Striking: 1 in 3 Flemings does not know the name of the public broadcaster. The same people are often familiar with the VRT’s supply brands such as One, Radio 2 or MNM. The fact that the brand name VRT is less well known is partly due to the broadcaster’s policy to mainly play out its offering brands.
But Karen Donders, director of Talent & Development and Public Service, still thinks this is a problem. “It is important that people know that, for example, MNM is a brand of the VRT. Because in the digital age we cannot be present with 10 to 15 different brands. We have to use more from one central brand to be findable compared to giants like Netflix and Disney.” The digital offerings of all brands are now increasingly being bundled under the brand name VRT NU.
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