Majority parties want to give VRT more flexibility for advertising
The Flemish majority parties N-VA, CD&V and Vooruit want to give public broadcaster VRT more flexibility to sell advertising space, particularly on digital platforms like VRT MAX, without exceeding the existing advertising ceiling. That intention is laid out in a new resolution ahead of negotiations for the subsequent VRT management agreement.
The VRT itself had requested greater advertising freedom, citing changes in viewing habits. For example, the broadcaster wants to be allowed to air longer sponsor messages on VRT MAX, its streaming platform.
The resolution also calls on VRT to work more closely with Flemish media companies and advertisers in order to retain advertising revenue within Flanders. The intention is to compete with international giants like Google and Facebook.
Private media pushback
Private media outlets, which have faced declining advertising revenues and increasing pressure from global tech firms, have repeatedly spoken out against granting VRT more advertising freedom. They argue it would only deepen the challenges they already face.
In recent months, a wide range of stakeholders, including VRT leadership, private media companies and advertisers, have weighed in on the next management agreement. With this resolution, the majority parties now lay out their priorities, which primarily support continuity. From 2026 to 2030, they want VRT to maintain its existing course.
Continuity in public service mission
Many core functions are expected to remain unchanged. The broadcaster should continue to offer news, information, education and a broad range of cultural, sports and entertainment programming with social value.
Religious services and all existing radio stations will remain. Although VRT’s youth station, MNM, has previously been floated as a potential candidate for cutbacks, no such move is included in the resolution.
During parliamentary hearings, commercial players like DPG Media and Telenet criticised VRT’s collaboration with Streamz, the joint streaming service. Although VRT has long been expected to “strengthen the market,” the partnership with Streamz has been described as troubled.
Nevertheless, the resolution remains vague on this point. It states only that VRT has “a clear role in the search for a viable financial model” and must be “a loyal partner” that invests significantly in Flemish production companies.
MPs Manu Diericx (N-VA) and Katia Segers (Vooruit) clarify that the public broadcaster must be able to make its own strategic choices.
#FlandersNewsService | © BELGA PHOTO ERIC LALMAND
Related news
