VRT Studios almost up to cruising speed: “damn right, we’re ready for the future!”

“Within the sustainable, unified VRT Studios structure, someone who used to only work for Ketnet, can now deploy his, her or their talent to create programmes for VRT 1, VRT MAX or VRT Canvas”, says managing director Gert Verpeet. “This creates a lot of opportunities, and also stimulates creativity and allows us to work more efficiently as well. The best guarantee to keep offering relevant content, and programmes that matter. Linear and non-linear.” 

VRT’s DNA 

Katrijn Van Hauwe, senior editor-in-chief and member of the VRT Studios’ creative cell, has been working for VRT for seventeen years. She really believes in VRT Studios. “Each project is totally different every time. When we manage to bring experienced people, young makers and specialised staff together for a project, we are making really beautiful things with the VRT DNA.” 

VRT Studios works like any other external production house. They operate like a supplier and compete to get assignments. “Of course, we are linked to VRT, which means we share the same values”, Gert adds. This VRT DNA is unique. Katrijn: “We work for all the Flemish people. We produce entertaining programmes, discuss relevant topics, and manage to get Flanders moving and making a difference. No other media organisation can achieve this.” 

Katrijn is convinced it’s the people who make the difference. “VRT Studios has a very wide scope, and is able to tackle many genres because of the diversity of our staff. We’ve got talented people who can make content for those under the age of four, for children, young adults and the classic mainstream audience. This differentiates us from an external production house.” 

Marie Cabula, digital creative at the VRT Studios creative cel, confirms. “As a young maker, you are given the chance to work on a podcast one day, and find yourself working on a video series the next day. You learn many things, and you can be used everywhere. I’m really doing my all-time favourite job here.” 

Marie Cabula, digital creative: “Sometimes, I describe us as a laboratory. A place where new ideas are tested and developed.”

Laboratory 

A VRT Studios programme can come about in different ways. “It can be based on briefing through the network, through development from our creative cell, or building on an idea from one of our staff. Good ideas can originate everywhere”, Gert explains. “The creative cell is a group of people who are part of VRT Studios, and constitute a soundboard for existing programmes, help develop ideas or are creating something based on a request or a briefing.” Marie, who’s part of the creative cell, is excited about the space that is offered to experiment in a safe environment. “Sometimes, I describe us as a laboratory. A place where new ideas are tested and developed.” 

At VRT Studios, we are working on about sixty different productions, for the many networks and digital platforms. Katrijn: “A project I’m really proud of is De Warmste Week. VRT Studios takes care of capturing this 24 hours a day, the daily live show on VRT 1, and the opening and closing show on Christmas Eve. It’s great to see all VRT brands getting together there. Iedereen beroemd is another strong brand, and has been for twelve seasons. “The programme will look a little different in September”, gives away Katrijn. “We’re coating it with a little 2024.” Musical and other artistic talent also features prominently at VRT Studios. “The start of 2025 will be quite challenging with Eurosong, the MIA’s and Het Gala van de Gouden K’s in the same period”, thinks Katrijn. 

Katrijn Van Hauwe, editor-in-chief: “We’ve got talented people who can make content for those under four, for children, young adults and the classic mainstream audience. This differentiates us from an external production house.” 

De Zonnekoning 

 Spotting trends and detecting tendencies is another strong VRT Studios suit. “Ten years ago, few people new what a podcast was. Now we’re producing many of them. When the first podcasts were finding their way to the outside world, we were able to react to this because we already had many in-house specialists”, Katrijn explains.  

 When referring to podcasts, we also think about AI. This technology is finding its way through media more and more. Young makers like Marie see AI as a source of inspiration. “I’m totally not worried about AI taking over my job. Honestly, I’m deliberately looking at AI to learn more about it. It’s important that we, as makers, can experiment with AI tools and new technologies in general. AI allows me to make more creative things. I really use it as a source of inspiration.” 

Gert Verpeet

Gert Verpeet, managing director: “Good ideas can originate everywhere” 

Is VRT Studios ready for the future and the changing media behaviour? Gert Verpeet doesn’t doubt it. “We keep making strong, high-quality programmes and documentaries, and are also looking at how our offer can be produced differently. VRT Studios has a very wide scope, we embrace the full spectrum of every imaginable programme. From content for children over widely informative programmes with topics which interest people, to relaxing entertainment and in-depth documentaries. We’re always looking for the way in which, with a very strong public mission statement, we can reach the largest number of people possible. This hasn’t been linear or with classic footage for a long time.” 

“VRT Studios is now one year old’, Katrijn adds. “As a new player within a consolidated structure, we need time, both from people and networks. In the meantime, the content brands can concentrate on their core business, while we’re doing what we do best: creating the best, most creative and most original formats. You just wait till we’re at top speed!” (laughs)