Summary of PhD thesis: Le Vu Diep

INTRODUCTION

1. Urgency of the topic

The achievements and rapid changes of information and communication technology in the past few decades have been influencing and dominating all areas of social life. When considering the development context of global communication, many studies in the world have recognized the impact of information and communication technology as a decisive factor. In the field of journalism, the promotion of information and communication technology has comprehensively changed the development trend of all types, especially television.

Previous research has, in essence, identified four major development trends:

• Application of technology and multimedia convergence on the Internet of television
• Developing cross-platform content with new production methods
• Multiplatform management
• Reaching the public with a new fragmented and mobile character

These trends have led to the emergence of a new, non-traditional television ecosystem - social TV.

Social TV, as a multimedia convergence model, is the latest production method of the television industry on a global scale. This model breaks the limitations of linear broadcasting technology, aiming to reach audiences on multiple platforms, distribute content on multiple channels, disperse content across multiple screens, and meet the needs of fragmented audiences with cross content and 360 degree programming.

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

As a developing country, the Vietnamese press in general and the television industry in particular have been making efforts to keep up with progress and increase professionalism. As a national mass media channel, it is important to grasp trends, identify the current situation, find appropriate solutions, and adapt quickly to ensure a sustainable future.

2. Research purpose and tasks

2.1. Purposestudy

Systematizing the theoretical basis of the social television ecosystem, evaluating the current status of the implementation of this ecosystem in the world and initial application in Vietnam. From there, the author analyzes the application potential and proposes solutions for the development of social television in Vietnam.

2.2. Tasks 

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

Two is, build a theoretical framework for the research topic and clarify theoretical issues about the social TV ecosystem model.

Third,Establish a television ecosystem model on the Internet platform with specific features and functions.

Four is,Analyze and evaluate the current situation of social TV in Vietnam through some specific cases.

Five is,Summarize the issues that need to be solved and propose feasible solutions to improve the efficiency of the television industry in Vietnam.

3. Research object and scope

3.1. Subject:Social TV ecosystem- A model of production and distribution of television content on the Internet platform in the digital age is the research subject of the thesis.

3.2. Scope of research: Case study of some social TV ecosystems in Vietnam (VTV2, VTV6, VFC...) and the world.

The survey period is from 2010 to the end of 2019.

3.Research hypothesis[A1] 

Hypothesis 1:The production method and distribution process of television content on the Internet platform following the trend of multimedia convergence will operate according to the social TV ecosystem model.

Hypothesis 2:Cross-content, 360-degree programs in the social TV ecosystem form a content ecosystem surrounding the main broadcast program to attract users.

Hypothesis 3:Multi-platform complementary channels create a channel ecosystem, optimizing opportunities to reach and maintain target audiences.

Hypothesis 4:The social TV ecosystem in Vietnam has been adjusted to adapt to the specific context and conditions of Vietnam.

4. Theoretical basis and research methods

1. Theoretical basis: Marxism-Leninism, President Ho Chi Minh's thought, the Party and State's orientation on journalism are the ideological hinges. The thesis is also based on the theoretical foundation of journalism and communication and interdisciplinary science.
2. Research methods: The thesis uses a combination of research methods including: document research; content analysis; case study; in-depth interviews and group interviews.
3. New contributions of the thesis

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

- Establish a picture of the current state of the social TV ecosystem model, drawing conclusions about specific issues in Vietnam.

- Research on the dialectical relationship between the elements that influence and govern the development of the social TV ecosystem model

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

5. Theoretical and practical significance

- Building a theoretical system on the social TV ecosystem model - a field that has never been systematically researched in Vietnam.

- Open up, supplement new directions, suggest development directions suitable to trends for the television industry in Vietnam.

- The thesis is a reference document for those interested in learning about this field.

6. Structure of the thesis

In addition to the Introduction, Conclusion, Appendix, References and Research Overview, the thesis has 4 main chapters including:

Chapter 1: Theoretical basis of social TV

Chapter 2: The practical basis of social TV

Chapter 3: Initial survey of application of social TV ecosystem model in Vietnam

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

OVERVIEW OF RESEARCH SITUATION

1. Overview of research situation

To outline the history of research on television and the social TV ecosystem, the author classifies research perspectives as follows:

• Application Approachtechnologyandmultimedia convergence on internet platformof television
• Approach from a production perspective, develop multi-platform content, including ''cross-content', or '360-degree programming'
• Approach from the anglecross-platform management
• Approach from the anglepublic with fragmented and mobile characteristics

2. Issues raised and the Thesis continues to address

Research works in the world and Vietnam have solved a number of problems related to the television industry and social TV. Considering that there are still many gaps in research, the thesis focuses on solving the basic problems of the social TV ecosystem from the following perspectives:

1. How the social TV ecosystem works.
2. Product content features.
3. The process of distributing television content across multiple platforms.
4. Method of building user community.

