As a key program in the series of activities by the youth of Vietnam Television (VTV) to celebrate Youth Month 2025, "VTV with Businesses Creating the Future" was jointly organized by units under the VTV Youth Union, including the grassroots Youth Union of the Center for Advertising and Copyright Exploitation, the Vietnam Cable Television Corporation, and the VTV Times Youth Branch.
The connection between businesses and media platforms—particularly with Vietnam Television—has become increasingly vital in the ever-evolving advertising landscape. “VTV with Businesses Creating the Future” served as a forum where businesses, associations, and partners came together to sharepractical insights and explore new directions in line with modern advertising trends.
Speaking at the event, Mr. Nguyen Viet Phuong, Standing Deputy Secretary of the VTV Party Committee and Chairman of the Vietnamese Loving Heart Fund, emphasized: "This is a very important event, reflecting the close collaboration between media and businesses on the journey of mutual development".
Mr. Nguyen Viet Phuong - Standing Deputy Secretary of the VTV Party Committee and Chairman of the Vietnamese Loving Heart Fund – at the event.
According to the Standing Deputy Secretary of the Party Committee of Vietnam Television, in the context of the Fourth Industrial Revolution, digital transformation, artificial intelligence, e-commerce, and the green economy, Vietnamese businesses must first innovate their thinking, grasp emerging trends, and enhance their competitiveness. Only then will the role of the media, particularly that of Vietnam Television, truly come into play to connect, inspirei, and drive the development of services.
As the national broadcaster, VTV not only fulfills its mission to communicate the Party’s guidelines and the State’s policies, but also acts as a bridge between the government, businesses, and the public through economic programs, startup features, and innovation-driven content. This has significantly contributed to fostering entrepreneurship and promoting Vietnamese brands to the world.
In the digital era, media must not only reflect reality, but also accompany and support businesses in brand-building, enhancing product value, and achieving sustainable growth. Mr. Nguyen Viet Phuong highlighted that VTV, with its traditional broadcast channels and digital platforms, can have a broad impact and help Vietnamese businesses effectively access both domestic and international markets.
As the program host, Mr. Phung Van Hiep, Secretary of the VTV Youth Union, stated: “Through this event, we hope to gain new companions. This is not just a seminar, but a space where we, representing over 1,700 young journalists, editors, and technicians of VTV, can listen to the perspectives, concerns, and honest feedback from businesses”.
Mr. Phung Van Hiep – Secretary of the Youth Union of Vietnam Television – moderates the program.
At the event, many businesses shared their perspectives on the effectiveness of advertising on VTV’s broadcast channels and digital platforms. Companies currently running advertisements on VTV also spoke about their experiences and the successes in working with the national broadcaster.
Several businesses that have not yet had the opportunity to connect with VTV also attended the program to learn more about VTV’s diverse advertising solutions and explore potential future partnerships.
The program takes place in an energetic atmosphere, featuring numerous opinions and insightful sharing from business representatives.
The program featured lively discussions on potential collaborative ideas between VTV and partners such as the Vietnam Chamber of Commerce and Industry (VCCI), the Hanoi Association of Small and Medium Enterprises, and various brands and corporations.
Sharing his views, Dr. Mac Quoc Anh—Member of the Central Committee of the Vietnam Fatherland Front, Director of the Institute of Business Economics and Development, and Vice Chairman of the Hanoi SME Association—shared his views: “Brand building is not just a marketing strategy, but a critical factor for businesses to maintain their market position and increase enterprise value. Our surveys show that companies with strong brands can boost their asset value by 50–70% compared to those that haven’t focused on branding”.
Dr. Mac Quoc Anh – Member of the Central Committee of the Vietnam Fatherland Front, Director of the Institute of Business Economics and Development, and Vice Chairman of the Hanoi Association of Small and Medium Enterprises – shares his insights at the program.
Regarding competitive advantage, a 2023 survey found that 77% of consumers are willing to pay 10–20% more for products from reputable brands. In Vietnam, 68% of consumers prefer to purchase products from trusted brands.
“This suggests that brand building helps small and medium-sized enterprises (SMEs) remain resilient to competitive pressures from larger corporations”, Dr. Mac Quoc Anh emphasized.
Also according to the Vice Chairman of the Hanoi Association of Small and Medium Enterprises, VTV is the most widely broadcast television station in Vietnam, reaching 96% of households nationwide. Surveys revealed that 72% of Vietnamese consumers trust advertisements aired on VTV more than those on social media platforms. Therefore, by partnering with VTV, businesses can enhance their brand credibility and leverage VTV’s reputation to build a more professional image.
Mr. Pham Huu Quyet, Deputy Head of the Member Affairs Department of VCCI, added: “While social media provides ease of access for advertising and sales, television remains the most effective channel for building brand reputation”.
Mr. Pham Huu Quyet – Deputy Head of the Member Affairs Department of VCCI – at the event.
To strengthen the collaboration between VTV and businesses, the Deputy Head of the Member Affairs Department of VCCI, emphasized that Vietnam Television needs to play a proactive role in connecting with enterprises, actively seeking out and understanding customers to help businesses develop products that meet current market trends. For example, VTV reporters, with their access to diverse audiences, can conduct consumer surveys that support businesses in shaping their production strategies. Additionally, with its multi-platform reach, VTV could introduce preferential pricing, discount policies, and most importantly, after-sales support to foster customer loyalty for partner businesses. He also suggested that VTV should provide regular customer services to make it easier for remote businesses to place advertisements on its platforms.
Mr. Quyet further proposed that VTV could create tailored advertising programs, such as co-branded gameshows, in collaboration with companies. Once the product promotion is carried out, VTV must ensure that the advertised content is accurate, visually appropriate, and reflects the true quality of the product.
At the end of the event, on behalf of the Organizing Committee, Mr. Nguyen Viet Phuong and Mr. Phung Van Hiep presented certificates of appreciation to participating businesses and shared their vision and direction for more effective advertising strategies in the future.
The Organizing Committee presents certificates of appreciation to the businesses participating in the event.
"I believe that with the support of Vietnam Television and the relentless efforts of the community and businesses, we will together build a bright future for this partnership together", emphasized the Standing Deputy Secretary of the Party Committee of Vietnam Television.
