THE investment in infrastructure has included placement of additional submarine cables due to increased traffic through the international telecom network. With new infrastructure in place, in 2006 the national government granted cable TV service providers permission to launch broadband internet services. Hanoi TV and Broadcast Service and Saigontourist Cable TV were soon followed by Vietnam Cable TV Technology Centre (VCTV) and HCM City TV. But the expansion has not been without its problems. TV providers often face the problem of insufficient quality programming. Cable TV subscribers may have access to dozens of channels, but programme shortages continue. Conflict flared between SCTV and HTVC over HTVC’s broadcasting of sports channels – ESPN and Star Sports. SCTV had claimed it had exclusive rights to broadcast via a US$500,000 agreement with the Singapore-based network. The main demand, as reports noted, was for Vietnam “to develop syndicated programming where content providers were not necessarily service providers”. By being able to sell programmes to several TV stations, content providers could then invest in good programming and attract viewers as well as advertisers. In turn, cable TV companies would then compete on pricing, services and technical quality. Vietnam’s industry is still evolving. A conservative policy to foreign entrants is maintaining the status quo, says Ralf Mattheas, managing director of TNS Vietnam. New local entrants include terrestrial digital broadcaster VTC, raising the number of TV stations in the country to 69. The introduction of VTV 9 in south Vietnam also reflects a recognition of the cultural differences within the country. One of the beneficiaries from the industry’s expansion has been the advertising industry. The almost 100 channels to select from nationally, have provided a major boost in the growth of the advertising industry now with an estimated turnover of around $1 billion. Overall, in terms of viewer popularity, TNS Vietnam, based on research from January to April 2008, ranked soap operas ahead of news and then entertainment – largely games and talks shows. This was in turn followed by documentaries and general interest programming. The trend in advertising spending followed. The shares of advertising followed with 42 percent spent on soap operas, followed by entertainment (29 percent), general interest (12 percent) and news (6.0 percent). Both Vietnam Television (VTV) and HCM Television (HTV) also offer a single-price policy for both foreign and local advertising agencies, while declines in Internet fees have led to Internet services becoming increasingly popular triggering an increase in competition. VTV has been directly placing programmes from VTV 3 and VTV 4 online over recent years. One foreign partner to have had some success in Vietnam – and Indochina generally – has been the Thai-based Kantana Group. In 2006, VTV reached an agreement with Kantana to create shows, including a successful programme, Tam Sao That Ban (Lost in Translation). The programme came about during a period of intensifying competition in the TV industry. But it also reflected a new policy to allow TV stations to have a role in encouraging all economic and social sectors to contribute to programming. Over recent years, especially since 2006 – stations such as HCM City Television (HTV) and Dong Nai Television Station, looked to boost cooperation with private companies to produce programmes of higher quality. The outreach to foreign programming came with plans by German TV station, EuroNews to expand its distribution in Asia by broadcasting on Vietnamese multimedia corporations ADSL and digital terrestrial station starting from 1 June. Under the distribution agreement the European news channel would access more than two million homes in Vietnam. “We hope to forge strong links for the future, bringing Europeans and international perspectives on world events to our Vietnamese viewers,” EuroNews chairman and chief executive officer, Philippe Cayla said in May. Higher quality programming standards were reflected in the 2007 National Television Festival indicated Vietnamese TV was heading in a new direction. Among the success stories featured included the Hanoi-based Vietnam Film Center (VFC) with a 22 episode series, Chay An (Buying Justice) dealing with the sensitive issue of corruption, economic crime and drug addiction. Also highlighted was the increasing originality shown by producers in remote areas such as Binh Phuoc, Vinh Long, and Bac Lieu. The Festival’s success was reflected by the fact there were 703 entries from 90 TV stations and film companies. Among the submissions included documentaries, news reels, TV series, games shows and music programmes. Emerging producers said they were looking to other regional styles including from Korea, as a model for TV dramas. John Galvin, a director with Bangkok-based post production house, Oriental Post, says demand for work in Vietnam has been “pretty strong. It is a growing, emerging market,” Galvin told TV Asia Plus. He said there appeared to be a great “hunger” for knowledge in Vietnam and for development. “Vietnam has a good sized population with people keen to catch-up. I see that as a matter of course as a developing nation heading in an upward direction,” he said. Oriental Post, thanks to the rising demand in Vietnam, is looking to develop a branch in the country in the near future”. But challenges remain. Animation is one area where there is strong local demand but a shortage of local product, and as a result a reliance on foreign made production. Vietnamese animators believe that with the country’s young growing population there is an ‘untapped market for cartoons’. In 2007 VFC’s Animated Cartoon Studio announced it was working on a 100 episode cartoon entitled Chiec Gieng Thoi Gian (The Well of Time) chronicling the country’s history. Production houses are expected to continue targeting the youth market. This was evident earlier this year when HCM City Television Film Studio reported it was looking to produce programmes for the youth market. Others to enter the youth market have included FPT Media and Vimax Film Co with programmes for Vietnam Television (VTV). The HCM City Film Studio was also looking to produce a 30 episode kung fu series.