What mechanism does radio need to break through in the digital age?

This was also the main content discussed in the discussion session with the topic "What mechanism for radio to develop in the current period?" taking place on June 20 at the Press Forum, within the framework of the National Press Festival 2025.

Press forum “What mechanism for radio to develop in the current period”. Photo: Hong Nhung

Radio in the digital age

According to Associate Professor, Dr. Dinh Thi Thu Hang, Director of the Institute of Journalism and Communication, Academy of Journalism and Communication: Radio is a type of journalism that has the ability to reach far, wide, flexibly and conveniently. This is a strong political and ideological orientation channel in the Vietnamese revolutionary press system. For social life, radio is the leading communication channel in implementing national development goals, radio supports people's spirit in life.

In addition to affirming the value of radio, at the forum, experts and delegates also identified the opportunities of radio in the digital age in the face of strong changes in science and technology. According to Mr. Dong Manh Hung, Head of the Secretariat - Editorial Board, Voice of Vietnam (VOV), in the past, radio was only broadcast on AM, FM, but now, the internet and digital transformation have made this type of journalism more accessible to the public through many diverse forms such as digital platforms, social networks, and forms of broadcasting that do not require antennas.

Mr. Dong Manh Hung, Head of Secretariat - Editorial Board, Voice of Vietnam (VOV) shared. Photo: Hong Nhung.

The digital age brings many opportunities but also poses many challenges to the press, including radio. Ms. Luu Thi Thanh Ha, Deputy Director of the Hai Phong City Press and Communications Center, Vice President of the Hai Phong City Journalists Association, raised the question: In the context of multi-platform press, do local management agencies and press agency leaders really consider radio a spearhead that needs investment and development or is it still a sideline product?

According to Deputy Editor-in-Chief of Phu Tho Radio and Television Newspaper and Station Nguyen Thi Tuyet Chinh, in the field of radio and television management, there is almost no agency to guide on expertise and profession. “Currently, in terms of management, to identify the radio and television systems from the central to local levels, there is no focal point. We need a clear mechanism for all types of press in terms of state management authority, in defining types, professional skills, and production titles for local stations to follow,” Ms. Chinh said.

One of the biggest challenges for radio in the digital age is keeping audiences engaged. While people used to be able to listen to radio for hours at a time, they are now less likely to spend that much time on the radio. Instead, they are choosing to listen to what they love.

Need to innovate the form of singing

At the forum, delegates gave many ideas to help radio develop in the digital age. Head of the Secretariat - Editorial Board of Voice of Vietnam (VOV) Dong Manh Hung shared that the most important thing in producing a radio program is the content. Journalists need to choose issues that are close and familiar to the public. If they only talk about big, distant things, they will be less and less interested in radio programs.

Ms. Nguyen Thi Tuyet Chinh speaks at the Press Forum. Photo: Hong Nhung

According to Mr. Hung, to develop a national digital radio platform, it is necessary to create a platform that integrates all local radio and television stations and radio channels so that the public can follow more easily. “The most important issue is the content on the platforms. We need to change the development strategy, research the content carefully, and ensure that the content meets the needs of the digital public. Radio listeners are very modern now and they also really want to hear something with a personal aspect, the unique perspective of a specific journalist,” Mr. Dong Manh Hung shared.

Regarding this issue, Head of VOH Online (Ho Chi Minh City People's Radio Station) Nguyen Cong Vinh shared that currently, if policy communication is done in the form of conventional information, the public will not be interested. However, if the voice of the State becomes the voice of the people, the public will have easier access.

The forum “What mechanism for radio to develop in the current period?” raised “hot” issues for radio, and also suggested effective solutions for radio to develop further, meeting the needs of the public in the digital age.

Source: https://hanoimoi.vn/phat-thanh-can-co-che-nao-de-but-pha-trong-thoi-dai-cong-nghe-so-706239.html