MEMBER PRESS RELEASE

This article was originally published by RTBF. 

By Axelle Pollet, RTBF Spokesperson and responsible for Reputation & Stakeholders management

A mission that goes beyond entertainment

Our role is not to follow the logic of ‘always more’ or ‘everything commercial’. Our mission is different: to provide reliable information, reflect cultural and social diversity, and offer content that brings people together. But also to be an economic player by promoting all talents and investing in local independent production. It is a democratic responsibility: without public media, part of collective life would disappear from our screens.

The challenges we face

Today, we are confronted to major challenges. Global platforms such as YouTube and Netflix attract attention and often dictate their own rules. This can make our content harder to find, even if you are looking for it. This is known as discoverability: a technical term that simply refers to the visibility of your public programmes in the digital world.

Another challenge is financial. In several European countries, public media budgets are being cut or contested. However, maintaining a varied and high-quality range of content requires solid and stable resources. Think of investigative journalism, documentaries, cultural programmes, locally produced fiction, free access to sporting events, and so on.

The fragmentation of media consumption is also a reality. You, your children, your loved ones: everyone consumes news and entertainment differently, often online, sometimes in quick, short formats. We must be present where you are, without losing what makes us valuable: reliability, independence and a rich, diverse offering that appeals to everyone.

Turning threats into opportunities

But these challenges are also opportunities. We are innovating by creating new digital formats, developing podcasts and streaming platforms. We are also strengthening our cooperation with other public broadcasters in Europe to pool our strengths and share content.

You, at the heart of our mission

Being a public service media today means striking a balance between tradition and innovation. It means continuing to be a trusted reference point in a world saturated with information. Above all, it means placing you, the public, at the heart of our mission. Because we firmly believe that democracy, culture and social cohesion cannot exist without media that is accessible to all.