Flemish government and broadcaster VRT sign five-year management agreement
The Flemish government and broadcaster VRT have signed a management agreement for the next five years that focuses on trust, innovation and ambition. Cost savings are also required, but these will not involve compulsory redundancies, the company says, and there will be more flexibility in advertising revenue.
Under the terms of the agreement, which regulates the operation and financing of public broadcasting from 2026, the VRT will continue to position itself as a provider of independent, reliable and high-quality media in Flanders.
It must be a reliable source of information and focus on fact-checking, image verification and media literacy to combat disinformation.
“Trust is more important than ever,” Flemish Media minister Cieltje Van Achter of N-VA said in a press release. “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.”
Innovation and partnerships
The management agreement also focuses on innovation, for example using generative AI. “We will look at innovations in augmented reality, virtual reality and gaming and how we can incorporate these into our offering,” says Karen Donders, director of public service at VRT.
The VRT will also strengthen partnerships with local creators, technology companies and educational institutions.
There is an emphasis on media literacy and relevant content for younger generations. Additionally, 30 per cent of content on sports channel Sporza will be coverage of women's sport, disability sport and non-mainstream sport, while 65 per cent of prime-time broadcasts must consist of Flemish productions.
CEO Frederik Delaplace calls it “an ambitious project for a strong public broadcaster” that focuses on the needs of all users and the well-being of employees.
16m euro savings
The VRT will be able to offer more diverse advertising formats, including on digital platforms, without increasing the overall advertising pressure on viewers. Programmes may not be interrupted for advertising.
However, the broadcaster will have to achieve savings of 16 million euros by 2030. Delaplace says this will be achieved without compulsory redundancies.
According to Open VLD MP Gwendolyn Rutten, the agreement “excels mainly in vagueness and procrastination”. “This is a Belgian compromise that is five years behind schedule and does not really help anyone,” she said.
"If we want the VRT to be ready for the future, we must dare to choose innovation"
Open VLD previously submitted a resolution calling for a clear definition of the role of the VRT in an evolving media landscape in which people’s consumption habits have changed significantly.
“If we want the VRT to be ready for the future, we must dare to choose innovation,” Rutten said. “Not more of the same, but something different and better. Not a copy of the commercial channels, but a complementary player that does what it has to do to inform and empower citizens.”
#FlandersNewsService | © Presenter Wim De Vilder in the VRT news studio in Brussels © PHOTO HAND OUT VRT SOFIE SILBERMANN
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