Mission & values

VRT’s mission: media that really matter 

VRT helps build a stronger, more welcoming Flanders, using authentic stories and reliable journalism.

Every day, VRT strives for a society in which everybody can really get on in life. As a publicly-owned media company, VRT represents credibility, creativity, and authenticity. VRT defends the values which strengthen our democracy, and invests in a future of responsibility. VRT creates impact and social value for everybody, every day.

VRT is a home of valuable stories and information for each and every Flemish person.

The principles that define our actions:

• Authenticity

Trust builds on authenticity. Nothing is so refreshing as being honest and real in a world where so much is fake. VRT's journalists tell the truth — and nothing but — and don’t quit until everybody gets the message. The magic ingredients are authenticity and recognition for everybody in Flanders.

• Creative guts

If we want to involve people every day, we have to be able to surprise, develop new solutions, and have the courage to present new issues. This applies to VRT's content, thought processes, production process, and the way VRT presents this — which requires exceptional courage. VRT is a house of creative, daring talent. In every field.

• Impact

Working within VRT, you are building content to help everybody in Flanders — to make progress, to get stronger, and find our common purpose.

It is VRT's ambition to enable understanding of this world, whether it’s near or distant.

VRT wants people to feel more at home in our society, and to empathise with it. VRT sparks new insights, and inspires everybody in Flanders to take an interest in what really matters. VRT wants to change things.