<![CDATA[Given the strong development of technology, the trends and psychology of the audience of different media have been changing drastically. The same goes for the radio audience in Vietnam, as they no longer sit for hours listening to pre-recorded radio programs (passive listening), but are switching to listening to programs anytime, anywhere, and through digital devices and platforms. To clarify the habits, tastes, and trends of radio listening in Vietnam today, we have conducted a "Survey of the audience of main radio channels of the Voice of Vietnam (VOV)" in 8 provinces/cities: Hanoi, Son La, Thai Nguyen, Da Nang, Dak Lak, Ho Chi Minh City, Can Tho and Ben Tre during the last 6 months of 2020. The survey results are an assessment report. This was the first in-depth assessment of the audience of major radio channels of the Voice of Vietnam, which was deployed on a large scale, representing all regions nationwide. The research team used mixed methods such methods as conducting questionnaire surveys, interviews, and case study observation. The researcher was conducting a systematic process to get the answer and solution to certain problems or questions logically, which is called research. In this part, the researcher employed research design descriptive qualitative to analyze and to describe the changes among the radio audience in Vietnam, and propose some solutions to radio stations in Vietnam so that they can innovate their contents and distribution processes to best meet the needs of their audience byintroducing the survey results (with comparisons with those of previous studies) to show the changes among the radio audience in Vietnam, and propose some solutions to radio stations in Vietnam so that they can innovate their contents and distribution processes to best meet the needs of their audience. Descriptive qualitative research is a method of research that is aimed to get naturally understanding about a particular phenomenon of human behavior or social setting and to describe the fact and characteristics of the object or subject systematically and accurately without seeking any relation among variables or linkage among different elements (Ary, 2000; Sugiyono, 2010).]]>
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