Since the first episode was aired at 20:55 hours on Friday, May 7, 2021 on VTV1 channel, “Holding the purse-strings”, a TV program jointly produced by the State Bank of Vietnam (SBV) and Vietnam Television (VTV) has attracted big numbers of audiences. According to Ms. Nguyen Thi Thu Hien, VTV Deputy Director General, at a recent event on financial inclusion, Prime Minister Pham Minh Chinh had made high evaluation for the financial education programs jointly produced by the SBV and the VTV, including “Holding the purse-strings”.
On August 8, 2022, the VTV, in coordination with the SBV, organized a launching event for "Holding the purse-strings" Season 2. Attending the Program, there was SBV Deputy Governor Nguyen Kim Anh, together with other representatives from the SBV, including the Payment Department, the Communication Department, the Monetary Policy Department, the Banking Strategy Institute, the Department of Credits for Economic Sectors, the CIC, the SBV Office. On the VTV’s side, there was Ms. Nguyen Thi Thu Hien, VTV Deputy Director General, together with other representatives from the VTV Science and Education Department, and the production team.
“Closely following the needs of people and enterprises, the format of the Program is attractive and informative”
Following the success of Season 1, "Holding the purse-strings" Season 2 will further bring into life the policies, orientations and communication objectives of the SBV, contributing greatly to implementing the National Financial Inclusion Strategy, as well as the Government’s programs (the Scheme on Non-cash Payment Development for the 2021-2025 period; the Scheme on Enhancing the accessibility to banking services; the Scheme on Promoting payments for public services via banks), and the National Program on Digital Transformation towards 2025, Vision to 2030.
Deputy Governor Nguyen Kim Anh speaks at the event
Speaking at the event, Deputy Governor Nguyen Kim Anh spoke highly of the financial education programs jointly produced by the SBV and the VTV. The SBV Deputy Governor emphasized that "Holding the purse-strings" has closely followed the needs of the people and enterprises. Through the Program, the people and enterprises, especially micro, small and medium enterprises (MSMEs) can understand more about the banking products and services.
Ms. Nguyen Thi Thu Hien, VTV Deputy Director General, speaks at the event.
Ms. Nguyen Thi Thu Hien, VTV Deputy Director General, said that "Holding the purse-strings" has been one of the financial education programs attracting high numbers of audiences on the VTV channels, and is considered the best example of the interagency cooperation within the VTV. She added that, at a recent forum on financial inclusion, Prime Minister Pham Minh Chinh made high evaluation for the cooperation between the SBV and the VTV in the production of financial education programs, contributing to the implementation of the National Financial Inclusion Strategy.
At the event, Mrs. Le Thi Thuy Sen, Director General of the SBV Communication Department, shared that the Program’s contents always follow the matters that the people and enterprises are interested in.
Mrs. Le Thi Thuy Sen, Director General of the SBV Communication Department, speaks at the ceremony
Mrs. Le Thi Thuy Sen also mentioned the widespread effects of the Program, which is reflected through the statistics reported by the CIC. After the episode on credit operations was aired, the number of new personal accounts opened in August, 2021 rose by 30% against that of the previous month; the daily average number of registrations for lending on the CIC portal increased by 28%, etc. Besides, after the episodes on non-cash payment were aired, the amount of electronic payments experienced remarkable increases. In the first half of 2022, non-cash payments increased by 77.2% in the number of transactions, and by 29.8% in the transaction value; transactions via the internet increased by 63.2% in the number of transactions, and by 32.3% in the transaction value; transactions via smart phones rose by 98.3% and 84.3% in the number and value of transactions respectively; and the transactions via QR code increased by 86% and 127% in the number and value of transactions respectively, as compared to the figures of the same period of 2021.
Continuing to further improve, using communication channels to widely disseminate financial knowledge and skills
Deputy Governor Nguyen Kim Anh suggested that the Program needs to be further improved, focusing on the use of modern communication channels on the digital platforms in order to help the public, especially young people, workers in the industrial zones, to easily access banking products and services, enhancing the accessibility to banking services and staying away from black credit, etc.
Regarding the orientations for the Program in the coming time, Mrs. Le Thi Thuy Sen, Director General of the SBV Communication Department, said that Season 2 would continue to closely follow the needs for information of the people, as well as the matters that many people are interested in, such as: Decree No. 31/2022/ND-CP on the interest rate support from the State budget applicable to the loans of enterprises, cooperatives and household businesses, and Circular No. 03/2022/TT-NHNN providing guidance for the commercial banks’ implementation of the interest rate support in line with the Government's Decree 31; the policies on post-COVID recovery support, new payment methods on the digital platforms, digital banking, the process and advice when depositing money in banks, etc., thereby helping to limit black credit, enhancing non-cash payment, ensuring safe and sound banking operations, minimizing risks for financial service users.
The future programs will enhance the communication targeting the youth, women, the poor, workers, and people in the remote and rural areas, as well as other vulnerable groups, low-income people, MSMEs, cooperatives, household businesses, etc.
"Holding the purse-strings" uses automated pictures and visual graphics to explain about different banking processes through short stories about people and life. Each episode tells a meaningful and humane lesson. Season 2 episodes will be opened with poems, the old sayings and proverbs to attract the attention from the audiences right from the beginning. Apart from stories about love, gratitude, humane values, etc., the contents are directly related to money, finance and spending management, etc. In addition, the characters in Season 2 will be extended to include Gen Z; the language and the conversations will be more modern and closer to young people.
The SBV Communication Department will also continue to coordinate with the VTV and other media agencies to diversify the means of financial communication and education, thereby disseminating more knowledge about finance and banking to the public, contributing to enhancing non-cash payment, controlling “black credit”, and realizing the objectives of the National Financial Inclusion Strategy.
"Holding the purse-strings" Season 2 will be broadcast at 20:55 hours every Friday on the VTV1 channel, starting from August 12, 2022.
Le Hang