INTRODUCTION
1. The imperative need of the subject
In terms of scientific comprehension: Media group remains a new issue in our country. The awareness of this model of the public and those operating in communication, journalism and journalism management is still limited, especially the internal contents of the model.
In terms of practice: Although the building of communication groups in our country is a practical need and a strategic development trend of the country’s communication sector, we face a wide range of difficulties due to the lack of precedents and experience. Proceeding from that need, the thesis selects the subject: “Building media groups in Vietnam”.
2. The objectives, tasks and scope of the thesis research
The objectives of the thesis research are to build a theoretical framework on the path of formation and to outline a number of suitable organization and management models for media groups in our country on the basis of systematizing a number of theories and practical experience in the world; and make scientific foundations and recommendations in order to build and effectively operate media groups in Vietnam. To reach these targets, within the scope of the thesis, the author defines research tasks as follows:
- Setting up basic systems concepts related to research problems; history and development of media groups. Clear up theoretical and practical foundations for the necessity to build media groups in our country in the present stage;
- Generalize a number of models of basic media groups in the world and forecast advantages and disadvantages while applying them in Vietnam;
-Analyze the basis of opinion, the policy; legal basis; economic conditions; basis of the actual potential of the media in Vietnam (surveying some media agencies in Vietnam manh activist group model), which clarifies the issues raised for the establishment and operation of the media conglomerate in Vietnam;
- Initially outline a number of models of suitable media groups in our country; make recommendations to create a scientific environment for the media group is established and operating in Vietnam.
3. The objects and scope of the thesis
The survey object of the thesis is the model of media groups in general. The research object of the thesis is the building of models of media groups in Vietnam, a more narrow attribute included in the survey object.
The limit of time and space: Research the construction media groups in Vietnam in the current period, based on the reference form the whole history and development of media group in the world, survey research and communications agencies information primarily in Vietnam since 2005, when the policy on construction media group in Vietnam was first mentioned.
Space research: Media group is interpreted to mean that the role of journalism core, according to choice of three survey models typify the world and 5 press agencies in the country with strong forces, according activists group model or formal route into the group.
4. The theoretical foundation and research methods
Methodology: based on historical materialism; the principle of development of materialistic dialectics; Marx’s theoretical points on capitalist accumulation. The research also takes the Party’s viewpoints and policies on encouraging and permitting the establishment of communication groups as a foundation. In addition, the thesis also uses a number of theories on communication, media groups on the world and in domestic as a basis for research.
The general research method: based on the principled foundation of dialectical logics, the thesis uses a number of general research methods such as: analysis – generalization; logic – history, induction – deduction, modelization – generalization.
The specific research method: The specific method used in the thesis is analyzing documents, experimental research, intensive interviews and group discussions.
5. New scientific contributions of the thesis
The thesis studies a very new phenomenon, in terms of both theory and practice, of Vietnam, therefore it has a lot of new interpretations and scientific findings.
- Thesis a proof of concept media group, based on analysis of the inner contents of important concepts in direct service to the research question. Make scientific foundations for the necessity to set up media groups in our country.
- The thesis generalizes a number of media group models in the world, makes objective assessments on Vietnam’s leading communication agencies from a new angle – the angle of media groups. Analysis and raised the issues raised need to remove media conglomerates can form and operate, in terms of Vietnam.
- The thesis criteria draw media group, is a scientific basis for the designs and initially outlines two models of media groups that are suitable to Vietnam’s reality. The thesis recommends the addition of defects on the basis of lack of perspective, the Party's policies, legal basis, the basis of the potential of the media, economic conditions, especially the reform mechanisms proposed financial and economic activities of the communication agencies.
6. The theoretical and practical significance of the thesis
In terms of theory: Consensus awareness and additional part in the blanks media studies theory of media group and the side close to the problem. Summarizations this reasoning can serve useful for the development of major press agencies, for leadership - management, policy journalism, scientific organization - managersthe media and related scientific research… In terms of practice: Contributing to the realization of media group model in practice in Vietnam.
7. A number of scientific suppositions
- The building of groups is indispensable in the development process of the communication industry of our country.
- Media groups have both advantages and disadvantages. It is necessary to recognize this fact in order to adopt suitable solutions in the building process.
- It is essential to learn about experience, but there is no common model of media group for all nations as they have different features in terms of politics, economy, culture and law. The building of media groups in Vietnam must be based on our country’s specific conditions, with not only one development model but also different models.
