VTV Ratings is a set of audience measurement indicators for television on multiple platforms of Vietnam Television (VTV), utilizing multi-source data on viewers' behavior across VTV's television channels and digital platforms. As a result of measurement methods that incorporate Big Data technology and data science, VTV Ratings is an essential step forward to help VTV keep pace with modern media trends.
Mr. Nguyen Dang Hoc, Head of the Programming Department, Vietnam Television, stated: “As television producers, more than anyone, we want to understand our audiences better every day. Therefore, the VTV Ratings system helps VTV better understand the viewing habits and preferences of our viewers, and objectively, accurately, and comprehensively evaluate the programs produced by VTV. From there, content production units will improve the quality of their programs and develop content distribution plans through appropriate multi-platform channels. This is a tool to help VTV enhance its production capacity and connect with audiences quickly and effectively”.
The traditional research sample measurement method has been widely applied for many years, but it has revealed several limitations: data updates are slow and do not fully reflect modern viewing habits. Now, with multi-source data and real-time updates, VTV Ratings offers high accuracy, transparency, and comprehensiveness.
Ms. La Cam Van, Director of Ami Group, the company that owns the Neo-tam platform, shared that VTV Ratings is a combination of Big Data science, Artificial Intelligence (AI), and television statistics, which creates highly accurate indicators. She hopes that VTV Ratings will soon not only bring practical benefits to VTV but also contribute to a positive transformation for Vietnam's television industry as general.
Ms. La Cam Van, Director of Ami Group, the owner of the Neo-tam platform.
Beyond its strategic significance for VTV, VTV Ratings is expected to provide great value to local television stations. Accurate and up-to-date indicators help assess the appeal of each program, providing a reliable basis for critical decisions.
Mr. Nguyen Kim Trung, General Director and Editor-in-Chief of Hanoi Radio and Television Station, hopes that local television stations, including Hanoi Radio and Television, will soon have the opportunity to access and evaluate their programs using the VTV Ratings system on all platforms that the station is distributing and broadcasting.
Mr. Nguyen Kim Trung, General Director and Editor-in-Chief of Hanoi Radio and Television Station.
In an increasingly competitive media market, audience measurement data becomes a key factor in helping agencies and brands plan effective strategies. The provision of VTV Ratings by Vietnam Television will add a reliable data source that directly serves the planning and evaluation of communication effectiveness for advertising campaigns.
VTV Ratings lays a solid foundation and opens up new opportunities for personalizing content, optimizing advertising, and predicting media trends. In the future, the system will continue to evolve with AI technology, enhanced data, and in-depth analysis, helping Vietnam Televisionmaintain its position in the digital media industry.
Mr. Le Quang Tu Do, Director of the Authority of Broadcasting, Television and Electronic Information under the Ministry of Culture, Sports and Tourism, expressed his hope that if the VTV Ratings audience measurement system succeeds, state management agencies will coordinate to scale it up nationwideand use it as the official set of indicators to bring transparency to the television measurement market, ensuring accuracy, fairness, and transparency for the industry and for businesses using ratings for advertising purposes.
VTV Ratings is the result of close collaboration between units within Vietnam Television and its partners. It aims to make data publicly, transparently, and accurately accessible—completely free of charge. This is not just a story about data but a story about innovation and adaptation for the development of the entire modern television ecosystem.
