel contributions of the thesis

- Supplement and develop the theoretical basis for the social TV ecosystem model.

- To establish a picture of the current state of the social TV ecosystem model, and to identify specific problems in Vietnam.

- Researching the dialectical relationship between the factors influencing and governing the development of the social TV ecosystem model.

- Establishing a social TV ecosystem model, adapted to the Vietnamese context in the trend of multimedia convergence and globalization.

5. Theoretical and practical significance

- Developing a theoretical framework for the social TV ecosystem model - a field that has never been systematically studied in Vietnam.

- To open up and add new directions, suggesting development paths suitable to current trends for the television industry in Vietnam.

- This dissertation serves as a reference document for anyone interested in learning more about this field.

6. Structure of the thesis

Besides the Introduction, Conclusion, Appendix, References, and Overview of the Research Situation, the thesis is structured into four main chapters:

Chapter 1: Theoretical Foundations of Social TV

Chapter 2: The Practical Foundations of Social TV

Chapter 3: Initial Application Survey of the Social TV Ecosystem Model in Vietnam

Chapter 4: Assessing the applicability and solutions for the development of the social TV ecosystem in Vietnam

OVERVIEW OF THE RESEARCH SITUATION

1. Overview of the research situation

To provide an overview of the history of research on television and the social TV ecosystem, the author categorizes the research perspectives as follows:

• Application-based approachtechnologyandInternet-based multimedia convergenceof television
• Approaching from a production perspective, developing cross-platform content, including ''Cross-platform content', or '360-degree program'
• Approach from a certain perspectivecross-platform management
• Approach from a certain perspectivea public with fragmented and mobile characteristics

2. Issues raised and further addressed in the dissertation.

Studies worldwide and in Vietnam have addressed several issues related to the television industry and social TV. Recognizing the remaining research gaps, this thesis focuses on resolving fundamental issues of the social TV ecosystem from the following perspectives:

1. The operating model of the social TV ecosystem.
2. Product characteristics of content.
3. The process of distributing television content across multiple platforms.
4. Methods for building a user community.

These perspectives are necessary to clarify the operating model, characteristics, and basic functions of the social TV ecosystem model. Next, drawing from practical experience, the author will systematize the theory of television in the Internet age in general and the social TV ecosystem in particular. The final results of this research will provide a valuable reference for managers and media organizations in formulating appropriate policies, strategies, solutions, and new directions for the television industry in Vietnam in the Internet age.

Summary of the research situation

The overview of the research situation presents four main approaches—at the global and Vietnamese levels.

Based on the above research overview, this thesis aims to address research gaps and unresolved issues from the following perspectives:

• What is social TV, its operating model, characteristics, and functions?
• An overview of the television and social TV industry in the Internet age, both globally and in Vietnam.
• This television ecosystem encompasses content products, production methods, distribution, and user community building.
• The potential for applying the social TV ecosystem model and adapting it to the conditions and context of Vietnam.
•  

CHAPTER 1. THEORETICAL FOUNDATIONS OF SOCIAL TV

1. Research approach theories

1.1. Theories of Journalism and Media

1.1.1. The Theory of "Convergence Communication"

In the trend of convergence, "old media are not replaced" but "are forced to coexist with emerging media" (Henry Jenkins, 2006, p. 14). In this trend, the public can easily find information across various media platforms.

- The expression "The medium is the message"

The expression "the medium is the message"The medium is the messageThis is approached from the perspective of understanding the influence of information and communication technology on cross-platform content production methods and distribution processes through channel ecosystems to the public community.

- The theory of "Network Society"

Technology and communication have made significant strides, with the Internet serving as the central platform for communication models in the trend of multimedia convergence. However, appropriate adaptations are still needed to suit the specific contexts of different countries and Vietnam.

- The group of theories on communication models

Approaching the theory of media models, the author establishes an operational model of the social TV ecosystem and clarifies the functions and characteristics of this model.

1.1.2. The Theory of Interdisciplinary Science

Applying the PEST model, the author analyzes and evaluates the factors directly impacting the operation of the television industry in Vietnam, and then proposes appropriate suggestions and solutions.

By applying SWOT analysis from a management perspective, the author hopes to find solutions and strengthen the development strategy for Vietnamese television.

1.1.3. Marxism-Leninism, Ho Chi Minh Thought, and the Party and State's Viewpoint on Journalism

This serves as the central guiding principle for the author's analyses, assessments, and recommendations in this study.