- It is impossible to build media groups in reality if there is no a suitable environment in terms of economics and society, especially mechanisms, policies and legal systems for groups to operate.
8. The structure of the thesis
Apart from the introduction, overview of research projects and conclusion, the content of the thesis includes four chapters and 15 sub-sections.
OVERVIEW OF RESEARCH PROJECTS
1. Domestic research projects
The intensive research on media group density appears not many in the country, by the media group is a new issue, not precedent in Vietnam, so the lack of factual basis for the model. On the other hand, it is also difficult research problems, with diverse internal functions, which requires generalization, contact, draw quite sophisticated.
2. Foreign research projects
Resources as a foreign language studies of media group quite rich in content, perspective, angle of approach. However, inside the rich, the problem is mentioned a lot, but there are other important issues (reviewed in the scope of the author's research) mentioned limitations, due to model on the birth and development of hundreds of years in Western countries should have stabilized, the recent research on the organization and management model not occupy the leading position. Instead, the study was to analyze individual aspects involved. Study of foreign authors translated into English related to media group much new supply stop at the statistics, indirectly mentioned, that from the beginning there is no purpose in-depth analysis of the contents of the model.
In summary, the study of media group in Vietnam is still a very new problem. Restrictions on the difficulties caused to the author. On the other hand, also create opportunities for the writer to avoid the path before and set the stage for new discoveries. After the continuous upgrade and update, supplement and complete their studies before it can be said for now, this is still a face to face and study the first comprehensive media groups information of Vietnam.
Chapter 1
THEORETICAL AND PRACTICAL FOUNDATION ABOUT MEDIA GROUPS
1.1. System of concepts
1.1.1. Business group
The growth of media group is not beyond the development of business groups, a model for the organization - management process is the product of concentration and capital accumulation, an economic entity exists based on a set of companies operating in the same or not the field, there are bound to each other on legal, economic benefits, finance and administration.
1.1.2. The media
The media is a system of channels and tools to store, transmit information and data. In the media, then press the center of the mass media.
1.1.3. Media group
Media group is a consortium including companies operating in one or more sectors of the communications sector, which typically has a core journalism. The group consists of a parent company is the kernel, is the focal role of internal links and corporate leaders in power, govern its subsidiaries on a common ideological orientation, operational strategy, finance. The operating subsidiary is quite independent of the parent company and complementary relations with each other on many levels through the links, the course force on principles and objectives, economic benefits, technical infrastructure, mining and resource sharing, market ... with the aim to strengthen, effective information and political status - social and economic efficiency of the entire corporation.
1.2. History of the formation and development of media groups
The model media group has a rich history of more than a century, with the advantages of their Vietnamese, this is a model for the organization - management agencies - the modern corporate media, have played important contribution to the development of the world media..
1.3. Reasons of the formation, development and forms of media groups
1.3.1. Reasons of the formation, development
Group communication indispensable born from the economic development of productive forces; competition in communication; the appearance of popular press and development of news agencies; globalization.
1.3.2. Forms of media groups
Based on the ownership: group of private ownership and group owned by the state. Based on the specialization: group single property owned by an individual and the group has owning two or more owners. Based on the nature of specialization: group in a narrow specialization in journalism and nuclear conglomerate operating in various fields of communication, non-communication. Based on the scope of operation: group operates mainly within a national and multinational corporations. Based on the type of link: vertical Integration, horizontal integration corporations, group links-style mixed vertical and horizontal, group links-style conglomerate.
1.3.3. Referring to the link level and form of expression
According to this classification, media conglomerates can be arranged relative order, the level of development: league, syndicate, cartel, consortium, trust, concern, conglomerate.
1.4. The necessity to build communication groups in our country at the present stage
1.4.1. Media group launched the internal needs of objective media’ Vietnam and development trend of the Vietnam media agency
For the Vietnam's media: Despite these big progress, but compared to the region and the world, so traditional Vietnam now has the size, strength, competitiveness limited. The Vietnam’s media need the large media conglomerates, was leading but glue should stimulate all developed communication, and have the ability to compete with the outside. Media group came into being as a contributing factor finishes but still Easily Accessible missing and the love of our tradition as institutional, conditions, environmental journalism, organizational models, press agencies,strategic planning...
