Bad news for many Belgians: there will be changes with your decoder

Bad news for many Belgians: there will be changes with your decoder

we asked and VTM introduce a new advertising model to support local media.


Proximus and VTM have decided to add one minute of advertising before reading recorded or replayed programmes. This modification will arrive from April. This is not recorded advertising but rather an addition to the usual programs of so-called “linear” television. The additional advertising minute cannot be skipped or accelerated.

Proximus justifies this decision because of “the gradual abandonment of linear television and the adoption of time-delay”: ” The habits of Belgian television viewers have changed radically in recent years. While the consumption of content has never been as important as it is today, the gradual abandonment of linear in favor of deferred content is putting pressure on current advertising models in the local media landscape. However, these advertising revenues are essential to continue investing in the production of Belgian content “, indicates the operator in a press release.

Read also: Proximus increases its prices again

Concretely, the reading of programs recorded on VTM channels will soon be preceded, on certain TV Boxes, by one minute of compulsory advertising. Subject to the customer’s consent, these advertising spots will be personalized in order to be better suited to their interests. In the rest of the program, including commercial breaks, fast forwarding will remain possible.

These changes will first be implemented on the latest generation of TV Boxes from April. Older models will follow later. ” The VTM channels are the first to launch this new advertising model. Discussions are also underway with other media groups “, specifies Proximus.

Read also: Proximus will end its 3G services: what will change for customers

Its competitor Telenet has already introduced an equivalent system. DPG Media has also signed a similar agreement with Orange, a smaller player in digital television. Since last Monday, it is no longer possible to rewind advertisements during a recorded viewing, said Mr. Celis.

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