NTV - Beyond the Waves
Therefore, despite its early transformation, rapid adaptation, and bold move beyond traditional broadcasting channels, amidst the chaotic information "sea" of the digital ecosystem, NTV has always maintained the core values of revolutionary journalism: spreading positive information, reflecting the pulse of life, and connecting communities.
Thanh HuyenJune 15, 2026
Although it emerged later than print and radio, television quickly gained popularity among the public due to its superior features such as vivid and realistic sound and images. Therefore, in the latter half of the 20th century, television held an almost absolute position in the public's information and entertainment life. From black and white to color television; from curved screens to flat screens; from fiber optic to satellite and digital; from SD to HD, 4K, 8K…, television technology continuously changed and developed in line with societal progress. Despite this, for a long time, viewers' method of receiving information remained the same: turning on the television and patiently waiting for their favorite program to air. Because nothing else was better or more enjoyable than television programs. The small television remote control was once the "power" in every home.
However, the advent of the internet, the rapid and powerful development of digital technology, social media, and online platforms have completely changed the way audiences consume information. Viewers no longer wait for programs to air on time but can watch anytime, anywhere, on their phones, tablets, or laptops. Information must be faster, more concise, more visual, and especially interactive. This poses a challenge for television: if it doesn't change, viewers will leave.
Television faces fierce competition not only from traditional broadcast channels but also from social media, digital platforms, content creators, and countless news sources on the internet. A smartphone has now replaced not only the traditional television entirely, but with just a touch, individuals can connect to the world. Instead of searching for channels, limiting time slots, and even program content, technology, with its algorithms and parameters, can automatically take us to the programs and content we need and enjoy, even if we only have them in our thoughts. Viewers, especially young people, have many choices and spend hours on TikTok, YouTube, Facebook, etc., but are gradually moving away from the traditional receiver – the television.
This has led many to question whether television can maintain and retain its position.
Instead of accepting being confined within the "traditional airwaves," many news agencies and television channels have chosen to transform themselves and boldly enter the digital ecosystem. In this trend, Nghe An Television - NTV has demonstrated rapid, decisive, and proactive adaptation.
With the motto: Don't wait to be changed, NTV proactively changes itself. From a very early stage, the website truyenhinhnghean.vn was launched, extending the reach of radio and television broadcasting using the advantages of the internet. This was followed by the strong development of digital platforms, expanding YouTube, Facebook, TikTok… and the NTVgo app. Along with establishing digital channels to expand coverage and increase viewership, NTV continuously innovates its production methods, both in content and presentation, with clearer directions for digital content production, creating specialized sections and content for its digital channels.
It's easy to see the change in NTV's approach to its audience. Programs are no longer formulaic but more relatable and flexible. Many programs exploring the life, culture, tourism, cuisine, and people of Nghe An are presented in a modern, emotionally rich style with a digital feel. NTV's transformation isn't simply about "putting programs online." News and reports are optimized for brevity, visual appeal, and speed, but without chasing social media; current events, topics of interest to viewers, and specialized themes tailored to different audiences are updated promptly while maintaining the core values of mainstream journalism: accuracy, reliability, and humanity.
Adapting quickly and transforming early, in a short time, programs and segments such as: "Roundtable on Current Affairs," "NTV News," "Where to Eat," "Everyday Life," "Urban Life," "Back to the Land of Folk Songs and Melodies," "Bridge of Compassion," "Weather Forecast," etc., and thousands of live streams and broadcasts of major events and issues on NTV have spread strongly across digital channels such as YouTube Nghe An TV; Facebook Nghe An Television, etc., attracting a large audience both domestically and internationally. The number of viewers and followers has increased rapidly. In addition to the Nghe An online newspaper and the website truyenhinhnghean.vn, the Nghe An Newspaper and Radio and Television currently manages 7 official digital channels on 4 platforms: YouTube, Facebook, Zalo, and TikTok. The total average is approximately 5.5 million views per day. Notably, the YouTube channel Nghe An TV has reached 2.74 million subscribers. In addition, the NTVgo app has nearly 52,000 installed accounts, and each program and segment has its own fan page.
In an era where information is abundant and truth and falsehood are intertwined, NTV remains a trusted brand and reliable source for viewers to access and verify information. This is not only an advantage of mainstream television, but also the result of a long process of effort, building trust, dedication, competence, and professionalism from its staff, reporters, editors, and technicians. Viewers can watch hundreds of videos on social media, but they still need a place to verify reliable information, and NTV has delivered that.
With the development of digital content and infrastructure, NTV is no longer limited by broadcast space and time. A program broadcast on television may only reach a certain audience at a specific time. But on digital platforms, that content can spread further and wider, reaching the entire Nghe An community around the world. Television is no longer confined to the TV in the living room, but is present in everyone's backpack, handbag, pocket, and on their phone.
This change also placed immense pressure on those working in television. Producing digital content is not simply about buying more equipment or launching another digital channel. It's a shift in mindset, approach, and management and operational models. Prior to this, and especially immediately after the merger of Nghe An Newspaper and Nghe An Radio and Television Station, the Editorial Board decisively directed the newsroom to converge to produce four types of traditional journalism and digital content. With leadership and management converging, reporters and editors must also converge. Reporters are simultaneously editors, cameramen, MCs, and digital content creators. This is a mandatory direction, a transformation in operational thinking: from television screens to digital platforms.
In reality, viewers haven't turned their backs on television; they've simply changed how they watch it. Therefore, regardless of the platform, the ultimate goal for viewers remains the quality and value of the information.
Therefore, despite its early transformation, rapid adaptation, and bold move beyond traditional broadcasting channels, amidst the chaotic information "sea" of the digital ecosystem, NTV has always maintained the core values of revolutionary journalism: spreading positive information, reflecting the pulse of life, and connecting communities.
That is also the measure of the effectiveness of the race, from "broadcast time slots" to screen "touches".
