A new management agreement outlining ambitious goals for Flemish public broadcaster VRT over the next five years has been announced, Flemish parliamentarian Katia Segers (Vooruit) said on Tuesday evening.
She expressed satisfaction that the agreement “clearly emphasises VRT’s cultural mission and its role in strengthening the audiovisual sector” and highlighted the importance of combating misinformation and investing in investigative journalism for the health of democracy.
“VRT’s commitment to prioritise representation in our society, both on-screen and behind the scenes, as well as its dedication to being a leader in workplace well-being, is essential for Vooruit,” Ms. Segers added.
The key concern, however, is whether VRT can achieve these ambitious goals within its current financial framework, the Flemish Socialist legislator noted.
“With the decline of traditional TV viewing and radio listening, and the rising popularity of VRT Max, VRT must be able to adapt its advertising strategies,"she sdded. "I’m disappointed that this flexibility has not been granted.”
Still, Ms. Segers is pleased that, with Vooruit’s influence, the Flemish government will cover any potential shortfalls from underperforming advertising revenues, based on evaluations set in the 2027-2029 management agreement.
Vooruit aims, first and foremost, to make sure that the VRT’s basic funding is guaranteed. However, Ms. Segers emphasised, “we also do not want a broadcaster entirely funded by the state, so market-generated income is important, and greater flexibility in online advertising is essential in a landscape dominated by tech platforms."
