Media agencies in Vietnam are still in the dark about the exact details of the new network. State-run VTV has 80 per cent of the audience share. Due to its low penetration, the cable channel is still to attract big advertisers.
A media agency executive said: "It's not exactly going to shake-up our lives. In the last two years many channels have been launched but only a few have had some traction with viewers. In Vietnam they just launch a channel and expect the viewership to build on its own. They still have to learn the tricks of the trade as far as promotion is concerned.”
A media agency executive said: "It's not exactly going to shake-up our lives. In the last two years many channels have been launched but only a few have had some traction with viewers. In Vietnam they just launch a channel and expect the viewership to build on its own. They still have to learn the tricks of the trade as far as promotion is concerned.”
In recent years, Vietnam has witnessed the launch of quasi-private channels including TVC7, VTC9, Lets Viet and Today TV.
The country is becoming increasingly attractive to investors in the media. A large number of foreign media companies are taking a minority stake in Vietnam’s TV networks. A few months ago MediaCorp acquired a stake in International Media Corporation.
