VRT NWS:
’Beyond Linear’ content strategy
How can Belgian state broadcaster VRT reach audiences beyond traditional ‘linear’ channels like TV or radio?
APPROACH:
Two sprints to concept distribution formats for VRT’s news content. The first involved mapping user journeys to identify and design for new consumption moments. The second zoomed in on the changing content needs, behaviours, and topic interests of Gen Z who are most likely to consume their news elsewhere.
IMPACT:
A set of distribution concepts, co-created with the broadcaster and ready for further development. The first to have tested well with users is ‘@nws.nws.nws’: an Instagram channel that serves bite-sized news and invites ‘take-overs’ for Flemish youngsters to broadcast their PoV.
Client...................... VRT NWS
Agency................... The Upside
Year......................... 2017-18
Contribution....... Audience development
UX Journey-mapping
Content strategy
Concept development
Workshop facilitation