These approaches are necessary to clarify the operating model, characteristics, and basic functions of the social TV ecosystem model. Next, drawing from practical foundations, 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 the study provide a reference document for managers and media agencies to plan appropriate policies, strategies, solutions, and new directions for the television industry in Vietnam in the Internet age.

Summary of research situation overview

The Overview of Research Situation section approaches four main directions - globally and in Vietnam.

From the above research overview, the thesis addresses research gaps and unclarified issues from the following perspectives:

• What is social TV, operating model, characteristics, functions of this television ecosystem model.
• Overview of the television industry and social TV in the Internet age in the world and Vietnam.
• The content products, production methods, distribution and user community building of this television ecosystem.
• The ability to apply the social TV ecosystem model and adjust it to suit the conditions and context of Vietnam.
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CHAPTER 1. THEORETICAL BASIS OF SOCIAL TV

1. Research approach theories

1.1. Theory of journalism and media

1.1.1. Theory of “Convergence Communication”

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

- The expression “The medium is the message”

The expression “the medium is the message” (The medium is the message) is approached from the perspective of the impact of information and communication technology on cross-content production methods and distribution processes through channel ecosystems to the public community.

- Theory of "Network Society"

Technology and communication have made great strides, the Internet is the central platform for communication models in the trend of multimedia convergence, however, there is still a need for appropriate adaptation to each specific context of other countries and Vietnam.

- Theoretical group on communication model

Approaching the theory of communication models, the author establishes the operating model of the social TV ecosystem and clarifies the functions and characteristics of this model.

1.1.2. Theory of interdisciplinary science

Applying the PEST model, the author analyzes and evaluates factors that directly affect the operations of the television industry in Vietnam, thereby proposing appropriate suggestions and solutions.

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 viewpoints on the press

Is the ideological hinge throughout the author's analysis, evaluation and recommendations in this study.

1.2. Basic concepts

It is necessary to clarify related concepts to ensure a correct understanding of the elements that make up the concept of social TV.

1.2.1. Social TV

“Social TV” (Social TV) is a concept that can be approached from many angles. According to the author,Social TV is a non-traditional television ecosystem model on the Internet platform, distributing content accompanying television programs on complementary channels, creating an environment that surrounds users.

1.2.2. Related concepts,including: i. Television; Traditional/non-traditional television;ii. Ecosystem;iii. Supplementary Channels, iv. TV Shows, Companion Content; v. Environment

1.3. Operation model, characteristics and functions of social TV

1.3.1. Operating model

The operating model of the social TV ecosystem is made up of component ecosystems (including content ecosystem, channel ecosystem, user interaction community). The components in this ecosystem have a close relationship and complement each other.

1.3.2. Characteristics

The features of this television ecosystem are as follows:

- The social TV ecosystem is a non-traditional television ecosystem, established based onmethods and ways of organizing managementprogram content

- The social TV ecosystem develops a cross-content system, 360-degree programming with companion content for multi-platform distribution. These companion contents are purposefully produced, aiming to create aecosystem for tv showsOfficial broadcast on air.

- The social TV ecosystem creates auser-enclosed environment, creating a space for users to connect in the Internet environment.The multi-dimensional interaction of the audience in the social TV ecosystem is multi-dimensional and non-linear.between producer and public, between public and public.

1.3.3. Function

The social TV ecosystem has 4 functions: i- Function of providing supplementary information;ii-User guidance function; iii- Management support function; iv- Multi-dimensional interactive space setting function.

Chapter 1 Summary

 

 

