Sao Mai music competition transitions toward cultural IP model

The Sao Mai music competition is undergoing a strategic evolution, aiming to transition from a traditional television contest into a cultural intellectual property (IP) for Vietnam Television (VTV).

Journalist Đức Hòa, Deputy Head of the Arts Department at VTV, suggests this shift is driven by changing audience behaviors among Gen Z and Gen Alpha, who prefer multi-platform interaction over fixed broadcast schedules. By developing Sao Mai into a cultural IP, VTV intends to use it as a core content driver for its digital platform, VTVgo, creating a continuous ecosystem of derivative products, behind-the-scenes content, and real-time interactions, similar to models used by international broadcasters like Hunan TV.

As the 2026 season approaches, the competition is also addressing a growing audience demand for authentic live vocal performances. While much of the modern music market relies heavily on post-production technology like auto-tune, Sao Mai is positioning itself as a platform that celebrates pure vocal skill and live musicality, though it faces the challenge of balancing technical expertise with the broader entertainment needs of a modern audience.