1.2. Basic Concepts

It is necessary to clarify related concepts to ensure an accurate understanding of the constituent elements of the concept of social TV.

1.2.1. Social TV

"Social Television"social TV) is a concept with many different approaches. According to the author,Social TV is a non-traditional television ecosystem model based on the Internet, distributing content alongside television programs on supplementary channels, creating an environment that surrounds users.

1.2.2. Related Concepts,Includes: i. Television; Traditional/non-traditional television;ii. Ecosystem;iii. Supplementary channels; iv. Television programs, accompanying content; v. Environment

1.3. Operating model, characteristics, and functions of social TV

1.3.1. Operating Model

The operating model of a social TV ecosystem is composed of component ecosystems (including the content ecosystem, the channel ecosystem, and the user interaction community). These components are closely interrelated and mutually supportive.

1.3.2. Characteristics

The characteristics of this television ecosystem are as follows:

- Social TV is a non-traditional television ecosystem, established based onmethods and approaches to organizational managementprogram contents.

- The social TV ecosystem develops a cross-content system, 360-degree programming with accompanying content for distribution across multiple platforms. This accompanying content is intentionally produced to create aecosystem for television programsOfficially broadcast on air.

- The social TV ecosystem creates aa user-encircling environment, creating a space for users to connect in the Internet environment..Audience interaction within the social TV ecosystem is multidimensional and non-linear.between producers and the public, and between the public themselves..

1.3.3. Functions

The social TV ecosystem has four functions: i- Providing supplementary information;iiButUser guidance function; iii- Administration support function; iv- Multi-dimensional interactive space setup function.

Summary of Chapter 1

 

 

From the above summaries and statistics, several conclusions can be drawn:

• Social TV is a non-traditional television ecosystem model based on the Internet that is suitable and can be widely implemented worldwide and in Vietnam.
• The programs selected for the survey in Vietnam were initially implemented according to the model of the social TV ecosystem.
• The social TV ecosystem is highly adaptable, depending on the nature of the content, the broadcast schedule, and many other factors. However, in all cases, ensuring broadcast safety remains a prerequisite for most television programs, both in Vietnam and worldwide.
• Maintaining continuity in interactive, multi-dimensional spaces that engage the audience depends on the leadership and guidance of the production management team. Cross-platform content and 360-degree programs addressing issues related to various aspects of the main program, running in parallel with the main program, are an integral part of the program's content ecosystem—key to maintaining the loyalty and continuous engagement of these communities.
• In social TV ecosystems worldwide, the social media management team is an integral and crucial part of the production system. In Vietnam, the social media management team is in a supporting/auxiliary role (simultaneously supporting multiple programs), and is not yet a truly essential, organic component of the production system.
• There are many ways to increase audience engagement for a program. The larger the audience interaction, the wider the reach and spread of the program. Stimulating audience needs (through material and spiritual means) helps to encourage audience interaction, active participation, maintain audience loyalty, and create more appeal for the program. It is important to consider the timing of audience interaction (before/during/after broadcast) to leverage the creative intelligence of society and create more opportunities to attract a larger audience.
• In multi-dimensional interactive spaces and on set, Key Opinion Leaders (KOLs) are the "leaders" of the community, increasing the reach and impact of the program's interactive space. The influence of KOLs on the user community varies, depending on individual factors (fame, number of followers, proactive approach to connecting and interacting with the audience, access to and use of technology, etc.). The role of KOLs is crucial for both the domestic and international social TV ecosystem.

Summary of Chapter 3

In Chapter 3, the author establishes the context of television development in Vietnam, summarizing the key points in the history of Vietnam Television - the largest mass media organization in the television sector in Vietnam, holding an important role and function entrusted by the Party and the State.

Next section,The social TV ecosystem in Vietnam is specifically described by the author through a case study of several program modules (according to specific criteria) of production units under Vietnam Television, ensuring a portrayal of the distinct characteristics in the way the social TV ecosystem model is established, which is rich and diverse with many television program modules in Vietnam.

The research findings in Chapter 3 serve as a foundation for the content that will be explored in Chapter 4.

CHAPTER 4. ASSESSMENT OF APPLICABILITY AND SOLUTIONS FOR THE DEVELOPMENT OF SOCIAL TV ECOSYSTEMS IN VIETNAM

4.1. Forecasting development trends and assessing the applicability of the social TV ecosystem in Vietnam.

4.1.1. Forecasting the development trends of the social TV ecosystem

Here are some observations on the development trends of the social TV ecosystem:

- This is an inevitable trend in the development of television as it moves to the Internet.