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

• Social TV ecosystem is a non-traditional television ecosystem model on a suitable Internet platform that can be widely deployed in the world and in Vietnam.
• The programs selected for survey in Vietnam were initially implemented according to the model of the social TV ecosystem.
• The social TV ecosystem is flexible, depending on the nature of the content, the broadcast schedule and many other factors. However, in all cases, controlling the safety of the waves is still a prerequisite for most TV programs, both in Vietnam and around the world.
• Maintaining continuity for activities in the multi-dimensional interactive space surrounding the audience depends on the leadership and guidance of the production management team. Cross-content, 360-degree programs that address issues related to different aspects of the main program, accompanying the main program, are an integral part of the program's content ecosystem - the key to maintaining loyalty and continuous activity of these communities.
• For social TV ecosystems around the world, the social media management team is an organic part and plays an important role in the production system. In Vietnam, the social media management team is in a supporting/supporting position (supporting many programs at the same time), not really in the position of an important organic part of the production system.
• There are many ways to increase interaction for the program. The larger the audience interaction, the wider the coverage and spread of the program. Stimulating the audience's needs (in material and spiritual ways) helps to promote audience interaction, more active activities, maintain audience loyalty and create more attraction for the program... It is necessary to pay attention to the time factor to promote audience interactions (before/during/after broadcasting) to take advantage of the creative intelligence of society, and have more opportunities to attract a larger audience.
• In the multidimensional interactive space and at the studio, KOLs (Key Opinion Leaders) are the factors that “lead” the community, increasing the spread of the program’s interactive space. The influence of KOLs on the user community is not the same, depending on personal factors (fame, difference in the number of fans, proactive spirit of connecting and interacting with the audience, ability to access and use technology devices, etc.). The role of KOLs is important for both the domestic and international social TV ecosystem.

Chapter 3 Summary

In Chapter 3, the author established the development context of the television industry in Vietnam, summarizing the main points in the development history of Vietnam Television - the largest mass media agency in the television field in Vietnam, holding important roles and functions assigned by the Party and State.

Next part,The social TV ecosystem in Vietnam is described specifically by the author through case studies of a number of program hats (according to specific criteria) of production units under Vietnam Television, ensuring to depict the distinctive characteristics in the way of establishing a rich and diverse social TV ecosystem model with many television program hats in Vietnam.

The research results in Chapter 3 are the premise leading to the content to be deployed in Chapter 4.

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

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

4.1.1. Forecasting the development trend of the social TV ecosystem

Some comments on the development trends of the social TV ecosystem:

- It is the inevitable development trend of television when moving to the Internet.

- Is an ecosystem that mobilizes the combined strength of many small ecosystems.

- Is an ecosystem that inherits the achievements of humanity.

- Is an ecosystem that adds effective communication control tools for producers, marketing and advertising managers.

In Vietnam, the development of television program content according to this model is in its early stages. It is necessary to develop criteria to evaluate the applicability of this ecosystem to provide specific indicators for producers, in order to orient future development strategies.

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

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

Development context of Vietnam Television

Internal factors influencing the application of social TV in Vietnam

The strengths and weaknesses of internal factors are the basis for assessing the potential application of the social TV ecosystem in Vietnam.

4.2. Strengths and weaknesses

4.2.1.Strengths

- Viewpoint - Orientation - Law enforcement: Close guidance, attention and support from the Party and State; Legal corridor for press activities following the policy of closely following reality

- Facilities - Techniques, Advantages of television products: inheriting what is already there, continuing to be upgraded

- Resources: Abundant and skilled, Dare to think and do, promote creativity, ready to accept change

- Financial capacity: Autonomy - opportunity for creativity

- Scientific research, technology management, application and development: For the goal of a sustainable development future

4.2.2.Weaknesses

Along with the strengths, there are also certain weaknesses:

-Viewpoint - Orientation - Law enforcement:The system of legal documents on the television field has not kept up with the pace of development.

-Tradition and brand: Copyright infringement on the Internet and unfair competition between non-journalistic media channels

- Technical facilities: Completely dependent on infrastructure and Internet platform; Distributed channel ecosystem, fragmented user base

- Human resources: Bulky apparatus and empiricism

- Scientific research, technology management, application and development: Depends on technology access opportunities and user demographic characteristics; Digital advertising has more advantages than traditional advertising

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

The social TV ecosystem model must be flexibly adjusted to suit the Vietnamese context. Some issues need to be focused on:

• Thoroughly grasp the Party and State's guiding viewpoints on the role, functions and tasks of the press.
• From theory to practice requires adjustment to actual conditions.
• Plan strategy in parallel with risk management; Find ways to test partial solutions before implementing comprehensive changes.

Some specific solutions and recommendations:

4.3.1. Solution

The solutions proposed in this thesis are aimed at increasing the effectiveness of applying the social TV ecosystem model in Vietnam based on a clear understanding of the model, characteristics, and functions of this ecosystem from the perspective of a media research. However, from this perspective, the thesis cannot have more in-depth analysis - from the perspective of other interdisciplinary approaches.

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

4.3.1.a. Short-term solution

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

- Pilot implementation of programs based on the social TV ecosystem model

4.3.1.b. Long-term solution

- Strengthen the legal corridor, establish a set of principles of conduct for user activities on the Internet environment

- Some issues on changing management awareness

- Establish appropriate technical infrastructure and technology to proactively operate and proactively measure management tools.

