[BSI Case Study] Vietnamese family home - A warm corner between a lively TV show

Shows that make a big impact on social networks are often highly entertaining, providing many explosive moments for viewers. Typical can be mentioned the two shows Brother Sick Hi and Brother Who Crossed the Storm that took a storm during the summer of 2024, in addition to other youthful shows such as 2 Days 1 Night, Paradise Island, You Wanna Date, etc. In this context, despite not being too explosive in terms of the amount of discussion, the Vietnamese Family Home House is regularly featured in the BSI Top10 Shows ranking. What drew viewers to this show?

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1. Positive content, creating empathy with users

Vietnamese Family Home is a reality television program broadcast on HTV channel since 2020, with the goal of initially supporting struggling families after the pandemic, then expanding to families with other disadvantaged backgrounds. For four consecutive months (from June 2024 to September 2024), the program achieved an absolute sentiment score (Sentiment Score = 1.0) — an achievement that many other programs struggle to achieve. So, how would a show with 100% positivity be discussed by the audience? Observing in more detail, Buzzmetrics found that the audience had four main directions of discussion:

(1) Share your own experience: Episode 94 tells the story of Hoang Anh Quang, whose father died early, was abandoned by his mother, and was taken care of by his grandmother. I cherished the 5-year-old briefcase that my father bought for the new school year as a way to remember him.

From the story of baby Hoang Anh Quang, many viewers were not moved but shared similar experiences. A TikTok account called Thanh Huyen said, “When my son divorced his daughter-in-law, he wrote a petition to raise a child. A sixth grader and a third grader. It turns out that a company outside Bac Ninh has a boyfriend out there. Now the first grandchild has 13 grandchildren in 6th grade. I'm in 6th grade.”

(2) Send encouragement to the struggling family: The children who participated in the program had to face the waves of life very early on, so the way they responded to the interview also reflected patience and patience.

Episode 95 of the program brings the story of the brother Hoang Van Manh (11 years old), a Tay ethnic. My father died early, I lived with my sister Hoang Thi Mai (1985) - the mother was born deaf, so she only farmed on one pole of the family's field. Standing in front of the television camera, I was a translator for my mother, saying that I had grown up, could take care of her. When they learned that Meng Nhi went to school because she was afraid that her mother could not afford to support her, many users had to exclaim: “There are children who understand this heartbreaking.”

(3) Expressing a desire to support difficult situations:Episode 89 tells the story of Tran Bao Ngoc Duy, who is in 6th grade in Yen Bai. My father died in an accident in 2018, and his mother left three months later. I live with my grandparents and three little brothers. Duy's grandfather had to pick corn every day for a meager sum of 25,000 VND per ton of corn to cover his family life.

A TikTok account called Dong Hoang commented: “I would like to ask for the exact address I had in Yen Bai at the beginning of July, I would like to send my grandparents and grandchildren some gifts.” Another TikTok account, Haan Mai Anh, asked: “How do you want to support the kids a little?”

Duy's, Quang's, Manh's stories are just three of the hundreds of stories told in the Vietnamese Family Home. Each episode, each story attracts thousands of comments of sympathy, gratitude, and sharing. It can be said that the show is completely covered with positive colors and empathy from the side of the audience.

Besides, there are comments. (4) Thank you to the sponsor, host and guests: Sun Hoa Sen has accompanied many meaningful programs such as Love Leaves or Beyond Yourself. Therefore, it is not too difficult to come across comments expressing gratitude to Hoa Sen Group for funding the Vietnamese Family Home. Famous people who accepted to participate in the program such as Duc Phuc - Duong Hoang Yen (episode 95) or Phuong Anh Dao - Quoc Thuan (episode 87) were also praised by the audience for their simplicity, material and spiritual contribution to families.

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‍2. Rich channel system, maintaining the discussion of the program

According to Buzzmetrics observations, the program maintains a relatively stable volume of discussions from month to month. In October 2024, the program for the first time surpassed the mark of more than 110 thousand discussions with the sad story of three orphans both parents, which caused the brother to drop out of school to give the opportunity to his adopted sister's dream of becoming a teacher. Although lower than the other months, May 2024 generated 31,438 discussions. To do this, it is necessary to mention the system of almost 20 communication channels of non-stop work of the program organizer.

Brand-owned channels such as Vietnamese Family Home, Artists of the Public, Leading the Source of Happiness, etc., generated 522,727 discussions, accounting for 72% of the total discussion of the program during the research period. Mainly the posts will record touching moments from the participants of the show and announce the timetable for upcoming episodes.

The remaining amount of discussion came mainly from:

(1) Local community pages: They are channels that not only contribute to the dissemination of the brand's content, but also coordinate the search for difficult circumstances to participate in the program.

(2) Pages of the Armed Forces:Be viewers who know the program and directly support difficult cases. They will record their own journey of support and help.

(3) Celebrity related pages:Includes celebrity pages, celebrity news pages, and celebrity fanclubs.

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CONCLUSION

From the perspective of Social Listening research, referring to the Vietnamese Family Home, we can mention two prominent factors:

(1) Humane message that creates a positive connection with the audience: The show focuses on being “for the community” rather than “entertaining”, so there is almost no controversy among viewers. Everyone is focused on the difficult journey of the characters. Thanks to this, Sentiment ScoreThe program has always been at the top for months.

(2) Efficient media network: The program has about 15 channels owned by the brand, regularly posting to maintain interaction. Discussions each month of the show largely come from these channels. In addition, local pages, celebrities as well as artists also contribute part of the discussion to the program.

The combination of the above two factors helped “Vietnamese Family Home” maintain a stable position in the BSI Top10 Shows monthly ranking - a remarkable achievement for a community program.