BBG Research Series: Media use in Vietnam

Event

BBG Research Series: Media use in Vietnam

June 10, 2015

The BBG and Gallup hosted a research briefing on media use in Vietnam.

Vietnam’s government-run television network continues to dominate the country’s media landscape. However, young Vietnamese increasingly turning to online news sources over state TV. Most Vietnamese (58.2%) believe personal blogs are more believable than official news, pointing to an underlying distrust of state media, particularly among younger and better-educated adults who are most likely to use blogs and other online information sources.

The speakers drew on recent BBG data to assess the role of different media platforms in Vietnam as well as review attitudinal data from the Gallup World Poll.

About the USAGM

The U.S. Agency for Global Media (USAGM), an independent international media organization overseen and funded by the US government, puts objective, professional news and information content to work on behalf of U.S. global interests and national security. USAGM networks include the Voice of America, Radio Free Europe/Radio Liberty, the Office of Cuba Broadcasting (Radio and TV Martí), Radio Free Asia, the Middle East Broadcasting Networks (Alhurra TV and Radio Sawa) and the Open Technology Fund. USAGM programming has a measured audience of 420 million in more than 100 countries and in 64 languages.

Event Information

June 10, 2015, 9:00 a.m. – 10:00 a.m.

The Broadcasting Board of Governors (BBG) and Gallup held a research briefing on media use in Vietnam. Findings from their study of media consumption habits reveal ubiquitous use of television, and mobile phone ownership by nearly nine in ten Vietnamese adults. Further, Internet use continues to grow with close to 20% reporting web access in the home. Survey findings reveal that Vietnam is a diverse and saturated media market, but one that remains tightly controlled by the Vietnamese government.

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As Director of the Office of Strategy and Development, Bruce Sherman is responsible for global strategy and research for the U.S. Broadcasting Board of Governors (BBG). He directs formulation and execution of BBG strategy, leading a team of senior managers and planners across all broadcast groups. He has overseen development of the three 5-year strategic plans, including the most recent 2012-2016, and is their principal author. Sherman joined the BBG in 1996 after twelve years at Radio Marti, the broadcasting service for Cuba, including five years as the station’s deputy director in charge of all daily operations. He also has played a central role in launching new strategic initiatives for the Muslim world, including Radio Sawa and Alhurra TV for the Middle East and Radio Farda for Iran. These and other strategic initiatives since 2002 have expanded the BBG’s worldwide audience from 100 million to over 185 million people weekly. He built and also directs the BBG’s global media research program, with quantitative and qualitative studies in some 70 countries and an annual budget of $10 million. The program is one of the most comprehensive media research efforts in the world. Sherman holds a bachelor’s degree in political science from the University of Florida and a master’s degree in liberal arts from St. John’s College.
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Chris Stewart
Partner, Gallup
Betsy Henderson
Director of Research, Training and Evaluation, Radio Free Asia
Rajesh Srinivasan
Regional Research Director, Asia and Middle East, Gallup

United States Agency for Global Media

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