- Facilitate research and development activities of television

- Focus on training and retraining

4.3.2. RecommendationsSome recommendations for Vietnam Television:

i. Continue to affirm national brand and reputation

ii. Promote research and development, find ways to increase interaction with audiences, create a close connection between television and audiences

iii. Develop a set of program quality control criteria

iv. Planning risk management strategy and crisis handling plan

v. Build KPIs to evaluate work performance to encourage creative contributions from staff.

Chapter 4 Summary

In Chapter 4, the author has made predictions about the development trends and evaluated the applicability of the social TV ecosystem in Vietnam. Identifying strengths and weaknesses from within to move towards a sustainable development future. Solutions to improve the effectiveness of applying the social TV ecosystem model into practice, suitable for the context of Vietnam.

CONCLUDE

The world television industry has entered a new era - the era of the Internet and the trend of multimedia convergence. New production models continue to emerge, integrating multimedia, meeting the needs of consuming media content and changes in user behavior.

Social TV ecosystem - with specific characteristics and functions (aiming to establish a television ecosystem including component ecosystems, including: content ecosystem with cross-content; 360-degree programs exploiting multi-dimensional aspects of original program content; channel ecosystem - distributing television products on multiple platforms with many formats, adapting to a variety of input devices; creating an environment that surrounds users), is the development trend of the television industry in general in the Internet age.

In the light of Marxism-Leninism and Ho Chi Minh's thought, based on the theoretical foundation of journalism and interdisciplinary science, using appropriate research methods, the author systematizes and analyzes the practice of the social television ecosystem (social TV) through selecting cases according to specific criteria of a number of social television ecosystems (social TV) on the Internet in Vietnam, comparing with social television ecosystems (social TV) in the world. Secondary information (statistics, reports) of reliable organizations and units at home and abroad is the database, supplementing a number of issues in the thesis.

The thesis chooses the social TV ecosystem as the research object - a non-traditional television ecosystem on the Internet platform (including component ecosystems such as content ecosystem, channel ecosystem, multi-dimensional interactive space). The research results have verified the research hypotheses. Specifically:

Hypothesis 1:=> Verified. The development of television programs according to the social TV ecosystem model in Vietnam has been implemented in recent years, based on the criteria for evaluating the applicability of this ecosystem model, which has shown its suitability and initial effectiveness. The method of producing content 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 along with cross-content, 360-degree programs will create a content ecosystem, exploiting different aspects of the program broadcast on the TV channel. The process of distributing content on complementary channels creates a channel ecosystem, increasing the program's ability to reach the audience.

Assumption 2:=> Verified. Through the case studies that have been surveyed and analyzed, it can be seen that the application of the social TV model in the production of cross-content, 360-degree programs with flexible scripts has met the "dynamism" of the Internet environment. Cross-content, 360-degree programs closely follow the original program, creating a content ecosystem surrounding the original program, in order to attract users.

Assumption 3:=> Proven. Managing TV programs according to the social TV ecosystem model is the direction of distributing cross-content, 360-degree programs on multiple platforms with many supporting channels, to optimize the opportunity to reach the program's target audience. In addition to creating more opportunities to reach the target audience, distributing content on multiple platforms is necessary and inevitable in the trend of multimedia convergence, demonstrating the flexible customization of TV program content, adapting to many terminal devices that are developing more and more strongly and diversely.

Assumption 4:=> Verified. Reality has proven that, in recent times, Vietnamese television has experimented with implementing the social TV ecosystem for a number of program genres in many different ways and has initially achieved certain results.

Thus, the author has completed the purpose of the thesis. With the proposals and solutions presented in the thesis, the author hopes that the following research works will exploit and clarify in detail each specific aspect of the social television ecosystem (social TV) on the basis of these groundbreaking research results.

 

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

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 Multi-talented Journalists

TOPIC 5: Content Ecosystem & Channel Ecosystem

TOPIC 6: Wave Safety Management/Control

TOPIC 7: Public; Performance Measurement and User Data; Social Media Perspectives with Mass Media

TOPIC 8: Sharing, passing on skills; Training human resources; Suggesting solutions

TOPIC 9: State management; Program standards

OTHER TOPICS: Non-TV 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 TV 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 panorama of world television is changing very differently. The author selects some specific markets according to specific criteria to clarify this.

A review of some television markets in the continents has shown that the changes of television in the Internet era are uneven and different in each country. These differences depend largely on the specific context of each country and region. Therefore, when considering, evaluating, and orienting the next steps to develop television, it is necessary to ask the question "Where are we?"