If you still think digital transformation is just a technology project, look at VRT: there, it becomes clear that it’s really about survival in a world where attention, speed, and relevance are the new currency.
Anyone who has been watching and listening to the programs of the Flemish public broadcaster will notice it: VRT is undergoing a quiet but profound transformation. The broadcaster is changing not only in content but also technologically and strategically. What may seem like a media story at first glance holds surprisingly valuable lessons for entrepreneurs. The challenges VRT faces today — digitization, changing consumer behavior, and international competition — are exactly the same challenges many businesses are confronting.
The Real Reason Behind the Transformation
The main driver of the change is the shift in media consumption. Fewer people are watching linear television or listening to radio at set times. Younger generations, in particular, consume media “on demand”: when and where they want. International players like Netflix, YouTube, and Spotify have accelerated this behavior.
For entrepreneurs, this is familiar. Consumers increasingly decide how, when, and through which channel they use products or services. The traditional model — where companies dictate how their offerings are consumed — is under pressure.
VRT responded with a clear strategic choice: be present where the audience is. This principle applies equally to businesses outside the media sector.
Leadership During Change
The transformation is driven by VRT’s management, with CEO Frederik Delaplace as the central figure. Under his leadership, the organization seeks a balance between traditional media — television and radio — and a strong digital presence.
His strategy is clear: VRT must evolve from a classic broadcaster to a digital media company with a public mission. As he put it “We need to be present where the audience is, not where we used to be.” (Source: interview with Frederik Delaplace, De Tijd, 2023)
In another interview, he said: “Our public mission hasn’t changed, but the way we deliver it must evolve.” (Source: VRT Annual Report, 2022)
And a third quote sums up the strategy:“Tomorrow’s VRT is not just a channel, but a platform that reaches Flemings daily on every screen.” (Source: interview with Frederik Delaplace, De Standaard, 2023)
For entrepreneurs, the key lesson is clear: the core of an organization can remain the same, but the way value is delivered must continuously adapt.
The Need for a Rejuvenation
One of the most urgent challenges for VRT is the aging of its audience. Today, the majority of viewers and listeners are aged 45 and older. For long-term relevance, the broadcaster must attract younger generations without alienating its traditional audience.
VRT is tackling this in several ways:
- Content innovation: launching programs and formats that appeal to younger audiences, often shorter, more visual, and mobile-friendly.
- Digital-first approach: investing in VRT MAX, podcasts, and social media channels where younger users are most active.
- New talent and presenters: recruiting hosts and journalists who resonate with a younger demographic.
There are early indications that these efforts are paying off. For example, VRT MAX has seen a measurable increase in usage among 18–34-year-olds, and certain podcast series are now among the most-streamed in Belgium. While traditional linear channels remain stronger with older audiences, these metrics demonstrate that the rejuvenation strategy is beginning to deliver tangible results.
Competition Has Fundamentally Changed
Today, VRT is not only competing with other Flemish channels but with an entire ecosystem of media platforms. International streaming services, social media, and technology companies all compete for the same scarce audience attention.
Where once TV channels mainly competed with each other, today Netflix, YouTube, TikTok, and podcasts are equally vying for the same minutes of media consumption.
This phenomenon is seen across almost every sector. Banks compete with fintechs, taxi companies with mobility apps, and retailers with international e-commerce platforms. Companies no longer operate in a single, well-defined sector but in a broader ecosystem of players targeting the same customers.
For organizations, this means defining the market more broadly than before — not just in terms of product, but especially in terms of customer attention and time.
Today, VRT is not only competing with other Flemish channels but with an entire ecosystem of media platforms. International streaming services, social media, and technology companies all compete for the same scarce audience attention.
Where once TV channels mainly competed with each other, today Netflix, YouTube, TikTok, and podcasts are equally vying for the same minutes of media consumption.
This phenomenon is seen across almost every sector. Banks compete with fintechs, taxi companies with mobility apps, and retailers with international e-commerce platforms. Companies no longer operate in a single, well-defined sector but in a broader ecosystem of players targeting the same customers.
For organizations, this means defining the market more broadly than before — not just in terms of product, but especially in terms of customer attention and time.
Comparing VRT to International Market Leaders
In the UK, the market leader is the BBC, which has undergone a similar digital transformation. Like VRT, the BBC has invested heavily in its streaming platform, iPlayer, and digital radio services, while maintaining a commitment to public service journalism. The BBC’s experience shows that balancing traditional broadcasting with digital innovation can sustain audience loyalty while attracting younger viewers.
In the United States, the public broadcasting leader is PBS, which faces intense competition from both commercial networks and digital platforms like Netflix and YouTube. PBS has expanded online content, educational programming, and apps to meet changing viewer habits. Their approach mirrors VRT’s strategy: providing content where audiences are, while preserving a trusted public mission.
For entrepreneurs, the takeaway is clear: leading organizations worldwide are no longer judged by their traditional channels alone. Relevance and accessibility across platforms determine competitive positioning.
Five Visible Changes Entrepreneurs Can Recognize
For the public, VRT’s transformation translates into tangible changes — and these provide key business lessons.
- VRT MAX: The broadcaster has heavily invested in its digital platform, controlling the relationship with its audience. For businesses, this is akin to owning digital channels rather than relying solely on external platforms.
- Digital audio and podcasts: Content is created to be platform-independent, highlighting the importance of flexibility.
- Online news distribution: Short videos and explainers demonstrate adapting communication to evolving consumer habits.
- Digital-first program design: Content is divided into smaller pieces for easy sharing — a principle applicable in marketing and communications.
- Targeting younger audiences: Renewing formats and presenters shows the importance of innovation to remain relevant to new generations.
The Role of Social Media
Social media play a key role in this evolution. Platforms like Instagram, TikTok, and YouTube are no longer just marketing channels; they are full-fledged distribution platforms.
For businesses, this means communication and product experience increasingly overlap. How a brand is told and shared can be as important as the product itself. Yet dependence on external platforms carries risk, requiring careful strategy.
The True Ambition Behind the Change
Ultimately, VRT’s transformation revolves around a single central ambition: staying relevant. The organization wants to continue reaching both the traditional TV audience and the digital generation.
For entrepreneurs, this is perhaps the most important lesson. Transformation rarely revolves solely around technology. It’s about relevance: ensuring an organization remains meaningful to its audience or customers in a changing world.
VRT is still in the midst of this evolution. But the direction is clear. Organizations that understand their audience, adjust their strategy, and invest boldly in new platforms increase their chances of staying relevant in a digital future.