Flemish private broadcasters will no longer be forced to air five-minute long videoclips prior and following children’s programmes, as the media regulator has announced its new advertising rules will take effect on Monday (March 5).
Currently Flemish private broadcasters are not allowed to air commercials five minutes prior to the the start and following a show aimed at children. This restriction has been lifted, as it resulted in unfair competition. Market leader Nickelodeon is licensed in Holland and is therefore not bound by the Flemish restrictions.
The position of Nickelodeon in the region’s childrens’ market is quite strong, the general entertainment broadcasters have stated they have no immediate plans to beef up their line-up of childrens’ programmes.
The public broadcaster, VRT, is also extending its advertising opportunities, not on TV, as it is only allowed a limited amount of ‘sponsoring’ by law, but online.
From April 1 onwards the broadcaster will start to provide advertising on all of its websites. Till now most of the VRT websites were free from advertising, only the sites of popular radio channels Studio Brussel and Donna featured some advertising.
The additional ad revenue should to an extend compensate for diminishing funds received from the regional government.