VRT-boss Paul Lembrechts has a study commissioned that proves that the VRT is good for the Flemish economy, and that savings broader repercussions will have. His timing is a moustache, because later on we need to Lembrechts negotiate about the future of the public broadcaster. And that in choppy water.
Every euro that the government invests in the VRT provides 2,5 euro for the economy. That according to a study by the VUB and KU Leuven performed in assignment of the VRT. “If the government again about …
Every euro that the government invests in the VRT provides 2,5 euro for the economy. That according to a study by the VUB and KU Leuven performed in assignment of the VRT. “If the government again, say, ten million would save at the VRT, then she would be 25 million euros away from the Flemish economy. A strong public broadcaster is so important, because that delivers a significant economic return’, is the conclusion of the VRT-ceo Paul Lembrechts. He has the study, recently presented in the parliament. Just before that we had with him a conversation, about that study and about some other hot topics. This is what you are there to remember.
About the timing of the study
Paul Lembrechts ordered the economic impact study at the beginning of this year. Not coincidentally, he admits. ‘Soon we go with the government in discussion on a new management agreement. Then it can be useful to have a study as an argument behind the hand that shows what the economic impact of the public investment in the VRT. Sixty percent of our resources come from taxpayers ‘ money.’
The new management agreement, which determines how much money the VRT and what they used that money to do, until the beginning of 2021. But the VRT momentum in the last few years in politics in choppy water. Within the current majority, there is a flow that the VRT significantly wants kortwieken. Moreover, there are, for the negotiations around this agreement to begin, elections. And after the elections a new minister of Media. So, this is the perfect time for the VRT to its relevance to the claim and to show that they not only disturb the market works.
About radio advertising
“The advertising on the VRT arouses when the commercial players are invariably wrong’, says Lembrechts. “They find that we too eagerly to work, a large part of the market take over. This study speaks against. At the request of the minister of Media, we have less this year radio advertising sold. Now it appears that the growth of the whole radioreclamemarkt is gone, and the commercial players, no money is earned with advertising. That can be explained as follows: 83 percent of the radiocampagnes is at the same time, progress made by the commercial stations and the VRT, because advertisers want the largest possible range. More advertising on TELEVISION channels also means more advertising on Medialaanzenders. The tide lifts all boats. As we offer reduce and advertisers and, as a result, their range does not pick up, there is a risk that advertisers will flee to other identify advertising channels. And radio was just the latest classic medium where the advertising market grew still.’
On the Flemish Netflix
Lembrechts has major questions on the economic feasibility of an independent Flemish streamingsdienst. “Flanders is a small region, I wonder a separate streamingplatform in such a limited market profitable can be.” More salvation he sees in a European collaboration for a wide streamingplatform. ‘Only negotiations about take many years, and that time, we have not.’
“Flanders has some very strong television stations with excellent programs, and a strong, technologically progressive distribution model,” says Lembrechts. “If you know the tv-stations wants a strong hold, that costs money. And yes, I look also to the distributors, Telenet and Proximus. If the Flemish channels, there is also for them there is no business more. People pay a tv subscription for the VRT, VTM and Four, not for 300 other channels in the offer. There should be a model to find which benefit everyone. The distributors and the transmitters need to urgently get together around the table. Because that has not happened.”
“If there will be new decoders on the market, threatening the stations their “curatiefunctie” to lose. Algorithms on the digiboxen penetrate than programs to the viewer. That would be the social task of the VRT at risk. For we programming less obvious programs just between kijkcijfertoppers that people also observed it would look. What is the algorithm would be a relevant program if Down the road to the top push? Such programs are threatened to get lost in a logic of algorithms. Those concerns we share, incidentally, with the commercial stations. Also they want to have control over their programming, will not lose.’
Lembrechts, however, won over to the idea of people who delayed viewing some advertisements to offer. ‘Two or three ads that are not flush, I find no undefendable model for commercial broadcasters’.
His mercantile puffs
Paul Lembrechts is a VRT-boss who is economically think. The past few months clashed with the VRT a few times on the limits of how mercantile the public broadcaster. For example, there was the relletje about the VAR, the mediacentrale of the VRT to a lot of money from advertising, and was the VRT on the fingers tapped because they had to pay to get radio to on location. “It is part of my assignment with an economic perspective on the VRT to watch,” he says, but he denies that he in that area for a long time used. ‘Already in the eighties, we asked partners to help pay for coverage of live events. But since 2016 is our additions are not indexed. So I have called to my people to say that they are entrepreneurial may be – as long as they are within the agreed limits.”