Experienced Manager/Leader from research to marketing/sales challenges in FMCG/Telco/Media, though Nielsen Marketing Research, Kraft Foods, Proximus, RTL Belgium, RTL Group and RTBF. Abstract RTBF journey: content first Media brands/channels selected according to audience usages. Added value of media brands will last over time, definitely for a public broadcaster. Therefore the RTBF Vision 2022 plan with a significant organization turnaround in 2018.

1. CONTENT first

2. Would you mind standing up ?…

3. 100 years ARMISTICE « ABDEL EN VRAI »

4. Tv (Radio)
reach downslope…
who’s watching / listening?

5. Not that often anymore...

6. No

7. 8-12 Y 18-24 Y
25-34 Y 35+Y
EMakina
RTBFStudyQ32018

8. 91
83
74 72
65
Smarphone Ordinateur
portable
Tablette Ordinateur
fixe
Autoradio
TOP 5 - SEUL
48
37 37
28 26
Radio Netflix Ecran TV Autoradio TV
TOP 5 – EN FAMILLE
18-2418-24
96
88 88
76 70
Smartphone Ordinateur
portable
Ordinateur
fixe
Tablette Autoradio
TOP 5 - SEUL
47 46
30 29
25
TV (Netflix) TV Console de
jeu portable
Console de
jeu de salon
Autoradio
TOP 5 – EN FAMILLE
(ENFANTS+CONJOINT)
35+35+
EMakina
RTBFStudyQ32018

9. Infinite Content
Traditional
players …
RTBF brands … Rising players

10. Even more…
User
Generated
Content

11. Change the rules :
>
11
Or endure the rules:

12. WAKING UP!

13. RTBF news
« Vews » format

14. RTBF Sports
2018 Worldcup
Innovation & 360 médias

15. RTBF shows
> digital extensions

16. TV – Web – Social networks

17. 5 dramas broadcasted
18 dramas in development (Automn 2018)
355 projects > 62 synopsis > 31 pilots
in 5
years
strong domestic ratings || international sales ||
solid and attractive brand || strong international
reputation
From zero to 5 dramas broadcasted

18. LA TRÊVE
432.725 viewers /
broadcast on La Une
RTBF,
6K on Auvio
2,6 millions viewers on
France 2
Sales
France
USA
Suisse
Pologne
Allemagne
Autriche
Canada
UK
Irlande
ENNEMI PUBLIC
396.114 viewers /
broadcast on La Une –
RTBF
> 10k users on Auvio
3 millions viewers on TF1
Sales
Allemagne
Australie
Danemark
Espagne
Finlande
France
Norvège
Pologne
Royaume Uni
Suède
Belgique NDL (VRT)
UNITÉ 42
339.654 spectateurs
par épisode sur la Une
– RTBF
>6k on Auvio
3,1 millions viewers on
France 2
Sales
France
Portugal
Allemagne
Belgique NDL (VRT)
CHAMPION
173.559 viewers on La
Une - RTBF
54.172 viewers on La
Deux - RTBF
> 6K on Auvio
e-LEGAL
204.316 viewers /
boradcast on La Une –
RTBF
> 5K on Auvio
Sales
Suisse
Islande
Danemark
Norvège, Suède
Finlande
Pays Bas
Russie
Espagne
Portugal
Italie
Amérique Latine
Afrique
Asie
Belgique NDL (VRT)
RTBF fiction
Kickstarter for a new drama industry

19. How to build from the ground
up a tv drama industry ?

20. Innovative
and
pragmatic
public policy
CREATIVITY IN PARTNERSHIP
Identify common objectives
Understand differences in work
processes
Respect prerogatives

21. Foster
creativity
CREATIVITY IN MANAGEMENT
Hire the right team internal-external
Open call for talent, doors always open
3 calls for projets / Year
ambition: 16 projects track as to produce
4 series
We mentor, we support, we stimulate,
we encourage

22. Long term
approach
CREATIVITY IN STRATEGY
Postpone profits investment in
masterclasses
Be patient

23. DIGITAL
FICTION
Web Series
Podcasts native fiction
VR Series (virtual reality)
Fictions transmédia
Snapchat Series
Instagram Series
55 awards in
festivals

25. RTBF
PLS on Snapchat
Y2: 15 million
snaps!

26. 39.000 fans
> 1.156 posts
4,7M views
101.000
followers
826 videos, 3M
views,
6.000/vidéos
• ½ 13-24 vs
• 1/3 25-34 vs
1/5 +35
8.191 followers
• ½ 13-24 vs
1/3 25-34 vs
1/5 +35

27. Branding
battle
>
27

28. 04
Corporate brand
Content access over-ruled channels branding
28
03
Channel brand
01
Content brand
02
Personal brand
from
Broadcasters-based model
to
Content-based model

29. 29

30. Vision 2022
RTBF organisation reshaping

31. Déc 2016
Strat Plan
Vision 2022
approved
Jan 2017
Concept of the
model
Transformation steps
Sept 2018
New model
shift
2017 Horizon
2022
Chart of values
BOLDNESS,
CONNEXION,
DIVERSITY,
TRANSPARENCY,
RESPECT
Implementation

32. Meaningful objectives
Be the leader in audiovisual content
production for South Belgium
market , and the best ambassador of
artists and creators of the area
Be a « learning company », working
on internal culture and leadership, on
well-being at work, and employees skills
development
In a digital-shifting society, empower
public service values

33. 33
yesterday today
From media silos to consumer-centric model

34. The model
Média
=
Content
Tech &
support
4 audience
clusters

35. Media Division

36. Media Division
Xavier
HUBERLAND
Media
Général Director
Aurélie
BERCKMANS
Sabine
VAN DER PUTTEN Eric
GILSON
Laetitia
HUBERTI

37. 100 years ARMISTICE « ABDEL EN VRAI »

38. CONTENT first

39. CONSUMER first

40. AUDIENCE first
RTBF has to be the reference media of the Wallonia-Brussels
Federation, serving all audiences…

41. Thank you !