With an initiala target of 600 million views and 150 thousand comments, Hoa Xuân Ca (Spring Flower Song), a prominent Lunar New Year programme on program, has exceeded expectations by 20% with the latest figure of 725 million views. This figure vividly reflects Vietnam Television'sefforts to produce high-quality content and is also the result of Total TV - a platform for the distribution of multimedia television content.
Hoa Xuân Ca (Spring Flower Song) has become one of the most searched keywords during the Tet holiday of the Year of the Dragon. The multi-platform distribution not only allows viewers to access VTV's excellent content, regardless of their background or devices, but also signifies the success of Total TV in reaching a diverse audience.
Here are some images from Hoa Xuân Ca (Spring Flower Song) 2024.
"It can be said that Hoa Xuân Ca (Spring Flower Song) is a representative example of our approach to a multi-platform audience. In the past, audiences had one-way access to television, but now it's a two-way communication. Through comments from viewers on various platforms, we can understand how they are evaluating the program and, their perceptions of the performances, and adjust accordingly for next year's Hoa Xuân Ca (Spring Flower Song), for example. The figures presented by VTV are not determined by us but by an independent counting unit. Thanks to the power of Total VTV, a program can achieve excellent KPIs and effective communication with a large audience, which VTV can fully realize”, said jJournalist Thư Hiền from the Content Production and Development Center of Vietnam Television.
Journalist Thư Hiền and artist Đen Vâu share their thoughts in a behind-the-scenes conversation for the programme Hoa Xuân Ca (Spring Flower Song).
Hoa Xuân Ca (Spring Flower Song) is a special Tet program that has received significant investment, and performance measurement is carried out by independent partners. The record-breaking views not only indicate that excellent content is well-received by a large audience but also suggest that there is significant demand for access to content of Vietnam Television that are not yet fully measured. A few units carry out audience measurements sporadically, using their own methods and there is a lack of consistency.
Mr. Thomas Jayet - the CEO of K+, shared: "On our set-top boxes, we assign a unique code for each subscriber to record their television viewing. We have information about which family is watching which channel and for how long. For channels distributed through partners, we encode the outgoing signals and record data when viewers watch our channels. From the collected data, we use Microsoft's tools to simulate the audience network structure, their needs, and habits. This allows us to adapt content and delivery methods in the most effective way”.
Hoa Xuân Ca (Spring Flower Song) 2024.
According to the Ministry of Information and Communications, there are currently very few entities capable of independently carrying out such measurements.
Mr. Lưu Đình Phúc - the Director of the Press Department at the Ministry of Information and Communications, noted: "If we do not address this area, we will fall behind, lose users, lose viewers. Currently, there are various measurement tools on the market. But the fact is that some of the measurement results are not yet impartial. They do not cover the entire scope of press and television on different platforms”.
A successful television program will not stop at a relatively low audience share of 3% or 5%. It can achieve over 700 million views, which would be 700% in terms of audience share. Therefore, without accurate, sufficient, transparent, and objective measurements, advertising revenues may not produce results commensurate with reinvestment. This would disadvantage both media agencies and audiences.
