TV‘Vive le vélo’ was completed on Sunday after one month and the viewers knew that. On Monday evening they searched in vain for a broadcast that they had not seen before. Also tonight only three new programs will appear on the tube. Even ‘Daily Cost’ are reruns. Why is it always so poor in the summer?
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Did you also struggle to find some news on TV last night? Difficult job for the viewers of One, VTM and Play4, the three major Flemish channels that have almost closed their doors since Sunday. With this, the trio of channels — good for a market share of about 50% — is taking it one step further than last year.
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Déjà vu
Exactly a year ago, the broadcasters looked at the same scenario. One had scored well in July, including the Tour de France and the Olympic Games. But that cost so much money that August was crammed with reruns. Only ‘The chair’ and ‘Switch’ were – besides ‘Flanders revives’ – new every day.
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The competition also made the necessary effort for the viewers. Every weekday VTM broadcast ‘Truth, dare or do’ and the quiz ‘The reverse world’. A brand new episode of ‘Vakantiehuis For Life’ also appeared every week. For the first time in the summer, VIER (now PLAY4) had some offerings and performed daily ‘De saviors’ (with Julie Vermeire, among others) and ‘Het rad’ (with Peter van de Veire).
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The viewing figures were therefore not bad in the wet August. ‘Ten to see’ scored 700,000 viewers. ‘Vakantiehuis For Life’ always attracted up to 350,000 viewers, ‘Truth, dare or do’ even 450,000. ‘Het rad’ yielded about 350,000 viewers per episode. On One there were of course repeats of ‘FC De Kampioenen’ with just under a million viewers on August 17.
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VRT turns off lights
With the figures from exactly one year ago in hand, it seems logical that One, VTM and Play4 go up a gear to please the viewer. Not so. One again – after a sporty July month with good viewing figures – just about completely turns off the lights. This month, the viewer will be presented with ‘Daily summer food’ from 2018, with the remaining rebroadcasts of ‘FC De Kampioenen’ later in the evening.
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On Monday there are repeats of ‘Emergency 24/7’ and ‘Kamp Waes’ on One. On Wednesday ‘Animalitis’ — also from 2018 — and ‘Thank you for the music’ from 2019. The only unpredictable things on the TV during the week are the new adventures in ‘The chair’ and ‘Switch’ with Fien Germijns. On Saturday, Siska and Niels are their cheerful selves in ‘Zomerhit’, the counterpart of ‘Ten to see’.
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Little advertising money
At the commercial stations, the good viewing figures from last year have also done no harm. Because little or no advertising is booked during the summer, there is no money left to make TV programs. A strategy that has been followed for years. VTM is once again focusing on the daily ‘Truth, daring or doing’, the weekly ‘Vakantiehuis For Life’ and — this time — eight episodes of ‘Ten to see’. In addition, the VTM 2 is open for, among other things, the new ‘B&B seeks love’. Play4 put the second season of ‘De saviors’ online, removed ‘Het rad’ and only presents ‘The best offer’.
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‘FC De Kampioenen’ still managed to reach more than 700,000 viewers last July and ‘Ten to see’ also immediately scored with 587,000 fans — compared to 540,000 viewers for ‘Zomerhit’. ‘Holiday home For Life’ and ‘Truth, dare or do’ were only good for about 250,000 fans at high temperatures and lots of sun. We are still waiting for the ratings of ‘The best offer’, which started yesterday.
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‘FC De Kampioenen’ still managed to reach more than 700,000 viewers last July and ‘Ten to see’ also immediately scored with 587,000 fans.
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