Digital transformation in culture and art programs

Thursday, 14/10/2021, 20:02 [GMT+7]

Digital transformation in culture and art programs

The impacts of COVID-19 pandemic have made cultural industry to turn to digital platforms. However, it is not easy to attract the interest of viewers.
 
Dealing with situation
 
Since the end of April, the broke out of COVID-19 has forced the suspension and cancellation of many cultural and music festivals and activities in Khanh Hoa Province to ensure the health and safety of the community. Many cultural activities have taken place with limited number of participants. Some festivals have been organized with ritual acts and without festive acts. In order to improve and deal with the situation, the units have tried to find appropriate ways to maintain activities. 
 
The province’s cultural sector has cooperated with Khanh Hoa Radio and Television to film and broadcast cultural and art programs, which had been prepared but haven’t been screened, on TV and social networking sites. The provincial Department of Culture and Sports has also directed Hai Dang Song and Dance Troupe to form a music team with 21 singers and actors to perform at field hospitals and concentrated quarantine areas to cheer up the spirit and encourage patients, medical staff, and doctors on the front lines against COVID-19 pandemic.
 
 
 
Hai Dang Song and Dance Troupe performing at quarantine place
Hai Dang Song and Dance Troupe performing at quarantine place
 
 
Difficulties in implementation
 
For months, many theaters and art groups across the country have screened their programs on-line. The participation of some well-known artists has helped to attract the attention of viewers. However, this is just a trial solution in this difficult time. Although these programs were widely introduced in the media, the number of viewers and response haven’t met the expectation. It is not easy to capture the attention of the public and make them to feel interest in online local music and art programs.
 
The provincial art units such as the Traditional Art Theater, Hai Dang Song and Dance Troupe or the Cinema and Culture Center all have their own fanpages or YouTube accounts. However, these units have just posted information about the time, venues, or some of their performances. These content haven’t captured the interest of viewers; the rating hasn’t been as high as expected. “Attracting viewers is still a difficulty,” said Tran Duc Ha, head of Hai Dang Song and Dance Troupe.
 
The content of the programs on the fanpages and YouTube of the art units in Khanh Hoa haven’t attractive and interesting enough to draw the attention of viewers. Besides, people have got used to watch game shows and entertainment programs on the internet. Meanwhile, they have been unfamiliar with watching art programs on-line. In order to attract viewers, the art units should prepare and invest in online programs and shows, and develop their own development direction to suit the taste of viewers and new situations. 
 
Giang Đinh
Translated by H.N