VTV Ratings Launched: A New Step Forward in Audience Measurement
Vietnam Television (VTV) officially launched the VTV Ratings system, applying Big Data to analyze audience data in real-time, opening up a strategic direction in content production and advertising.
On the afternoon of December 12th, at the headquarters of Vietnam Television (VTV), the launch event of the VTV Ratings Index and the development of VTVgo took place, marking an important step in the station's strategy of mastering data.
The event was attended by Mr. Nguyen Thanh Lam - General Director of Vietnam Television; Deputy General Directors: Mr. Do Thanh Hai, Mr. Dinh Dac Vinh, Mr. Le Quyen; along with leaders of VTV's affiliated units and representatives of AMI Group.
The Power of Big Data
VTV Ratings is a set of indicators measuring television audience across VTV's multiple platforms, built on Big Data and Data Science technology. This system is considered a necessary step to help VTV keep up with modern media trends, in the context of changing audience viewing habits.
According to Mr. Pham Anh Chien, Deputy Director of the Center for Digital Content Production and Development (VTV Digital), the new measurement system provides a comprehensive overview of viewer behavior. The data is updated continuously (real-time) every 3 minutes, making the audience picture more transparent.
Detailed metrics include the number of viewers accessing the national digital television platform VTVgo by day, month, and year; a global viewing area map; and information on age, gender, device type, and trending content.
Leveraging content production and advertising
Mastering data through VTV Ratings is expected to bring many strategic benefits. It's not only a performance evaluation tool but also a crucial basis for production units to make decisions.
Specifically, VTV Ratings will provide support:
- Content orientation:Accurately understanding audience preferences is crucial for producing suitable programs.
- Optimizing distribution:Identify the most effective channels and broadcast times.
- Exploiting advertising:Accurately assess the value of advertising resources across both television and digital platforms.
The launch of VTV Ratings, along with the development of the VTVgo platform, affirms Vietnam Television's efforts to innovate and adapt to the digital age.
