Television and culture in putin"s russia: remote control

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From Umbala to 360Live, Vietnam’s giải pháp công nghệ platforms have sầu failed to lớn compete with foreign rivals such as Tik Tok và Bigo Live sầu.

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When Facebook set foot in Vietnam giới, Vietnam’s social networks were already here, but then had lớn leave some months later. The same occurred when YouTube & Tik Tok came to lớn Vietnam giới.

Vietnamese competitors have sầu been defeated right in their home market, though they enjoy many advantages.

However, the competition between foreign rivals và Vietnamese competitors is unequal because of the former’s powerful financial capabilities và the latter’s laông chồng of capital.

When streaming appeared in Vietnam giới, ccTalk, which later changed its name khổng lồ TalkTV, developed by VNG, had been dominating the market for a long time.

It created the first ‘online idols’ in Vietphái nam, i.e. those who sing & dance to get donations from viewers. TalkTV was the ‘launching pad’ for ViruSs, PewPew và other famous streamers, and helped create the ‘Happy Polla fever’ in Vietphái mạnh.

Regrettably, the platform could not retain the idols and streamers amid the wave sầu from Bigo Live, Nimo TV & Nonolive. Finally, it had to lớn shut down in late 2018.

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From Umbala lớn 360Live sầu, Vietnam’s technology platforms have sầu failed khổng lồ compete with foreign rivals such as Tik Tok and Bigo Live sầu.

The effort khổng lồ change and renovate the sản phẩm with 360Live sầu could not bring success and the platform also had lớn stop operation.

VNG, the developer of the platforms, never made public the figures related to lớn these products. However, analysts estimate that in the golden days, TalkTV attracted 100,000 concurrent viewers (CCU), according to lớn former product director La Xuan Thang.

As for Umbala, CEO Nguyen Minc Thao said Tik Tok, the svào rival, used its money to crush Umbala. The foreign platsize scrambled to lớn hire personnel from Umbala, offering salaries five sầu times higher, và enticed content producers khổng lồ create content for Tik Tok at the price of VND200,000 for every đoạn Clip.

ByteDance, the holding company of Tik Tok, even spent $1 billion to lớn take over the US-based Musical.ly in 2017.

Meanwhile, Bigo Live, Nimo TV & Nonolive sầu all received millions of dollars worth of investments to lớn conquer the Southeast Asian markets.

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Bigo Live sầu was bought by Chinese YY.com in 2019. Both Nonolive và Nimo TV belonged to the two Chinese largest live-streaming platforms – Douyu và Huya. The biggest shareholder is the giant Tencent.


Analysts say that the comtháng characteristic of foreign platforms is powerful financial capability, which draws Vietnamese idols & streamers who cannot resist the lucrative offers from them.

Linh Ngoc Dam, a well known streamer & bạn, revealed that she was offered $trăng tròn,000 a month lớn work for Nonolive sầu in 2018. And Dam is not the best paid streamer in Vietphái nam.

The lachồng of capital not only affects the expansion capability of Vietnamese platforms, but also weakens the ability khổng lồ maintain and develop internal products.

Users complained about lags with ccTalk, or TalkTV, after updates. The limited load capathành phố of the VPS & bandwidth was a big barrier, & not as stable as Facebook & YouTube.

The record set for livestreaming on Facebook Gaming in Vietnam giới was 137,000 CCU, made by Nam Blue in August 20đôi mươi.

YouTube phối a new record of 242,000 CCU by Do Mixi. As for TalkTV, its highest record was 30,000 CCU at the showmatch between QTV và SofM in 2015.

Most recently, Rap Viet scored a record in number of TV viewers with 700,000 CCU at a gameshow on YouTube.

Football matches of the Vietnamese U-23 national soccer team have sầu also attracted a record high number of millions of viewers on YouTube & Facebook.

Recently, Vietnamese social networks such as Gapo and Lotus have sầu tried khổng lồ invite celebrities lớn livestreams lớn attract more viewers. However, they are facing the same problem as TalkTV did in the past.

Both VNG & Umbala could not answer 6struyenky.vn’s question about why Vietnamese platforms always face difficulties in the trang chủ market. If no answer can be found, it will be difficult lớn beat emerging rivals like Tik Tok, và even more difficult to lớn fight ‘veterans’ like YouTube và Facebook. 

Phuong Nguyen


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Chuyên mục: Tin Tức

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