For the Vietnam media agency: Productive forces of the press agencies of Vietnam, including leading media agencies, is limited in comparison with the region and the world. Besides, in terms of organizational models, most of the agency's press Vietnam did not reach modern organizational model, retaining the old organizational model with efficient management method is not high. When developed to a certain level, the organizational model will conflict with the new productive forces, hampers the development. History should include more manhood verify, the group remains the optimal model, is the inevitable development and the highest in the media corporate organizational science. Take advantage of modern organizational model (and avoid all the disadvantages of the model above) was the opportunity for the press agencies of Viet Nam, with the advantages of going back, can learn to develop.
1.4.2. Media group - efficient pattern matching between political interests - social and economic benefits
Media groups potential will be taking effective political tasks, as well as implement public tasks in the field of communication than the press agencies limited potential. Media group with essentially economic groups is also appropriate model to exploit the media economic activities of each press agencies the cumulative expenditures create resources development and broader our country's media industry which many potential but exploitation inadequate.
Media group model also ensure harmonized implementation of the tasks of socio-political and economic media activities of the press agencies, from within its organizational model with organizational structure separation and professionalization of two parts content and media economics, with relative independence in relation to complement each other, in which socio-political tasks, plays a key role, economic activity created media platforms and material resources to serve the socio-political tasks done better. Socio-political interests and economic interests are two sides agreed within this model. Regulatory harmony between the two on the benefits guaranteed by the constraints from outside of the law, the management mechanism of the governing body, the principle of Party leadership for press agencies…
1.4.3. Media group - Models should support Vietnamese media should adapt to modern media of the world and the new development trend of the age
The establishment media group is not universal keys can change the whole of the Vietnam's media, in an early, one-way. However development model above, would certainly be an important factor promoting the Vietnam's media start in, adapt to mainstream development trend of the world's media, online lag, as: Media convergence trend, integrated media - information technology - telecommunications, media technology... On the other hand, this media group will also be proactive and realize the opportunities, as well as insufficient resistance to the risk due to other new development trend of the age bring, such as: Timeglobalization - the information age; era of science and technology; era of class struggle and national struggle took place intense, complex, a new form of expression, emerged as the ideological strugglepolitics ...
Chapter 2
REFERENCE MODEL SOME MEDIA GROUP IN THE WORLD AND FORECAST WHEN APPLYING IN VIETNAM
2.1. Theoretical foundations for the division viewpoint
The thesis does not reference the media group the world in how each group or listed by geographical region, country, based on surveys that many corporations in particular, generalized into the tissues typical group, with the structure and function of its constituent. The generalized model based on sectors and types of activities, linked to the level identifier. However, with each model, to bring the overview, overarching thesis and analysis are many other inner characteristics. Through the reference, indicating the similarities and differences in background characteristics of the media world together with Vietnam and, in association with specific economic conditions - political - of the different social each country, then the favorable prognosis, difficulties, problems are posed settlement requires the application of the model media group in conditions of Vietnam
2.2. Generalization a model of media conglomerates in the world
2.2.1. Multisectoral, multidisciplinary, large-scale, mixed link media groups
The path of formation: The growth process itself through long-term accumulation and trading, mergers - major mode.
The ownership and way of association, business strategies: Multi-ownership structure and internationalization in the ownership structure, in addition to the family-owned and state ownership. Large-scale cross-links form another very diverse. Expansion strategy, acquisitions, market access, flexibility, associated with diversified businesses, started fast with the technology import.
The organizational structures: The organizational structure - management in different forms is very diverse, but more internal management structure in a floor board and a dual board structure.
2.2.2. Monophyletic journalism media group, vertical Integration is mainstream position
The path of formation: Formed by the path of self-accumulation and merger, which typically extend vertically acquired unit participating in the different stages in the production chain - a distribution of the broadcast industry through the core of the group.
The ownership and the type of link, business strategies: Multiple ownership, private ownership and state ownership. Links in the production chain - product distribution - media services, combined with horizontal integration. Focus on inputs and outputs of the production process - communication services.
Scale and the organizational structures: Striking features of the media group vertical scale is smaller than the group of media conglomerate, business expansion activities in the domestic market, some expanding international market. Vertical management structure and board structure is a common story.
2.2.3. Media groups have field level activities associated with specific characteristics of China
New viewpoints on press businesses: China identified: the press as units, but the operation and management of the enterprise model.
The path of formation: The media group in China became largely due to the growing group itself, in addition, was established from the merger nature of administrative orders.
