Catching the waves
The case of VRT's digital-first audio strategy
Bibliographic Data
| ID | 11486166 |
|---|---|
| Authors | Pieter Van der Elst (0000-0002-2847-449X, IMEC-smit, Vrije Universiteit Brussel, Belgium, corresponding author), Catalina Iordache (0000-0003-4669-5410, IMEC-smit, Vrije Universiteit Brussel, Belgium), Tim Raats (0000-0003-1220-4150, IMEC-smit, Vrije Universiteit Brussel, Belgium) |
| Year | 2025 |
| Volume | 40 |
| Issue | 5 |
| Pages | 507-521 |
| Publication date | 2025-10-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | European Journal of Communication (JOURNAL) |
| Journal identifiers | ISSN: 0267-3231 • E-ISSN: 1460-3705 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/02673231251370877 |
| OpenAlex | W4413929700 |
| Language | EN |
| References cited | 28 |
European public service media (PSM) are increasingly embracing strategies that balance digital platform tactics and meeting the public remit. This article addresses how a small market PSM is repositioning itself in a media landscape dominated by global platforms, streaming services and legacy media adopting platformisation strategies. We examine platformisation at the Flemish broadcaster VRT through the lens of its digital audio strategy. The study combines document analysis and expert interviews. Results show a strategic shift towards more focus on user needs and habits; a branding strategy revolving around the VRT parent brand; a necessary yet precarious presence on third-party platforms; a legacy-driven content offering complemented by online-only commissioning; and a firm editorial grip on content curation. VRT's take on these strategic innovations highlights a series of key dilemmas for PSM to reconcile public remit delivery and competitiveness in a platformised media landscape
Advertising · Audio signal · Business · Digital audio · Media studies · Multimedia · Sociology · Telecommunications · Computer Science · Media Studies and Communication · Music History and Culture · Radio, Podcasts, and Digital Media
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| Citation velocity | historical |
|---|---|
| Highly cited | No |