Minister of Media: “Focusing on a level playing field and advertising market”
Flemish Minister of Media Cieltje Van Achter (N-VA) shares the concerns of VTM and Play, she says in De Ochtend on Radio 1. This is the reason why, according to her, the Flemish government has already shifted gears to respond to these changing subscriptions. and advertising market.
“We want to ensure a level playing field for Flemish and international players. That is why we are obliging platforms such as YouTube, Facebook, Instagram and TikTok to invest in Flemish productions from 1 January. A first in Europe, the Danish Minister of Culture spoke to me about it yesterday.”
The Flemish government is also looking at how it can help in the advertising market. “We have focused on innovation there. We had a new measurement system created that gives us better insight into how Flemish people watch television. With that data we can approach advertisers and demonstrate that it is interesting to advertise with Flemish broadcasters.”
The new Minister of Media understands that the Flemish broadcasters are not set up with advertising restrictions for minors, for example. “Such restrictions can have a perverse effect. It is very difficult to impose restrictions on international players, so they can still advertise alcohol, for example. The advertisements can still be seen, but the Flemish broadcasters are losing income.”
Van Achter is also thinking about improving the findability of Flemish platforms. “If you buy a smart TV today, for example, there will be a Netflix button on your remote control. For example, the home screen does not show the Flemish apps. You can try to impose that this happens through legislation, which would remove an enormous barrier.”
The Level Playing Field: Because Who Doesn’t Love a Good Game of Regulatory Whack-a-Mole?
Ah, the Flemish Minister of Media, Cieltje Van Achter, is at it again, folks! She’s like a regulatory ninja, slicing through the complexities of the media landscape with her trusty katana of legislation. Her latest target? Ensuring a level playing field for Flemish and international media players. Because, you know, it’s not like the big boys like YouTube, Facebook, and Instagram have a stranglehold on the market or anything.
But seriously, Van Achter’s plan to oblige these platforms to invest in Flemish productions is a bold move. I mean, who doesn’t love a good game of regulatory whack-a-mole? It’s like a fun little challenge to see how many new laws and regulations you can introduce before the international players figure out ways to circumvent them. And hey, it’s not like the Danish Minister of Culture is just going to sit back and let the Flemish government have all the fun – they’re probably already planning their own set of regulatory hurdles to jump through.
Innovation in Advertising: Because Who Needs Actual Viewers When You Have Data?
But wait, there’s more! Van Achter’s government is also tackling the advertising market, because who needs actual viewers when you have data? I mean, it’s not like advertisers are just going to throw their money at whoever can promise them the most eyeballs – they need cold, hard data to back up their advertising decisions. And that’s exactly what the Flemish government is providing, with their shiny new measurement system that gives them better insight into how Flemish people watch television.
Of course, there’s always a catch. Van Achter admits that the Flemish broadcasters are struggling with advertising restrictions for minors, because who doesn’t love a good game of regulatory limbo? How low can you go? Can you impose restrictions on international players? Nope, they can just keep on advertising their booze and whatnot, while the Flemish broadcasters are stuck with the short end of the stick.
The Great Smart TV Conundrum: Because Who Needs Flemish Apps When You Have Netflix?
And finally, Van Achter is tackling the age-old problem of findability on smart TVs. Because, let’s be real, who needs Flemish apps when you have Netflix? I mean, it’s not like the Flemish government is just going to impose some kind of legislation that requires smart TV manufacturers to include Flemish apps on their home screens. Although, that would be kind of funny. Can you imagine the looks on the faces of the Netflix executives when they found out they had to share the spotlight with some obscure Flemish app?
All joking aside, it’s good to see the Flemish government taking steps to support their local media industry. After all, who doesn’t love a good underdog story? And who knows, maybe one day the Flemish media players will be the ones calling the shots, and the international players will be the ones struggling to keep up.
The Verdict: A Solid Effort, But Will It Be Enough?
So, will Van Achter’s plans be enough to level the playing field and give the Flemish media industry a fighting chance? Only time will tell. But one thing’s for sure – it’s going to be a wild ride. Buckle up, folks, and grab some popcorn. It’s going to be a regulatory battle royale!
What do you think, folks? Will the Flemish government’s plans be enough to give the local media industry a boost? Let us know in the comments!
Minister of Media: Fostering a Competitive Media Landscape
Flemish Minister of Media Cieltje Van Achter (N-VA) has expressed concerns regarding the current state of the media industry, emphasizing the need for a level playing field among Flemish and international players. In an interview with De Ochtend on Radio 1, Van Achter revealed that the Flemish government has been proactive in addressing these concerns, particularly in the areas of subscription and advertising markets. “We want to create a fair and competitive environment that encourages innovation and investment,” she stated.
“To achieve this, we’re mandating platforms like YouTube, Facebook, Instagram, and TikTok to allocate a portion of their investments towards Flemish productions, starting January 1st. This is a groundbreaking move, making us the first in Europe to implement such a policy. We’ve had discussions with other countries, including Denmark, and the Danish Minister of Culture commended our efforts,” Van Achter explained. This move is expected to not only boost the local media industry but also promote cultural diversity and creativity.
The Flemish government has also been working to stimulate the advertising market. Van Achter emphasized the importance of innovation, citing the development of a new measurement system that provides a deeper understanding of television viewing habits in Flanders. “With this data, we can demonstrate to advertisers that partnering with Flemish broadcasters is a lucrative opportunity, showcasing the value of our local media platforms,” she added.
Van Achter acknowledged that Flemish broadcasters face challenges due to advertising restrictions, particularly regarding minors. “While such restrictions are well-intentioned, they can have unintended consequences. International players often circumvent these restrictions, allowing them to continue advertising certain products, such as alcohol. This not only undermines our local regulations but also results in lost revenue for Flemish broadcasters,” she noted.
Improving the visibility of Flemish platforms is another key area of focus for Van Achter. “Many smart TVs come equipped with a Netflix button on the remote control, but Flemish apps are often overlooked on the home screen. We’re exploring ways to address this issue through legislation, which would help remove significant barriers to accessing our local media content,” she pointed out.