RTL Belgium as

the ultimate guide

Just before the end of 2023, RTL Belgium announced that it will broadcast the Tour of Flanders, as well as every other major Flemish cycling classic, from 2025 onwards. Nicknamed Flanders’ Finest, this race keeps viewers glued to their televisions, something they know all too well at the media company that’s 50 percent owned by DPG Media.

Guillaume Collard

(39), CEO RTL Belgium

The announcement was a minor historic moment for RTL Belgium, which positions itself as a media company at the heart of society, close to the people. “On est là,” CEO Guillaume Collard vows. “We’re here.” This is not just a management promise, but the through line of a marketing campaign that has been linking all RTL brands in terms of content and visual identity since last year. RTL’s brands, which span radio, TV and digital, embrace their audiences, are always there and strive to create social impact.

Under this new approach, RTL becomes a parent brand that acts as a guide to its eight major sub-brands. As part of the realignment, Plug RTL has been renamed RTL plug. By visually linking all the brands under the RTL umbrella, the company hopes to increase recognition and appeal and consolidate its market leadership.

Via its three TV channels, three radio channels and digital presence, RTL Belgium reaches a whopping 3.6 million people older than twelve, which make up 85% of the French-speaking Belgian population.

The figures already look promising. In French-speaking Belgium, 85 percent of the population tunes in to or reads an RTL brand every week.
The TV channels have a combined market share of 31.8 percent, while the radio stations together manage to attract 28.7 percent of listeners.

So what does 2024 have in store? Plenty of election news, lots of entertainment and an incredible series of major sporting events. RTL Belgium is also relentlessly recruiting new talent, investing in crowd-pleasers and seeking out new content partnerships, which should become abundantly clear this year. And who knows what big announcement it will surprise us with at the end of 2024?