In the rapidly evolving digital era, journalism in Vietnam is undergoing a profound transformation, driven by technological advancements and changing audience behaviors. This shift is vividly illustrated by the pioneering efforts of Ca Mau newspaper, which is embracing multimedia and multi-platform strategies to maintain relevance and attract readers in an increasingly competitive information landscape.
Ca Mau newspaper has recognized that traditional journalism alone no longer suffices in a world where digital consumption dominates. On September 8, 2023, the outlet launched a revamped online platform at https://www.baocamau.vn, featuring a fresh interface equipped with customizable tools that enable innovative journalistic formats such as Media, Megastory, Longform, and Podcast. These formats integrate text, images, audio, video, and infographics, providing readers with a rich, immersive experience that engages multiple senses.
Beyond its website, Ca Mau actively disseminates content across social media platforms including Facebook Fanpage, YouTube, and TikTok, ensuring accessibility on all smart devices connected to the internet. This multi-platform approach extends the newspaper’s reach, particularly appealing to younger generations who prefer quick, diverse channels for news consumption.
The strategic pivot to multimedia journalism is not just about content creation but also about distribution. By expanding into mobile applications and various digital platforms, Ca Mau broadens its audience base and opens new avenues for advertising and promotion. The newspaper’s content, highlighting the people, culture, and developmental potential of Ca Mau province, now resonates on a global scale.
In line with this transformation, Ca Mau’s editorial team has invested heavily in training. Editors and reporters are equipped with a broad skill set that includes concise writing tailored to different platforms, photography, videography, video and photo editing, graphic design for infographics, social media management, search engine optimization (SEO), and even proficiency in artificial intelligence tools like ChatGPT to enhance content planning, writing, and workflow management.
This comprehensive training ensures that the newsroom can produce high-quality, multimedia content that meets the demands of today’s information consumers. The newspaper has set ambitious goals: by 2025, at least 50% of its electronic content will be multimedia, increasing to 100% by 2028. Moreover, all Ca Mau newspaper content across platforms has been digitized, and the outlet achieved a “Good” rating in the national digital transformation maturity assessment in 2024, ranking 14th nationwide and the highest in the Mekong Delta region.
Ca Mau’s success reflects a broader shift in Vietnamese journalism, where digital transformation is both a challenge and an opportunity. At the National Press Festival 2025, Hanoi Radio and Television was awarded a C Prize for impressive journalism products, underscoring the industry’s commitment to innovation. The festival showcased nearly 130 exhibits from over 80 press agencies, highlighting the integration of AI, virtual reality (VR), and augmented reality (AR) in journalism, signaling the sector’s determination to keep pace with global technological advances.
Globally, journalism is experiencing similar trends. Multi-platform journalism is becoming standard as news agencies expand beyond traditional print to electronic newspapers, social media, podcasts, and mobile apps. Content personalization, driven by AI and data analytics, is revolutionizing how news is delivered. For instance, the BBC is developing AI-powered projects that analyze reader behavior and preferences to provide tailored content, enhancing user experience and engagement.
Leading American news organizations are also leveraging AI. The Washington Post employs the Heliograf AI tool to automate reporting on sports and elections, improving efficiency and accuracy. Associated Press uses Radar, an AI system that gathers data and generates articles on finance and sports. Reuters utilizes Lynx Insight to assist reporters with data analysis and story ideation, boosting content quality and relevance.
These technological applications illustrate how AI aids journalists rather than replaces them, augmenting their capabilities and enabling them to focus on deeper analysis and storytelling. However, experts emphasize that technology must complement, not supplant, the core values of journalism: ethics, truth, objectivity, critical thinking, social responsibility, and language proficiency.
In Vietnam, the training of journalism students is adapting to these realities. At Da Nang University of Education, for example, the curriculum is being revised to emphasize digital literacy, foreign language skills, and mastery of AI tools. Students are encouraged to develop multimedia thinking and produce content for multiple platforms, including print, online, and social media. Educators stress the importance of balancing technological skills with ethical grounding and a commitment to public service.
Veteran journalists recall a different era when reporting was driven by passion and integrity rather than by key performance indicators (KPIs) such as views or advertising revenue. Journalist Pham Duc Trong reminisces about the early 2000s, considered the golden age of investigative journalism in Vietnam, when reporters braved dangers and personal sacrifices to expose corruption and social injustices. This period produced iconic investigative works that held nearly 100 officials accountable in major cases like the 327 Bau Ra scandal.
However, the rise of social media and digital advertising shifted the media landscape. Sensationalism and click-driven content gained prominence, often at the expense of in-depth investigative journalism. Some outlets blurred lines between editorial content and advertising, leading to ethical concerns and even legal repercussions, as illustrated by the “Golden Broom” scandal in Thai Binh, where dozens of journalists and officials were prosecuted for extortion.
This commercialization and pressure to meet KPIs have led to a diaspora of experienced journalists, many of whom transitioned to corporate communications or academia. Yet, ongoing administrative reforms and the national digital transformation agenda offer hope for revitalizing the press. The 2017 Resolution 18-NQ/TW and the revised Press Law aim to streamline media organizations, clarify media types, prevent “magazine-ization” of newspapers, and support the establishment of media conglomerates operating under enterprise financial mechanisms.
Minister of Information and Communications Nguyen Manh Hung highlighted that out of more than 880 press agencies, only about 20 major ones influence the majority of national media, underscoring the need for consolidation to enhance professionalism and impact. With Vietnam’s goal of adding one million enterprises by 2030, a less fragmented media landscape could better serve businesses and the public alike.
Despite the challenges, the Vietnamese press is embracing digital innovation and ethical standards to reclaim its role as a trusted public informant. Journalists are learning to harness AI and multimedia tools while upholding the profession’s core principles. The journey is arduous, marked by sacrifices and adaptations, but the vision is clear: a modern, professional, and community-oriented journalism that thrives in the digital age.