The ownership and the type of link, business strategies: The media group in China are owned and the direct leadership of the Chinese Communist Party. Forms of the most common is to take a major newspaper as core, center, surrounded by newspapers and the economic units, forming a linked system in the form of concentric circles. Strategy: a multi-sectoral, diversified content and softening, expanding markets and competition, financial autonomy, integration technologies and gadgets to media products, listed on the stock market to raise capital efficiency.
The organizational structures: Demonstrate focus and ownership of the Party, Government’s China, quite distinct separation between the political department - content and business units.
2.3. Forecasts when applied to the conditions of Vietnam
2.3.1 Multisectoral, multidisciplinary, large-scale, mixed link media groups
The Advantages is scale, massive potential, which gives the ability to grow very large. Multi-ownership structure and internationalization in the ownership structure dominant so favorable in mobilizing capital; multidisciplinary activities to minimize and reduce risks... The downside is that investment spread and melting of resources; apparatus large organizations, different levels of authority, distribution of resources, management should not focus, large cost management; latency, delay by the intermediary,lack of information throughout the...
Applying the multi-sector, multi-disciplinary, large-scale, mixed links model of media group with all its inner meaning, in Vietnam, was not feasible. This applies if done, is to apply the strengths of the model - which is the kind of development model at the highest level of media corporations in the world. In this model, applying appropriate more than all the public media group, by media group in Vietnam if it is established, by request perform political tasks - their social, as wellbe a form of media group, the unit owner.
2.3.2. Monophyletic journalism media group, vertical Integration is mainstream position
The advantage is that the machine administrator a level structure, it intermediaries, uniform, high focus; Average scale, compact cluster, clearly demarcated functions, appropriate to the Group's efforts toand with modern business management model flexible, easily managed in marine conditions. The closed production process, closely linked in sequence to create media products, so can take full advantage of available resources, cost reduction and active in the production line... The downside is that the scale and limited potential, especially with the group of young, cause many difficulties in development investment; Pooh-Bah and assumes all stages of the process at a high level so difficult to do well. Group model link should read closed operations are less traditional products, fairly conservative, slow innovation, exclusive information about... Monophyletic journalism media group, vertical Integration appropriate when applied to the conditions of Vietnam, but the application of machinery, but there should be selective, as the top model has many disadvantages.
2.3.3. Media groups have field level activities associated with specific characteristics of China
The advantage are have mechanism of operation of the business in the heart of the business units, resolve the problem of ensuring harmony between the quality of political orientation - from the wall with traditional economic development, associated with a financial mechanism that open and ventilation. Model ensure the leadership of the Communist Party of China, on the other hand, flexible and flexibility, such as the relative autonomy for the leaders of the group, expanding the traditional economic activities... The downside is that the scale and international competitiveness is limited; closed the leadership, with many titles is specified, it does not promote the wisdom and resources of external experts; many group excessive expansion of media products and business industries not related to media... Because there are many similarities, the experience in developing China's media group are useful reference to Vietnam, especially the change of thinking in the direction considered press units, but managementthe model of the enterprise; developed in parallel both political activity - the content and the traditional economic, organizational structures to ensure the leadership of the Party...
Chapter 3
BASIS FOR ESTABLISHING OF
MEDIA GROUP IN VIETNAM
3.1. Basis of opinion, the guidelines of the Party
Although no official documents mentioned concentration, but guidelines to set up the media conglomerates have strong, influential information large, highly competitive, thereby creating resilience, contributing the development of our country's media, which is encouraging, are single in the various documents.
3.2. Legal basis
The legal framework for new media group created a very basic, to the above model can be established, but still lacking for the above model can work. The addition of the provisions of law to create a solid legal basis for media group is now demanding urgent.
3.3. Economic conditions
Environmental and economic conditions for the introduction and operation of the media group in Vietnam today despite initially "caught on", but still lacks many shortcomings, both macro and micro.
3.4. Basis of the actual potential of the media agencies Vietnam
3.4.1. Vietnam Television (VTV)
Based on the available resources and the status of VTV, the media is already eligible for the establishment of media conglomerates vertical format.
3.4.2. Vietnam News Agency
With the resources available, the evolution of strong near future and especially with the position of a news agency only country, Vietnam News Agency that the media initially meet conditions for the establishment of media group.
3.4.3. Corporate Viet Nam Multimedia (VTC)
Corporation VTC is a unit in a position to establish what form of associated media groups, with three main branches have the same role as television - information technology - telecommunications. But to achieve that, VTC should take steps to develop more innovative than at present, array particularly television, newspapers.
