As a friend
Nic Newman, senior research associate at the Reuters Institute for the Study of Journalism, points out that news podcasts “remain a bright spot for newspaper publishers, attracting a younger, more educated audience.” Podcasts are seen by newsrooms as a growth area, with a January 2024 Reuters Institute survey finding that newspaper publishers “will prioritize video, podcasts and newsletters as areas of growth.”
Podcasts are a bright spot for publishers. (Photo: GT)
The podcast channel of Tuoi Tre Newspaper was launched in June 2022 - up to now, this audio information channel is growing very quickly and attracting many listeners. According to journalist Le Xuan Trung - Deputy Editor-in-Chief of Tuoi Tre Newspaper, podcast is an important channel in the digital ecosystem of Tuoi Tre Newspaper. Tuoi Tre Newspaper not only provides timely news content to the public but also introduces, shares, and tells them many stories about careers, family, health, sports or local specialties through podcasts.
Journalist Le Xuan Trung believes that in a society with many changes like today, podcasts act as a friend who creates a sense of closeness. The sound, voice, and way of expressing emotions through words help increase intimacy. Podcasts are often listened to alone, through headphones or in personal spaces such as cars, creating a private space without having to stare at the screen.
The convenience of radio is one of the strengths that suits the characteristics of modern media audiences, who have very little time to follow the news but want to update quickly and with a lot of information. Society is increasingly rich and developed, people have more and more things to care about and solve in a day's time. Therefore, the time spent on receiving new information is also affected.
"Coming to Tuoi Tre Newspaper's Podcast channel, readers will grasp all the notable news of the day in Vietnam as well as the world without having to "read"," said journalist Le Xuan Trung.
To create an attractive podcast that attracts listeners, the Deputy Editor-in-Chief of Tuoi Tre Newspaper pays attention to the title. The title of a Podcast must highlight the topic, unlike the title of a regular short article, the podcast title can be richer in details.
"In addition, exploiting trending news needs to be focused on. We assign young people to create podcasts to target young readers and listeners, serving and attracting young audiences. They will follow trending topics as a way to reach a wider audience," said the Deputy Editor-in-Chief of Tuoi Tre Newspaper.
The new page of Tuoi Tre newspaper at podcast.tuoitre.vn was launched in June 2022 to diversify content and distribution channels to the public on cyberspace.
Tuyen Quang Electronic Newspaper - a local newspaper that is a pioneer in applying technology and journalism has been using Podcast as a key information channel to attract and connect with readers. Journalist Viet Hoa - Head of Electronic Department, Tuyen Quang Newspaper said that from the changing circumstances, needs, and ways of accessing information of the public in the digital age, the media will have to make efforts to change itself in both the method of transmitting information as well as the communication process to best meet the needs of the modern public. The "throne" of radio in this modern context is a proof.
To keep up with the trend and attract readers, the Podcast channel of Tuyen Quang Electronic Newspaper was born with the goal of bringing official information of the Party, State and the province to a wide audience, adding another channel to access the local Party newspaper. In addition, Tuyen Quang Newspaper also conducts special topics on stories surrounding life.
"We do not make podcasts in the usual way of reporting, but choose thoughtful, emotional topics about issues that breathe life, bring the sounds of life around us, and are simple and close to people," journalist Viet Hoa shared.
Increase your podcast's views by combining it with video
Podcasts have expanded beyond the traditional audio format to include multimedia products called video podcasts. Video podcasts, also known as “vodcasts,” incorporate both visual and audio content, allowing viewers to not only listen to, but also watch the content being produced.
The Reuters Institute for the Study of Journalism's Digital News 2024 report points out that many of the most popular podcasts are now filmed and distributed through video platforms like YouTube and TikTok, "further blurring the line between podcasts and video."
Talking about vodcast, MSc. Phan Van Tu - Head of the Department of Journalism, Faculty of Journalism and Communication, University of Social Sciences and Humanities, Ho Chi Minh City said that many local radio and television stations have exploited this form in producing hour-long talk shows on digital platforms.
With vodcasts, the media audience sees the host, guests, and even the visual effects, charts, or slides used during the presentation, but the main content of the product remains a radio show.
"Vodcasts provide an additional layer of experience for listeners/viewers, allowing them to receive information through both sight and hearing. With vodcasts, some of the target audiences of traditional radio programs are expanded. Video podcasts allow complex content to be conveyed in a more understandable way, thereby increasing the value of the message being conveyed," said Master Phan Van Tu.
Vodcasts have changed the way audiences consume content by combining the best of video and audio. (Photo: podcastrocket)
To do this well, according to Mr. Phan Van Tu, reporters and editors need to practice more television production skills as well as product promotion skills on social networks.
Broadcasting today is no longer just about the tape recorder as the main production tool, but also about multimedia equipment. Multimedia competence includes the ability to create, edit, and publish content across a variety of media formats and channels, from audio, text, images, to video and interactive content. Multimedia content attracts attention and encourages listeners to participate, thereby strengthening the relationship between journalists and audiences.
Master Phan Van Tu emphasized the importance of titling: "When we produce an elaborate, attractive radio report but the title is not attractive, the representative image of the article is not attractive, we unintentionally "chase away" our listeners, they will not click to listen/play the content, they will skip that work because they have too many choices on the internet today", and said that good title writing skills also contribute to optimizing content for SEO. In other words, attractive titles and high-quality introductions help optimize content for search engines, thereby increasing views and spreading information.
Images or graphics are thumbnails - representative images of works that not only make the content more visual, help convey the message clearly and strongly, but also play a role in attracting listeners in the first glance on digital platforms.
In addition, Master Phan Van Tu believes that modern reporters and editors also need to practice viral - the skill of spreading information online, knowing how to apply digital marketing tactics and techniques to spread content widely, including using hashtags, interacting with listeners through comments, and sharing content on social networking platforms.
Hoa Giang
Source: https://www.congluan.vn/podcast--cach-tiep-can-than-thien-cua-doc-gia-va-huong-di-tro-thanh-mot-san-pham-da-phuong-tien-post308490.html
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