Belgian Flemish language broadcaster Medialaan will relaunch its second channel 2BE in September under a new name, Q2.
The rabranded channel aims at a younger audience, with movies, TV series and Champions League live games.
Apart from 2BE, Medialaan also owns and operates the TV channels VTM. Vitaya, JIM, VTMKZoom, and the radio stations Q-music and JOE fm.
“The ratings of 2BE are very good, but the brand has too little meaning to the viewers,” said Medialaan CCO Erwin Deckers.
“In Flanders we have a strong brand with Q Music [the radio station], that appeals to the generation we want to reach, so that’s why we choose to make Q also a television brand. The baseline You make us Q will therefore be used for both radio and television from September.”