Why more talk on music stations works
Encouraging hosts on music radio proves successful with audiences, increases conversation
BRUSSELS — In February 2022, the Flemish government will decide on the re-allocation of “national” Flemish FM frequencies.
Today, the national FM package is divided between three players: public broadcaster VRT (operating Radio 1, Radio 2, MNM, Studio Brussel and Klara); commercial operators DPG Media (with Qmusic and Joe); and Mediahuis, parent of Nostalgie Vlaanderen.
In accordance with European guidelines, the Flemish Government decided not to automatically prolongate the current licenses for Joe, Qmusic and Nostalgie Vlaanderen, opening the market for other projects.
In view of the renewed allocation of the three “commercial” frequencies, media company Studio 100 has also applied for an FM frequency, alongside DPG Media and Mediahuis.
Studio 100 is a major Belgian entertainment company producing TV content, music, movies, musicals, theater shows and merchandising. The company also owns and operates thematic amusement parks in Belgium and abroad.
Flemish Media Minister Benjamin Dalle said the three licenses would be granted based on content.
“We have a great radio landscape in Flanders,” said Dalle. “We want to add more dynamics and have launched this procedure to strengthen radio in Flanders.”
Meanwhile, on Sept. 14, Studio 100 entered the Belgian “radioscape” with “100 Crooners” broadcasting on DAB+. The station airs on the 5A/5D channels serving the Flemish region through the Norkring network.
