Dr. Vu Hai Quang, Vice President of  Voice of Vietnam (Photo: Duc Anh/VOV5)

Reporter: Thank you, Dr. Vu Hai Quang, for talking with VOVWorld on the occasion World Radio Day, February 13. What do you think of the digital transformation occurring in radio broadcasting right now?

Dr. Quang: Digital transformation in radio is an inevitable trend which entails many benefits as well as significant challenges.

First, digital transformation helps radio stations expand their reach by using digital platforms like online radio, podcasts, and streaming to deliver radio content without any geographical limit. It allows listeners/audience to access programs anytime, anywhere, which was impossible with traditional broadcasting on FM/AM frequency.

Second, digital transformation improves the listeners and audience’s experience by using artificial intelligence to personalize radio content and recommend programs that match the listener and audience’s preferences. Using speech recognition technology – text to speech and speech to text – increases accessibility for people with visual impairment and people like drivers and housewives for whom reading is inconvenient. It also significantly reduces the workload for the program editors.

Third, the data provided by digital platforms helps radio stations understand listener/audience behavior so they can optimize the content and improve program quality.

Fourth, digital transformation helps radio stations diversify their business model. Advertising can be personalized to each target group, increasing efficiency and revenue. And new business models, such as subscription and exclusive content, create sustainable revenue sources for radio stations.

Most of VOV traffic channel’s features have been produced in both traditional radio and podcast formats.

Reporter: How is the digital transformation process going at VOV? What stage is it at? What advantages and difficulties has VOV encountered so far?

Dr. Quang: VOV has been implementing the digital transformation process to modernize its broadcast and communications activities and meet the public’s growing need for information.

Since 2000, VOV has been digitizing its editing, production, and archiving, which is the premise for the current digital transformation. Digital transformation is a gradual process. You can’t just buy a new system, turn it on, and turn off the old system. Voice of Vietnam is taking each step of this process carefully and professionally.

To that end:

First, VOV has established a steering committee and a project development committee for digital transformation to ensure proper leadership and supervision during the process.

Second, on August 1, 2024, the VOV President approved a project on digital transformation at VOV.

Third, workshops and training courses on digital transformation have been organized to improve employees’ awareness and skills and create a firm foundation for the digital transformation process.

VOV is deploying technological solutions, training human resources, building a digital platform on the existing infrastructure, and investing in new digital infrastructure, a CMS management system, and other application software.

The process has the following advantages:

First, VOV has a relatively firm IT infrastructure, facilitating the deployment of digital solutions.

Second, as Vietnam’s leading media agency with high prestige, VOV can easily attract support from technology partners, but it’s also facing difficulties. Digital transformation requires more highly skilled workers than are currently available and a large financial investment in infrastructure and technology, which strains the budget. VOV relies mainly on the state budget for investment and cashflow. Another challenge is that digital transformation requires a new way of thinking and a new work culture.

Reporter: There are many new digital applications that can be used for radio. Which of those are you looking at?

Dr. Quang: With limited resources, radio stations should focus on applications that have a widespread impact on the public and are easy to deploy, such as Radio Internet, which can help traditional radio stations switch to a digital environment and broadcast live on websites, mobile applications, and platforms like YouTube, Facebook Live, and Zalo.

The podcast format, with applications such as Podcast, Spotify, Apple Podcasts, and Google Podcasts, is helping radio programs reach users anytime and anywhere. The format is suitable for specialized programs, analysis, interviews, and inspirational stories.

We should make full use of social networks like Facebook, TikTok, YouTube, and Instagram to attract listeners and audience, and set up an interactive audience community to increase public trust in the station.

Another thing we can use is Smart Speakers, which integrates radio programs with home control systems. Users can give voice commands while driving or cooking using support tools like Smart Speaker, Google Assistant, or Alexa. We need to optimize radio content for broadcasting on Google Nest or Amazon Echo and build news channels and quick news bulletins specifically for Smart Speaker users.

Another app is Smart Radio, which uses a model very familiar to users. Instead of using AM/FM receivers, which are difficult to hear in some places, smart radio lets you listen  wherever there’s a wifi signal.

We can use apps on websites or OTT apps. Applications integrated on radio platforms like TuneIn or VOV Media or combined with VTV Go are even better. But in order to provide on-demand content we must personalize the listener/audience experience.

For digital transformation to be successful, radio stations need to change their way of thinking about content, improve the digital skills of employees, invest in technology, and make the most of effective distribution platforms such as podcasts, social networks, online radio, Smart Speakers, and Internet Radio. This will expand audience segments and increase competitiveness.

Reporter: How can reporters, editors, and technicians participate in the digital transformation process?

Dr. Quang: Digital transformation is not just the application of technology. It’s also a change in the way of thinking about content production and distribution. To adapt to a digital environment, reporters, editors, and technicians need to improve their digital skills, such as using audio, video, and graphics editing tools to produce multimedia content and manage data in the digital environment; writing scripts specifically for digital platforms such as Podcasts, Reels, TikTok, and social media; and using AI to support content editing, Search Engine Optimization, and analyzing listener/audience behavior to personalize content.

Engineers and technicians need to participate in: building editing tools, content production, data and operation management, content distribution on digital and multi-platform environments, integrating new technologies, using AI for text-to-speech conversion and reading content, and using automatic translation tools. This would be particularly useful for VOV5 which broadcasts in 12 foreign languages. These tools will greatly reduce the efforts of reporters, editors, and technicians and help put content on digital platforms such as Podcast, Spotify, Apple Podcasts, Google Podcasts, or Internet Radio.

Reporter: This year’s World Radio Day, themed “Radio and Climate Change”, focuses on the role of radio in educating, informing, and empowering people to respond to climate change. What message would you like to deliver on the role of radio in helping people respond to climate change?

Dr. Quang: Radio is not only a familiar medium, but also a bridge of knowledge, helping people better understand the impacts of climate change and how to adapt to it. Radio is always a timely and reliable source of information. When natural disasters occur – storms, floods, or droughts – radio remains the fastest and most accessible means to warn and guide the community on how to respond. Radio plays a key role in educating and raising environmental awareness. Through radio programs, people can access information about environmental protection, sustainable lifestyles, and resource conservation, thereby contributing to minimizing negative impacts.

Radio creates community connections and promotes action. Radio can inspire, call for the cooperation of the community, businesses, and governments in protecting the environment, reducing carbon emissions, and developing renewable energy.

On World Radio Day, let's all listen to, learn, and take action, so that radio continues to be a companion in the fight against climate change!

Reporter: Thank you, Dr. Vu Hai Quang, VOV Vice President, for taking the time today to talk with VOVWorld.