Flemish TV Broadcasters Advocate for Measures Against Unfair International Competition

Flemish commercial TV broadcasters are facing tough competition from international giants like Google, Netflix, and TikTok. Without government support, around 700 jobs in the media sector are at risk, according to DPG Media and Play Media.

Even though Play Media and DPG Media are usually rivals, they’ve joined forces to call for protective measures against what they see as “unfair competition” from these big players. Dirk Lodewyckx, from DPG Media, emphasizes that Flemish broadcasters have been working hard to keep up by launching Streamz, their own streaming service, and investing in local TV shows. But these efforts haven’t been enough to combat the challenges posed by the international competition.

A study commissioned by the two companies reveals that without some changes, Flemish commercial broadcasters could be in financial trouble by 2026. Declining ad revenue and rising production costs are putting pressure on the industry. Strict regulations, like the recent ban on gambling ads, have also hurt revenue, shifting money to big tech companies.

One idea to level the playing field is to offer tax benefits to companies that advertise with local media, similar to schemes for investors in films or games. Additionally, Flemish broadcasters are calling for rules that would make television manufacturers include Flemish TV apps on their devices, giving them better visibility.

If these changes aren’t made, the consequences could be severe, with broadcasters having to cut back on programming, reduce orders from production companies, and potentially lay off 700 workers. The goal, according to Jeroen Bronselaer from Play Media, is to ensure that Flemish media remains visible, sustainable, and competitive in a global market.