- It is an ecosystem that harnesses the combined strength of many smaller ecosystems.

- It is an ecosystem that inherits the achievements of humankind.

- It is an ecosystem that provides additional tools for effective communication control for producers, marketing managers, and advertisers.

In Vietnam, the development of television program content based on this model is in its early stages. Criteria for evaluating the applicability of this ecosystem need to be established to provide specific indicators for producers, guiding their future development strategies.

4.1.2. Criteria for evaluating the applicability of social TV ecosystems in Vietnam

Based on the SWOT analysis model, the author approaches the external and internal factors that influence the operations not only of Vietnamese television:

The development context of Vietnamese television.

Internal factors influencing the adoption of social TV in Vietnam.

The strengths and weaknesses of the internal actors form the basis for evaluating the applicability of the social TV ecosystem in Vietnam.

4.2. Strengths and Weaknesses

4.2.1.Strengths

- Perspectives - Orientation - Law Enforcement: Close guidance, attention, and support from the Party and the State; a legal framework for journalistic activities in line with the principle of closely adhering to reality.

- Infrastructure and technology, advantages of television products: inheriting what already exists and continuously being upgraded.

- Resources: Abundant and skilled, a proactive and innovative spirit, and a willingness to embrace change.

- Financial capacity: Self-reliance - an opportunity for creativity

- Scientific research, technology management, application and development: Aiming towards a sustainable future.

4.2.2.Weakness

Alongside its strengths, there are also certain weaknesses:

ButPerspective - Orientation - Law Enforcement:The legal framework governing television broadcasting has not kept pace with the rate of development.

ButTradition and brand: Copyright infringement on the internet and unfair competition from non-journalistic media channels.

- Infrastructure and technology: Completely dependent on internet infrastructure and platforms; a dispersed channel ecosystem, with a fragmented user base.

- Human resources: A cumbersome bureaucracy and a reliance on empiricism.

- Scientific research, technology management, application and development: Dependent on access to technology and demographic characteristics of users; Digital advertising has many advantages over traditional advertising.

4.3. Solutions and recommendations for the development of the social TV ecosystem model in Vietnam

The social TV ecosystem model must be flexibly adapted to suit the Vietnamese context. Several issues need to be considered:

• Thoroughly understand the guiding principles of the Party and the State regarding the role, functions, and tasks of the press.
• The transition from theory to practice requires adjustments to real-world conditions.
• Strategic planning should be implemented in parallel with risk management; find ways to test different approaches before implementing comprehensive changes.

Here are some specific solutions and recommendations:

4.3.1. Solutions

The solutions proposed in this thesis aim to increase the effectiveness of applying the social TV ecosystem model in Vietnam, based on a thorough understanding of the model, characteristics, and functions of this ecosystem from the perspective of media and journalism research. However, from this approach, the thesis cannot yet provide more in-depth analyses—considering the perspectives of other interdisciplinary fields.

The author proposes two groups of solutions: 1- Short-term solutions; 2- Long-term solutions.

4.3.1.a. Short-term solutions

- Make the most of the measurement tools available on the market.

- Implement pilot programs based on the social TV ecosystem model.

4.3.1.b. Long-term solutions

- Strengthening the legal framework and establishing a code of conduct for user activities in the internet environment.

- Some issues regarding changes in management mindset

- Establish appropriate technical and technological infrastructure to ensure proactive operation and proactive management and measurement tools.

- Facilitating research and development activities in television.

- Emphasize training and retraining programs.

4.3.2. RecommendationsSome suggestions for Vietnam Television:

i. Continue to affirm the national brand and reputation.

ii. Promote research and development, find ways to increase interaction with the audience, and create a strong connection between television and its viewers.

iii. Develop a set of criteria for program quality accreditation.

iv. Planning risk management strategies and crisis response plans

v. Develop KPIs to evaluate work performance and encourage creative contributions from the team.

Summary of Chapter 4

In Chapter 4, the author presents predictions on development trends and assesses the applicability of the social TV ecosystem in Vietnam. Identifying internal strengths and weaknesses aims towards sustainable future development. Solutions are proposed to improve the effectiveness of applying the social TV ecosystem model in practice, suitable for the Vietnamese context.

CONCLUDE

The global television industry has entered a new era—the era of the Internet and the convergence of multimedia. New production models continue to emerge, integrating multimedia to meet the demand for media content and the changing behavior of users.

