Flemish Government Signs New Management Agreement with VRT
The Flemish government and broadcaster VRT have finalized a management agreement for the next five years, emphasizing trust, innovation, and ambition. While cost savings are mandated, there will be no compulsory redundancies, according to company representatives. There will also be increased flexibility in advertising revenue.
The agreement, which will govern public broadcasting operations and financing from 2026, commits the VRT to maintain its role as a provider of independent and high-quality media in Flanders, aiming to be a trustworthy source of information while emphasizing fact-checking and media literacy to counter disinformation, reports 24brussels.
Flemish Media Minister Cieltje Van Achter of N-VA highlighted the importance of this trust in a rapidly changing society, stating, “Especially in this rapidly changing society, where there is a lot of uncertainty, it is important that every Flemish citizen can count on a reliable public broadcaster.”
The focus on innovation includes exploring generative AI applications and examining how augmented reality, virtual reality, and gaming can enhance VRT’s offerings, according to Karen Donders, director of public service at VRT. VRT will also strengthen collaborations with local creators, tech firms, and educational institutions.
An emphasis on media literacy targeted at younger audiences is notable, with plans for 30% of Sporza sports channel content to feature women’s sports, disability sports, and other non-mainstream events. Additionally, 65% of prime-time broadcasts will be comprised of Flemish productions.
CEO Frederik Delaplace described the initiative as “an ambitious project for a strong public broadcaster” aimed at addressing the needs of users while ensuring employee well-being.
Financial Adjustments and Concerns
The VRT is set to enhance the variety of advertising formats, particularly on digital platforms, without raising viewer advertising pressure. The broadcaster faces the challenge of achieving savings of 16 million euros by 2030 without resorting to compulsory layoffs.
However, Open VLD MP Gwendolyn Rutten criticized the agreement for being vague and delayed, stating, “This is a Belgian compromise that is five years behind schedule and does not really help anyone.”
“If we want the VRT to be ready for the future, we must dare to choose innovation.”
Prior efforts by Open VLD included a resolution for a clearer definition of the VRT’s evolving role amidst significant changes in consumer habits. Rutten asserted that innovation is essential, advocating for a public broadcaster that complements rather than duplicates commercial channels.
As the VRT navigates these changes, the focus remains on upholding its public service obligations while adapting to the dynamic media landscape.
