SOLUTIONS TO ADDRESS THE NEW DEMANDS OF THE CURRENT VIETNAMESE RADIO AUDIENCE

Abstract

Given the strong development of technology, the trends and psychology of the audience of
different media have been changing drastically. The same goes for the radio audience in Vietnam, as
they no longer sit for hours listening to pre-recorded radio programs (passive listening), but are
switching to listening to programs anytime, anywhere, and through digital devices and platforms. To
clarify the habits, tastes, and trends of radio listening in Vietnam today, we have conducted a "Survey
of the audience of main radio channels of the Voice of Vietnam (VOV)" in 8 provinces/cities: Hanoi,
Son La, Thai Nguyen, Da Nang, Dak Lak, Ho Chi Minh City, Can Tho and Ben Tre during the last 6
months of 2020. The survey results are an assessment report. This was the first in-depth assessment of
the audience of major radio channels of the Voice of Vietnam, which was deployed on a large scale,
representing all regions nationwide. The research team used mixed methods such methods as
conducting questionnaire surveys, interviews, and case study observation.
The researcher was conducting a systematic process to get the answer and solution to
certain problems or questions logically, which is called research. In this part, the researcher
employed research design descriptive qualitative to analyze and to describe the changes among
the radio audience in Vietnam, and propose some solutions to radio stations in Vietnam so that they can
innovate their contents and distribution processes to best meet the needs of their audience by
introducing the survey results (with comparisons with those of previous studies) to show the changes
among the radio audience in Vietnam, and propose some solutions to radio stations in Vietnam
so that they can innovate their contents and distribution processes to best meet the needs of
their audience. Descriptive qualitative research is a method of research that is aimed to get
naturally understanding about a particular phenomenon of human behavior or social setting
and to describe the fact and characteristics of the object or subject systematically and accurately
without seeking any relation among variables or linkage among different elements (Ary, 2000;
Sugiyono, 2010).