The social TV ecosystem – with its unique characteristics and functions (aimed at establishing a television ecosystem encompassing various component ecosystems, including: a content ecosystem with cross-platform content; 360-degree programming exploring multiple aspects of original program content; a channel ecosystem – distributing television products across multiple platforms and formats, adapting to diverse set-top boxes; creating an environment that surrounds users) – is the development trend of the television industry in general in the Internet age.

In light of Marxism-Leninism and Ho Chi Minh Thought, based on the theoretical foundations of journalism, media, and interdisciplinary science, and employing appropriate research methods, the author systematizes and analyzes the practical aspects of the social TV ecosystem by selecting case studies based on specific criteria of several social TV ecosystems on the Internet in Vietnam, and comparing them with social TV ecosystems worldwide. Secondary information (statistical data, reports) from reliable organizations and units both domestically and internationally serves as a database to support some of the issues in the thesis.

This thesis selects the social TV ecosystem—a non-traditional television ecosystem based on the Internet (which includes component ecosystems such as the content ecosystem, the channel ecosystem, and the multi-dimensional interactive space)—as its research subject. The research results have verified the research hypotheses. Specifically:

Hypothesis 1:=> Verified. The development of television programs based on the social TV ecosystem model in Vietnam has been implemented in recent years. Based on criteria evaluating the applicability of this ecosystem model, it has shown suitability and initial effectiveness. The method of content production and the process of distributing this content on the Internet, following the trend of multimedia convergence, will operate according to the social TV ecosystem model. Specifically, the method of producing content alongside cross-platform content and 360-degree programs will create a content ecosystem, exploiting different aspects of broadcast programs on television channels. The process of distributing content on supplementary channels creates a channel ecosystem, increasing the program's reach to the audience.

Hypothesis 2:=> This has been verified. Through surveyed and analyzed case studies, it can be seen that the application of the social TV model in producing cross-platform content and 360-degree programs with flexible scripts has met the "dynamic" nature of the Internet environment. Cross-platform content and 360-degree programs closely follow the original program, creating a content ecosystem surrounding the original program to attract users.

Hypothesis 3:=> This has been proven. Managing television programs using a social TV ecosystem model involves directing the distribution of cross-platform, 360-degree content across multiple platforms with various supporting channels, aiming to optimize the program's reach to its target audience. Besides creating more opportunities to reach the target audience, multi-platform content distribution is essential and inevitable in the trend of multimedia convergence, demonstrating the flexible adaptability of television program content to the increasingly diverse and rapidly developing range of end devices.

Hypothesis 4:=> This has been verified. In fact, it has been proven that, in recent times, Vietnamese television has experimented with implementing a social TV ecosystem for several program genres in various ways and has initially achieved some positive results.

Thus, the author has fulfilled the objectives set forth in the thesis. With the proposals and solutions presented in the thesis, the author hopes that subsequent research will explore and clarify in detail each specific aspect of the social TV ecosystem based on these groundbreaking research results.

 

Appendix 1: LIST AND CONTENT OF IN-DEPTH INTERVIEW QUOTES

In-depth interview content

TOPIC 1: About Social TV

TOPIC 2: Opportunities - Advantages, Difficulties - Challenges for Mass Media and Television; Development Trends

TOPIC 3: Multimedia Journalism and the Versatile Journalist

TOPIC 5: Content Ecosystem & Channel Ecosystem

TOPIC 6: Wave Safety Management/Control

TOPIC 7: The Public; Performance Measurement and User Data; Perspectives on the Use of Social Media versus Mass Media

TOPIC 8: Sharing and passing on skills; Human resource training; Suggested solutions

TOPIC 9: State Management; Program Standards

OTHER TOPICS: The non-television content market; Perspectives on PR and Advertising; Implementation practices

 

Appendix 2: SURVEY FORM AT THE CONFERENCE “SOCIAL NETWORKS AND TELEVISION” (38th National Television Festival)

Appendix 3: SOME FOREIGN TELEVISION MARKETS

In the new context of the global television market, as the author has presented, depending on the region/country/territory, language area, culture, and other conditions, the overall picture of world television is changing very differently. The author has selected several specific markets based on specific criteria to clarify this.

A review of television markets across continents reveals that the transformation of television in the Internet age is uneven and varies significantly from country to country. These differences depend heavily on the specific context of each nation and region. Therefore, when considering, evaluating, and planning the next steps for television development, it is essential to ask the question, "Where are we now?"