VRT Advertising Flexibility Proposal Sparks Debate Among Flemish Parties
The Flemish majority parties N-VA, CD&V, and Vooruit are pushing for increased flexibility for the public broadcaster VRT to sell advertising space, particularly on its digital platform VRT MAX, ahead of upcoming negotiations for the new VRT management agreement. The proposed resolution aims to allow VRT to generate more revenue without surpassing the existing advertising limits, responding to the broadcaster’s requests for greater advertising liberties due to changing viewing habits, such as the desire to air longer sponsor messages on its streaming service.
This initiative also aims to encourage VRT to collaborate more closely with Flemish media companies and advertisers, seeking to retain advertising revenues within the region and compete against international giants like Google and Facebook.
Private Media Outlets Express Concerns
However, private media outlets have expressed concerns over the proposal, arguing that granting VRT greater advertising freedom could exacerbate the financial challenges they currently face due to shrinking advertising revenues and competition from global tech firms. These stakeholders include VRT leadership, private media companies, and advertisers—all of whom have been involved in discussions regarding the forthcoming management agreement.
The resolution from the majority parties outlines their priorities, emphasizing a commitment to maintaining continuity in VRT’s operations from 2026 to 2030, allowing the broadcaster to continue its existing mandate.
Commitment to Public Service Mission
VRT is expected to retain many of its core functions, continuing to provide news, information, education, and a diverse range of cultural, sports, and entertainment programming. Importantly, religious services and existing radio stations will remain unchanged, with no immediate plans to reduce the scope of VRT’s youth station, MNM.
During parliamentary hearings, commercial entities like DPG Media and Telenet criticized VRT’s collaboration with Streamz, a joint streaming service, suggesting that despite VRT’s role in strengthening the market, the partnership has significant challenges. Nonetheless, the resolution remains non-specific regarding this aspect, indicating that VRT must find a viable financial model while being a committed partner for Flemish production companies.
MPs Manu Diericx (N-VA) and Katia Segers (Vooruit) emphasized the necessity for the public broadcaster to retain its autonomy in making strategic decisions.