3.4.4. Sai Gon giai phong newspaper
Despite these developments stand out from the other Party's newspaper, especially the strategy associated with the array of three main activities: information content - the "foot" of economic journalism, social work Assembly - creating material resources to support the implementation of political tasks, Sai Gon giai phong newspaper is still at the stage of egg in the form of media groups.
3.4.5. Tuoi tre newspaper
As the largest newspaper in the country, Tuoi tre newspaper have the best conditions compared to other news agencies in the country, to become a media group in Vietnam, associated with the accumulation, improve amount of communication products and restructuring the organizational structure.
3.5. The problems posed to the established media group in Vietnam
3.5.1. The consensus is systemic social and cognitive legitimacy in perspective, the policy of the Party
Due to the complete scientific basis is lacking on the issue, so the consensus model of society for media groups in Vietnam, new parts, not the nature of the system. The views and policies of the Party has encouraged the establishment of media groups, but lacks both a direct reference documents, in-depth, formal
3.5.2. The defect lack of legal basis
Basic legal framework for the establishment and operation of the media group, as mentioned already, but generally, the system of legal documents, media groups still just at the "outer ring", there related and addressed in isolation, there is no direct provision, thematic.
3.5.3. The problems related to economic conditions
At the macro economy of our country's market characteristics compared with other countries, which requires separate media groups, but the current market mechanism, the macro-management tool of the water, the type of market is still not fully formed, indirectly create difficulties for group activities. At the micro level, many problems related to economic conditions also arise when the group was born, is the financial mechanism of a self-owner.
3.5.4. Potential limitations of the media agencies Vietnam
The powerful mass media in Vietnam despite the remarkable progress in recent years, but if compared to other media conglomerates in the region, size, strength and influence is still very limited information institutions. Therefore, the group became closely associated with requiring the continuous accumulation.
Chapter 4
MODEL OUTLINES THE ORGANIZATION AND OPERATION OF COMMUNICATION GROUP
IN OUR COUNTRY
4.1. Some criteria of media group Vietnam
Revenues and assets: revenue from news agencies in reaching 1000 billion / year, career development funds have accumulated over 1,000 billion VNĐ. TV revenue agencies meet 5000-10000 billion VNĐ/ year. Communication products: structured communication products for diverse snow but not the same as running under pure quantity, not scientific calculations and not based on market demand. Capacity of distribution, distribution of communication products: the self-distribution and the distribution network is established widely and efficiently. Activity and dominate the market: can choose from multi-disciplinary activities. But with the current level of the media in Vietnam is to choose a media industry (or industry) as the core to concentrate on the development, accumulation potential. There are structural diversity of markets by geographical area, readers; capture a significant market share to domestic and export products, communication services abroad. Production capacity - technical infrastructure - human resources: a modern infrastructure, formed part of the technology research and technological applications. Qualified human resources department not only in content, but also in the technical department and sales, particularly high demand for human resources leaders, senior managers, heads of corporations, not only firmly professional, but also has expertise in media economics, has extensive strategic thinking.
4.2. Outlines model media group in accordance with Vietnam's practical
4.2.1. Theoretical foundations for the division viewpoint
Outline model appropriate media group of Vietnam not only the organizational structure, but also covers basic component main desire of expressing the relationship, the group's activities within. The model is outlined general model, based on this model, each traditional agencies will choose to build your own model. The models will have outlined associated with but vindicate, analysis of the model. A media group model may include various forms of media group. The model was built with the goal feasible, close to reality, to be able to realize, but because there is no precedent in the practice model is a theoretical model, the feasibility and effectivenessresults depending on the applied each time the history and use of each media agency. Media group model suitable to Vietnam will take the form of links and the kind of activity as the main criteria and how to choose the division of the thesis, to facilitate the research, but insidemodel will be the sum of the elements of the group.
4.2.2. Monophyletic journalism media group, mixed Integration vertical, horizontal
Reason for selection: Examine political factors: Organizational structure of a single-storey and concentration of power, in accordance with the demands of media group Vietnam by a single specific title and requirements to ensure the leadership of the Party. Examine economic factors: Appropriate for the power of the press agencies of Vietnam, with the size and economic potential of moderate medium, small, activities revolve around a core journalism. Science organized press agencies: organizational model is quite compact consistent with the level of leadership, management, administration limited the group of the leadership of the traditional agencies of Vietnam in the present.
