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  • Foto van schrijverTom Verhoeven

In the head of the CEO

Jeroen Bronselaer, CEO of SBS Belgium, gives his vision of the current media landscape in Flanders in De Tijd and Echo, including the rapid evolution in viewing behavior, an oversupply of content (also due to the arrival of international players) and the specific role Play can play as a challenger.


I was asked to manage the scope of the project. It resulted in three online interviews.

A first one was about the importance of relevant content and the added value of a strong brand. In just two years, the Play brand managed to establish itself in the media spotlight. You can read all about it in https://www.tijd.be/connect/sbs/entertainment-2025/een-zender-is-geen-jukebox/10427055.html


Flanders is bursting with creative talent. But in termjin we will have to cooperate even more to make a fist against internationalization. Or even better: to profit ourselves from the scale advantage of the international market. This is perfectly possible as Jeroen illustrates in this article https://www.tijd.be/connect/sbs/entertainment-2025/we-moeten-buiten-de-vijver-durven-vissen/10427061.html


And a third article (https://www.tijd.be/connect/sbs/entertainment-2025/play-overstijgt-het-kleine-scherm/10427065.html ) gave Jeroen a chance to share his insights about the future. We have realized for much longer that Play needs to transcend the TV screen and evolve from a TV station to an entertainment company. The grand finale of De Mol in Paleis 12 was a solid warm-up that especially made us long for more. Meanwhile, Play's live entertainment arm has grown solidly with the opening of the live entertainment house Play Zuid and the live on-stage version of James De Musical.





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