On the night of Monday, January 6, MENTpop radio went on-air. A brand new station on DAB+ with well-known Dutch-language pop, the top hits from late-80’s, plenty of 90’s and early 00’s. We spoke to Marc Hallez about the inspiration behind MENTpop radio, the media landscape and the future.
MENT already has a strong platform with the TV station. What inspired you to start radio on DAB+ now?
Until now, our radio initiatives were mainly online, such as on the Belgian Radioplayer and our own websites. But working purely online is not enough to really break through and build a strong radio brand. When the opportunity came to broadcast via DAB+, we decided to develop a completely separate radio product, instead of simply relaying our TV sound.
We chose to set up a completely new radio station, although there are still many connections to television. From our Studio 3, we can go live on both TV and radio at the touch of a button. For breaking news, a presenter can be live on the station within a minute, with everything automatically ready.
Radio perfectly complements what we already do. Although DAB+ is not yet fully established everywhere, it is growing fast enough to build a digital radio station. We are also going to do plenty of cross-pollination between our TV and radio products, with promotions on buses and collaborations with other media.
How do you see the role of DAB+ in today’s media landscape?
DAB+ offers huge opportunities, especially since it gives listeners access to a wide range of radio stations anywhere. Whether you drive from the Netherlands to southern Spain, your radio automatically displays all available stations. At home, DAB+ often remains the best choice, while across the border, online listening is a good complement. This combination of DAB+ and online makes radio more accessible and flexible than ever.
Can you talk more about the vision behind this expansion into radio? What do you want to achieve?
We want to appeal to a young adult audience, with a mix of Dutch-language pop and classics from the 80s, 90s and 00s. Our goal is to create a seamless music mix that perfectly fits the lifestyle of active people, young families and office workers. By January 2025, we will also add short, topical presentations in our prime-time blocks, so listeners will always stay informed, even on the go.
What does the format of your new radio station look like and what makes it unique compared to existing radio stations?
In Flanders, we don’t have stations like 100%NL or Skyradio. We fill that gap by focusing on Dutch-language pop, combined with international classics. This format offers a unique listening experience with short, informative presentations and a strong musical flow. We don’t want to be just another non-stop music station, but offer a lively and meaningful radio product.
In your view, what makes radio a powerful medium, especially in this day and age when digital media is so dominant?
Radio remains a powerful medium, especially in the car. It offers a lively listening experience where, without taking your hands off the wheel, you stay abreast of the latest news and enjoy a carefully curated music mix. Radio should add value, just like television, by offering live and current content within an engaging overall experience.
Can you talk a bit more about the collaboration with Broadcast Partners?
Our collaboration with Broadcast Partners was a great experience. Your support in setting up DAB+ helped us tremendously, from technical aspects to optimizing the sound quality. I’ve been in the media for 30 years, but DAB+ was also quite new for myself and our staff, bringing along information, the “weight” of a logo you send along, getting the most out of bandwidth, testing out the sound on the channel and so on. We look forward to further cooperation and strengthening our radio position in the future.
What are your further plans for the future?
We want to connect MENTpop television and MENTpop radio even more and really give the radio project a place in the hearts of our listeners. The goal is to create a strong, recognizable brand that guides people on a daily basis.
Do you have a tip for the future generation?
Enjoy the surprises in media. In a time when everything is available on-demand, it is important to sometimes go back to shared experiences, such as listening to a live radio show. Together you discover more, and that makes the experience extra special!
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