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GHENT, Belgium — When MENT TV was founded, it focused on homegrown Flemish talent. Its mission was to strengthen links with the Flemish culture and music industry. The station then broadened its horizon to include an international hit repertoire. The stations aired on major TV networks throughout Flanders with an impressive list of well-known radio presenters and Flemish artists, making it the prime broadcaster for Flemish talent. MENT TV’s signal was also streamed online and broadcast as audio content via digital TV channels.
In 2022, MENT TV posted a monthly audience reach of 1.9 million (source: CIM).
In May 2024, MENT TV rebranded into two new TV channels — MENT Pop, targeting the younger audience and MENT55, catering to the 50+ age bracket.
“Today, the Flemish music industry is staggering; we have seen popular songs remain in the charts for months,” said Marc Hallez, station manager with MENT TV. “With MENT Pop, we combine Flemish chartbusters and international artists.”
MENT55 is not a thematic channel — 55 indicates the target audience. “We bring content appreciated by the 50+ audience,” continued Hallez.
“MENT55 includes various topics and talk shows on human interest, theater and travel information. The playlist is a mix of international classics; think of the Stones and Procol Harum, and what is considered ‘Flemish cultural heritage’ music — artists like Clouseau.”
Radio elements in TV
With his regional radio background, Hallez had already included radio technical elements in MENT TV, such as Telos Alliance’s Omnia.9 audio processing, synchronicity and mix points.
“The absolute novelty was the one-fader principle — if you want to make a hybrid product combining radio elements with TV, a ‘traditional’ console layout was out of the question. Presenters cannot manipulate multiple faders while facing the cameras,” Hallez said.
“We want to produce TV content with radio elements, jingles and mix points. The solution for self-op TV presentation lies in a compact console for presenters to host the program, interview guests and make a TV show with musical content. The camera automation and music clips start immediately after raising the fader.” Hallez explained.
With MENT TV already producing TV content with a “radio feeling,” the step to a fully-fledged radio station was evident. “Online radio streaming is not sufficient to build a strong radio brand. We’ve set up a completely new radio station while maintaining the link with our TV channels. TV is limited when there’s no video clip for every song on the playlist. Radio doesn’t face these limitations,” said Hallez.
“Alongside audio from MENTpop and MENT55 streaming online and on the Radioplayer.be platform, we launched MENTpop-radio on Jan. 6, broadcasting on the 11A DAB+ multiplex, operated by Broadcast Partners.”
Branding and jingles
MENTpop-radio eyes 30- to 55-year olds, offering an uptempo mix of popular Flemish pop and international classics from the 1980s to the early 2000s. “Initially it was a low speech, ad-free station with lots of branding, station calls, jingles and shorties in between the tracks,” enthused Hallez.
“From March, MENTpop-radio features presenters Lennart Creël, Frederik Geeroms and Dirk Devries, hosting the morning, noon and evening programs. All three are former journalists with the skills to deal with crucial information intelligently — no busy morning drive, games or talk shows.
The plan is that, before the end of the year, MENTpop TV will swiftly approach MENTpop-radio.”
MENTpop-radio presentations are live or prerecorded in outside studios. With MENT TV already using a strong radio backbone, capital expenditure for the new radio station was minimal.
“Years ago, we opted for Caliope Media Software’s OnAir Radio and OnAir Spots as playout and scheduling software, fully integrated into the MENT platform,” explained Hallez.
“We already worked with Omnia.9 voice processing, and our technical staff has developed dedicated software for our TV and radio stations.”
We should forget the past where radio was radio and TV was TV — things now melt together.
Marc Hallez, station manager with MENT TV
Hybrid studios
Each hybrid MENT studio has a Telos Axia Fusion four-fader console (guest mics, presenter mic, external audio elements and the single music fader) with an identical console in the main control room. A single button switches the studios live on both TV and radio.
“We should forget the past where radio was radio and TV was TV,” underlined Hallez. “Things now melt together, allowing us to react quickly with reporters on the road, LiveU connections for radio and TV interviews — the link between the three MENT channels is crucial.” MENTpop-radio is presented from the station’s TV studios. Each studio has four guest seats and adaptable branding. Neumann TLM 102 microphones complete the studio layout.
MENTpop-radio’s signal is routed via Caliope to the Omnia.9 processor and then streamed to the main distribution center. “Broadcast Partners were very helpful in setting up the DAB+ link,” said Hallez.
“They also guided us through the trial broadcasts before the actual launch.” MENTpop and MENT55 TV stations carry advertising, making them economically viable. Hallez is in negotiations with a national sales house for MENTpop-radio.
Cost-effective, quick response
Combining resources and staff for TV and radio is cost-effective, and the team can respond quickly.
“The TV talk show with Herbert Verhaeghe is an example. We record four interview fragments per day for three days in a row. They are edited and mixed and automatically inserted into the program roster,” explains Hallez.
“Another bonus is that we use our technical infrastructure for external business clients. Our studio landscape can be fully rebranded in corporate imaging for our clients.”
MENTpop-radio is embedded in that structure, providing all necessary essential elements. The synergy between the three media products within the same brand is unique in Flanders, claims Hallez. “The Flemish identity, the combination between classics tailor-made for each target audience and new homegrown music and the technical swift switch between radio and TV, and live and prerecorded content makes us exceptional,” he said.
According to Hallez, the future will be marked by media convergence. “Today, we produce content for multiple media platforms without affecting the medium’s identity. That’s the only way to compete with foreign players,” concluded Hallez. “Local presence and identity are key elements for the future.”
Based in Antwerp, Belgium, the author began hosting a weekly program at a local radio station in 1980. He then joined the Dutch-language national broadcaster VRT as a reporter and music programmer. He has worked as a freelance writer for various publications including national press, industry publications and magazines since 1985.