Purpose and methods of formation: mostly from the self-accumulation and development of the media. The thesis proposal should form a group of media from press agencies initially available resources, key activities in the newspaper industry, first of all how in industry, has expanded into theother newspapers selectively, under the branches, localities, organizations and socio-political-professional organizations, such as: Tuoi tre, Sai Gon giai phong... The merger, associated vertical, horizontal support form.
Organizational structure: Organizational structure of the group on the compact model, focused, structured combination of corporate communications link along with a story board structure, the structure characteristics of the China’ media group, independent separation between content and parts of the economic department of communication, in accordance with the specific conditions of our country. Links of the media group popular formats on integration vertical, integration horizontal and mixed Integration vertical, horizontal.
Business strategy: Industry, the scope of activities: Focus on the biggest investment of resources for a core journalism. Other sectors if they have the same nature of the backend, the role and proportion of children. Market activity was mainly Vietnamese domestic market and international market expansion at a certain level, depending on specific conditions.
Media product distribution: Parts distribution media products are professional organizations, in addition to distribution also undertake many professional, such as: Market Research, the research needs of the general public, to develop and market expansion, customer care, product promotion, fostering the brand.
Expansion, strategic investments, fostering brand: Expand the product and business lines, traditional market is a necessity, but selectively, on the basis of market study, prepare enough resources. Foreign investment in Journalism must by a motor professional experience, under the Group's business recovery take. Accretion trademark is required and often with modern media group, especially for a single industry group brand faint.
Management principles through the methods of a mixture of financial management and administration (strategic, general orientation content, principles and objectives of the Group, the resolutions of the Board of Editors, the organization of the staff - the Party).
4.2.3. The multi-disciplinary media group, national key
Reason for selection: Examine political factors: As well as many development countries in the world, Vietnam needs owning major media group of the country, serving more and better public tasks and the effective implementation of the Party's political tasks. Examine economic factors: In the medium term, with its position and orientation of development, the support of the Government, especially the prospects internal resources of these agencies, the media group model multi-sector, national key entirely appropriate for Vietnam. Examine position and organization science press agencies: Big pulic media group in the world are therefore but vital organ countries, in the field of communication, is also consistent with the position of some of the central press agencies in Viet Nam: Vietnam Television, the Vietnam News Agency. A model of the pulic media group on the platform is modern organizational model and the world's most efficient operation, when applied in the central press agencies in Vietnam will contribute to bring optimalin operation from the optimization of organizational science modern press agency in the world.
Purpose and methods of formation: Formed based on a combination of existing and potential investment strategy of the Party and the Government. This investment is necessary, by the media agencies in Vietnam compared to the requirements to become major media group, this potential is still quite limited. However, the investment does not have to do instead that the catalyst with final destination vitalizing main sectors for agencies on growing. Can be formed by the merger through administrative orders, but absolutely avoid mechanical constraints, which must be based on research, analysis and practical basis of science.
Organizational structure: Organizational structure of the national key large-scale group, many industries, so many stages. However, the current trend is also trying to simplify the structure and reduce intermediaries, in the one-story structure is the focus or leadership structure as a particular state-owned enterprises.
Business strategy: Diversifying the business sector: Whether group activities focus centers around a key journalism or activities multi-sector have equal role in the media industry, the implementation of diversified development (selective and calculated ky) in journalism, media and even non-traditional rates are an important strategy. Special attention to developing multi-journalism - information technology - telecommunications, adapt to trends in the integration of modern communication.
Market expansion activities: Occupy stable domestic market, while expanding the world market is a political task required for multi-disciplinary media group, national key have been formed.
Association, the merger: Strengthening the association in the competitive relationship between the media in the country and with external forces media. Utilized to link the internal investment. Merging the Vietnamese press agency, whether a transaction requires, but only works when no other specific provisions of this problem are quite complex in our country. In the current conditions, the proposed thesis should only be established from one to two the multi-disciplinary media group, national key, pilot learn from experience and focus the direction, as well as resources firstfrom the Party and the Government.
4.3. A number of recommendations
4.3.1. Opinion, the guidelines of the Party
Party Central Committee must provide an official point of view, by the issuance of official documents, directly address the issue of media group, rather than indirectly as mentioned before, most notably confirm the need to build the model in conditions in our country, are in the policy of building the media, the press in Vietnam in the new period.
