Business Story Content

Content business. The story unfolds and is difficult to conclude within the three hours of Talk Sinh viên #8.

The two guest speakers, Ms. Ngo Thi Cam Tu, Business Director of MegaMedia, and Mr. Le Quoc Vinh, Chairman of Le Bros, along with audience members from many major newspapers in Hanoi, engaged in a very open discussion surrounding this novel topic.

This is indeed"This is not a topic for students."This is the story of media investors, or at least the topic of discussion among sales staff. This explains the large audience from news agencies and media companies.

The content business story was presented by Mr. Nguyen Cuong, the program's host, who outlined a comprehensive picture of the content business landscape, highlighting how crucial elements of the business have changed. Ms. Ngo Thi Cam Tu, a successful businesswoman selling content to approximately 30 radio stations in Vietnam, including VOH, stated that to succeed in the content business, one must transform the content into a marketable product. A product is only truly complete when someone wants to buy it.

According to Ms. Tú, content business is essentially the business of effective communication. There are many ways to do content business:"You could sell content to investors and sponsors; produce content for broadcasters; or, most traditionally, find ways to increase your viewership...".

Illustrating her point, Ms. Cam Tu stated that MegaMedia had previously signed contracts."tailor-made"For each company and each product, for example, with BP motor oil, her company creates content and sells it only to that brand; but when these customers cease operations, the company's content can no longer be used to sell to other entities.

Ms. Cam Tu and her colleagues realized:We need to create content that has lasting appeal.From there, they aimed to create content that could be sold in many places, and especially to build awareness ofCommunity ownership"

“Content producers only truly achieve ‘community ownership’ when they create content and a program framework that directly benefits the community. To the audience, content is like a stable person, easily gaining the complete trust of the public. At that point, the audience will support the program unconditionally, regardless of who the sponsor is. Even those who love the program are willing to commit to purchasing goods to support it if the sponsor ‘helps’ maintain their favorite show.”

Regarding the information that Tuoi Tre newspaper is preparing to cooperate with VNPT in selling news to the network's customers, the guests all affirmed that cooperation between entities in news distribution is normal. However, how the sales will be conducted and how the money will be collected still needs to be observed.

The discussion about building communities for content business was intensified when it was suggested that current media should focus on providing specialized content for smaller, shared target groups. Both guests agreed with the host when he stated that, alongside the trend of mass appeal, current media also exhibits other trends, namely content specialization, audience specialization, localization, and personalized approaches…

Ms. Cam Tu stated that MegaMedia currently has many programs that cater specifically to a particular target audience, for example, truck drivers. The company currently has four programs dedicated to this group on FM radio stations in VOH, Vinh Long, and Da Nang, including:Safe homeandSafe journey,Friends on the road,Steady hands on the wheel, complete joy..

Meanwhile, Mr. Le Quoc Vinh also shared that Le Bros is currently strongly applying its products to the online environment to serve the group of consumers with luxury needs.

To succeed in the content business, Mr. Le Quoc Vinh revealed: Business content must be closely related to the core content of the newspaper and must always be clearly defined.Providing information is the most important thing., and that information must be beneficial to the reader; Content Businessmust own media outlets; Jobbuilding and narrowing down the customer base.This will give us the opportunity to upgrade our content and provide better customer service; and finally, remember, if a media outlet only focuses on getting views with cheap content and chasing after superficial values,You need to focus on making the content of your media channel unique and distinctive..

The atmosphere of the exchange became even more lively when journalists and reporters from various agencies joined in the discussion. Cat Thanh Long, a reporter from Thanh Nien newspaper, posed a question on behalf of many students:"What do young people need to do to build their own media channel?".

Guest speaker Le Quoc Vinh suggested that newcomers to media should maintain certain values.Unique – Consistent – ​​Persistent – ​​Connected(with other business systems)".

Having struggled herself right after graduating, Ms. Cam Tu empathizes:"You must have your own interests, and you must pursue your interests and passions. Creativity isn't something that falls from the sky and suddenly explodes; creativity is simply a different perspective, a different approach and way of exploiting something. Content is everywhere; it's just a matter of how you organize it so that people want to buy it..."

Content business trends

Also in the audience, Nhat Minh, a reporter from the Business section of VnExpress newspaper, shared his opinion:"The trend of buying banners on news websites is outdated. Mobile internet traffic has increased dramatically in recent years, reaching levels comparable to computer traffic. Journalists should think about these signs..."

Agreeing with this viewpoint, Mr. Le Quoc Vinh believes that the future of the content business must take mobile as its cornerstone, pulling other channels along. Mr. Vinh predicts that a new technological revolution will arrive in 2015: when Google commercializes groundbreaking technology products like Google Glass and smartwatches... Therefore, content businesses should start thinking about how to integrate their content to be effectively utilized on these devices.

Ms. Cam Tu also outlined the principles for current content production, which are:"One content, multiple delivery channels"Previously, writing an article was considered content creation, but once you submitted it to the editorial office and received payment, the content selling process ended. This meant it was used only once for a specific monetary value. However, nowadays, we can extend the lifespan of an article or piece of content by transforming its presentation. A single piece of content can be presented in many ways, across multiple channels, and in various forms.