VOV's strong tradition in news provides foundation for podcast development

Davies said radio is shifting from a traditional broadcasting medium to a broader audio ecosystem in which podcasts, audiobooks and other forms of digital audio content coexist.

Dealing with changes in audience consumption habits, he said radio no longer exists as a standalone system. Alongside traditional broadcasting, audiences are increasingly turning to podcasts, audiobooks and other forms of audio content. Younger people, in particular, are listening to podcasts more than ever and no longer consume radio in the way previous generations did, while older listeners continue to maintain their radio listening habits. As a result, radio has evolved from a single broadcasting system into a more diverse audio ecosystem, he said.

According to the ABU's Head of Radio, broadcasters need to clearly define the function of each type of content if they are to continue attracting younger people. They need to determine which audiences are best served by radio, podcasts, audiobooks and other audio formats, and how these formats can complement one another.

He said relying solely on traditional radio will make it increasingly difficult to reach younger people. Broadcasters should therefore develop podcasts to expand their audience base while continuing to serve and retain their existing radio listeners. The key, he stressed, is not choosing between radio and podcasts but integrating different formats into a single content strategy.

Davies described the rise of podcasts, particularly among younger people, as the most significant trend in broadcasting across the Asia-Pacific region. As a result, an increasing number of long-established broadcasters are investing more heavily in the format.

At the same time, they must continue producing traditional radio programmes because they cannot afford to lose their existing listeners. Radio is not losing its place but is changing, he went on.

 That is why broadcasters are placing greater emphasis on podcasts, digital content and social media to reach people that traditional radio has yet to engage.

Commenting on VOV's prospects in the digital era, Davies pointed out that the  national broadcaster has many strengths that will help it adapt. He noted that VOV has a strong tradition in news, feature reporting and, in particular, radio documentaries, providing an important foundation for podcast development.

VOV should further study the differences in structure, narrative pace, presentation style and listening habits between radio and podcasts. While the two formats share many similarities, they also differ in important ways. If VOV adapts well to those characteristics, it will be in a strong position in the future, he continued.

Looking ahead to VOV's role in the region, Davies recalled attending Vietnam's 2026 National Radio Festival,  highlighting it as one of the most memorable experiences of his career. Although he has attended many conferences around the world, he said he had never seen another event quite like it. The atmosphere at the festival demonstrated VOV's passion for, and investment in, radio, audio and podcasting, he added.

Davies said VOV's challenge in the coming years will be to maintain its traditional radio services while accelerating its shift towards podcasts to reach and engage younger people. The key challenge, he emphasized, is ensuring sufficient resources for radio while creating additional resources for podcast development. With its existing strengths, however, VOV has the foundation needed to meet that challenge.

Speaking about cooperation between VOV and the ABU, Davies expressed hope that a podcast co-production project will  be established within the ABU framework in the future. He noted that VOV has shown strong interest in participating, making it a practical avenue for future cooperation.

Davies added that he had previously taken part in training programmes for VOV staff in Hanoi and Ho Chi Minh City and hoped to see more opportunities for training, professional exchanges and experience sharing. Maintaining regular dialogue, jointly identifying opportunities and determining where the ABU can best support VOV will be key to strengthening cooperation, he said.

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