4.3.2. Legal Environment
Official Government should allow the pilot to establish a two media group to draw on experience, on that basis, initially to build the legal basis of corporate communications, first and foremost a decree separate media group.
4.3.3. Economic conditions
There are rules to allow implementation of the financial mechanism of the media group such as the financial mechanism of state enterprises to strengthen self-reliance, autonomy and responsibility, to help boost the economic activities communication, accumulation potential, as the basis for the development of the group.
4.3.4. Raising potential of the agencies media
Constantly accumulating internal resources, by improving the content quality, diversified structure, quantity of products - communications services; restructuring governance structure internal financial resources, infrastructure - technology, human resources ..., on the basis of the support to take advantage of the Party, the government effectively.
CONCLUSION
1. Media group are formed from the process of long-term development of mankind’s communication industry and have to date proved to be a model of advanced and effective communication business.
From loose association forms at the beginning, through the development process, the cooperation and linkage mechanism of the groups is improved and united in a smooth internal assignment system and gradually turned into advanced organization forms of groups. With the expansion trend, diversification of sectors, markets, communication products and under the impacts of science – technology, competition and globalization process… media groups improve their organization models to develop, playing an important role in social life in each country and the world as well. Amid the requirements from reality, the formation of media groups in our country is indispensable and a strategic development step in the roadmap to build the modern communication industry in Vietnam.
2. Media groups in the world have experienced the history of more than a century, with diversified development forms and being classified in three typical kinds: Multisectoral, multidisciplinary, large-scale, mixed link media groups; monophyletic media group, vertical Integration is mainstream position; media groups have field level activities associated with specific characteristics of China, with breakthrough innovations and to develop, there are many close to Vietnam.
3. In Vietnam, there are conditions and premises for the formation and operation of media group, including including the basis of the views and policies of the Party legal basis, economic conditions, the basis of the actual potential of the media in Vietnam. However, these facilities are still many shortcomings and lack, pose problems and require removal, to media group with solid base and the environment more conducive to the establishment and operation. Role orientation and support of the Party and State is important, not difficult to support this initial stage the group can form, especially in conditions of Vietnam. But to rely on the principle, support is to help develop the potential of the media, but absolutely does not affect the State. Is there a mechanism separation between ownership and management activities, separate the parts content - thought the economic department of communication in relation to complement each other. The media group that not only became the powerful political communication, but also become the economic power and strongly influenced by the economic rules in the development process.
4. Based on the experience of the model of the world's media group, specific conditions and characteristics of Vietnam, the thesis has outlined initial two theoretical models of corporate communications in accordance with our country , including media monophyletic group, with newspaper industry as the core, miscellaneous links vertical, horizontal; media group multidisciplinary national key. Form the first group may apply to some agencies now have the potential, through the process of self-development accumulation up and form the second group's strategic development of the communication we build the media group of key countries on par with developed areas, on the basis of the media is central. Want the group model on the establishment and operation to remove many obstacles in terms of points, the Party's policies, legal basis, the economy and enhancing the reality of the media currently exist. Despite many difficulties and obstacles, but be completely in group ability of the media in Vietnam, once the agency determines is the target to be reached, see Vietnamese advantages of the new model delivers, from which active and focused accumulation, investment, planning, scientific route.
5. The thesis is the result of the wholehearted research of the author since the new model of communication and press groups was first mentioned in Vietnam. When selecting the subject for research, the author also forecast risks because this is an extremely new issue in Vietnam, which is being dealt with by major media groups. State media agencies also face obstacles, especially issues related to media economics and organization structures of new communication models, including the model of group.
The thesis is not only based on the available documents or relied on the models in the world, but it also makes field surveys and consults opinions of many experts, leaders and managers who are interested in the model in Vietnam. The thesis partially accomplishes these targets, with the wholehearted assistance provided supervisors who are experts in this field.
However, this is an extremely new issue, the research documents are limited and the research task is difficult as the author has to build theoretical foundations for an unprecedented model in Vietnam, which is in the process of embryonic and incomplete development, therefore it cannot avoid shortcomings and subjective assessments. For this reason, the thesis needs supplements and recommendations by researchers, experts, leaders, managers, communication agencies, colleagues and those who are interested in the thesis. The final objective is to improve shortcomings so that it could help the Party and Government make decisive policies and decisions regarding media groups and the research results could be brought into life and become useful references for promising media agencies which plan to turn into groups and realize the model in reality, thus creating a momentum for the development of the potential and fledgling media industry of our country.