Short-form drama platform TonTV enters Vietnam market
TonTV has launched its short-form drama platform in Vietnam, with plans to expand into live entertainment and AI-based content.
TonTV launched its short-form drama service in Vietnam on October 21, 2026, with plans to expand into live entertainment and AI-driven content. The platform intends to collaborate with local partners to develop personalized content, including real-time broadcasts of sports matches and performances.
TonTV, a short-form drama platform targeting global users, launched its service in Vietnam on October 21, 2026. While currently providing short-form dramas, TonTV plans to expand its scope into regional content, live entertainment, and artificial intelligence (AI)-based content.
TonTV stated that it will collaborate with local partners to develop content tailored to each market. Future plans include reviewing real-time broadcasts of local performances and sports matches, AI-driven films and dramas, and personalized AI content where users appear within the stories. This movement suggests the platform aims to evolve from a simple short-video service into a content service targeting both regionality and personalization.
Industry observers note that using short-form drama as a starting point is noteworthy. The strategy of leading with short-form narratives and then expanding into live and AI content appears to be an attempt to increase user retention and clarify the service's identity. However, actual success will depend on how stably the platform can supply localized content in each region.
Covers K-pop for SPECIALTIMES GLOBAL, and also writes Culture and K-Variety stories.
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