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VRT radio apps to merge into VRT MAX platform

From VRT NWS · () Dutch

Translated from Dutch, summarized and contextualized by DistantNews.

At a glance

News Sources not specified New plan
  • Belgium's VRT radio apps will be phased out on August 31, directing users to the VRT MAX platform.
  • All current radio functionalities, including live listening and podcasts, will be available on VRT MAX.
  • The move aims to simplify user experience and improve efficiency for VRT by consolidating audio content.

The dedicated apps for Belgium's seven VRT radio stations will cease to exist after August 31. Users will be redirected to the VRT MAX platform for live listening, on-demand content, and interaction with program makers, as announced by Annemie Gulickx, VRT's head of audio.

Listeners will still be able to access all features they currently use, including live radio streams, messaging, replaying segments, discovering podcasts, participating in promotions, and staying connected with programs and presenters. VRT MAX is being developed into a comprehensive audio platform, complementing its existing video services.

If it becomes 1 app where you can find everything, then that is very easy.

— Annemie GulickxExplaining the rationale behind consolidating radio apps into the VRT MAX platform.

Gulickx explained the consolidation aims to simplify the user experience in an increasingly crowded app market. "If it becomes 1 app where you can find everything, then that is very easy." This consolidation also offers VRT efficiency gains, allowing for more streamlined content creation and leveraging developments across different brands.

While live radio remains popular in Flanders, particularly among older demographics, VRT acknowledges the shift in listening habits. Younger audiences increasingly favor music streaming over traditional live radio. Gulickx noted that while podcast listenership is currently small, it is a growing medium with dedicated fans, and VRT aims to cater to diverse audience needs across its audio brands.

Live radio remains a very important pillar in Flanders, especially compared to neighboring countries.

— Annemie GulickxDiscussing listening habits in Flanders and the role of live radio.
DistantNews Editorial

Originally published by VRT NWS in Dutch. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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