Television Distribution in Flanders: Who Takes the Lead and Is Content Always King?

Abstract

In an increasingly platform-dominated media environment, the production and distribution models of legacy players, and their economic profitability as well as original content production, are challenged by new business models. The advent of innovative platforms and shifting business models has not only instigated new forms of competition but has also forced media players to explore different forms of collaboration and co-option. In this chapter, we discuss the disruptions and consequences for legacy media players by centering our attention on the different answers given by media managers regarding the strategic distribution of audiovisual content in small markets. We thereby focus on three core strategies: scale, collaboration within domestic ecosystems and diversification of offerings and valorization. The chapter presents evidence from Flanders, but also provides a broader view by discussing shifts on the level of small markets in Europe and by addressing the challenges and concerns in other small media markets. The chapter investigates media companies' strategic responses to specific challenges from 2016 to 2019. Evidence is derived from observations, interviews with the media managers of private media players in Flanders and from insights from recent research looking into the sustainability of content production and delivery in Flanders.