Post by Thu, Do Anh

RE-ENGINEER THE MEDIA LANDSCAPE IN VIETNAM: THE ERA OF FRAGMENTED NEWS IS OFFICIALLY OVER. The global media landscape is experiencing a profound structural realignment, and Vietnam is right in the eye of the storm. According to Challenger, Gray & Christmas, job cuts across the media sector, including journalism, broadcasting, and digital media, rose by 15% in 2025. The increase reflects ongoing industry transformation driven by restructuring, mergers, cost-cutting, and the impact of technologies such as AI in content production and newsroom management. Under the National Press Master Plan, Ho Chi Minh City is executing a masterclass in structural lean-down. We witness a “Newsroom Convergence” of 11 publications into a singular, massive multi-platform media entity called the Ho Chi Minh City Press, Radio, and Television Agency managed by three strategic media houses. The new integrated platforms will officially launch on July 2, 2026. It’s a total reset of how content is produced, managed, and consumed in Vietnam. The Vietnamese traditional media model has been influenced by two forces: national governance synchronization and rapid changes in generative AI and content creation. Traditional press agencies are losing the war for attention to local short-form video creators. The “Receivers” in the communication model are no longer defined as “readers,” but instead, “audiences” who are exposed to multimedia content online and offline. Go along with that, general news, which is easily provided by AI answer engines, is not their appetite. Audiences nowadays are starving for one thing: distinct, human points of view that they can find outside the search engines. For brands, marketers, and PR professionals, it’s time to rethink our media strategy entirely. Sources: https://lnkd.in/gKvNkcuq https://lnkd.in/gpbqeKXK https://lnkd.in/gB9PHt_9