The preparatory process for the PIO project 'Cross-media measurement system', ran from February 2021 to the end of February 2022. It focused on two issues: mapping the 'as is' situation within VRT and a first analysis of the needs and requirements of a new measurement system to be developed. In the 'as is' analysis, the current way of working was mapped in detail: what measurements are done, what data are available, how are they made available, as well as possible gaps in inflow and working methods. The initial needs analysis led to a high-level reference solution consisting of 3 large functional blocks that realise all innovative user needs: data is collected from a cross-media panel, after which it is enriched and merged with data from other sources (e.g. RDP data, online census data). Based on this data, explanatory and predictive models are built to gain insights beyond traditional reporting.

Because the development of a cross-media measurement system can be of great importance not only for VRT but also for the other Flemish media players, the Flemish government decided to invest in an innovative cross-media measurement system as part of the Relance programme as well. An initiative was set up from the Culture, Youth & Media Department to bring together delegates from the various Flemish media players. In turn, this group would then be involved in the PIO preliminary process in drawing up and prioritising user needs.

The composition of the working group evolved into the formation of a consortium, the XMC, in the summer of 2021, with the aim of establishing a cross-media measurement system. In this context, it was considered that the continuation of the PIO 'Cross-media Measurement System' would be better conducted in the larger XMC rather than as a separate initiative.  

We can say that the preliminary trajectory helped to accelerate and broaden the cross-media measurement aspect within the Relance initiative to the wider Flemish media landscape and that it is a start for further discussion and project planning in function of the XMC measurement system.

The preliminary process was guided by Addestino Innovation Management. The report of this guidance can be found at the bottom of the page under documents.