VRT long recognized the importance of offering their listeners premium traffic information on all of their radio stations at regular times throughout the day. The VRT in doing so aims to increase audience share and retention as commuters regularly tune in specifically to listen to accurate, precise and up to the minute traffic information. This service is a key differentiator in light of increasing competition within the broadcasting industry.
The traffic information value chain
Via our on-site traffic center Touring Mobilis, Be-Mobile delivers the premier source of traffic information available in Belgium today. As such, we bring the complete traffic information experience from A to Z – from the raw data to a clear message for the driver telling him exactly what is happening on the road and what he needs to look out for.
This is how it works:
- Traffic data of the highest quality are processed into real-time traffic information, e.g. travel times;
- Traffic operators enter and monitor traffic events on the road;
- An event management tool consolidates events from different sources: drivers calling in events, police, municipal traffic centres, etc.;
- An editorial tool is available to transfer the data into clear and fluent traffic bulletins;
- Traffic editors co-write and read out the actual traffic bulletin over the air.
Radio as preferred source for traffic information
The majority continues to rely on the public broadcaster for real-time traffic information as they consider it one of their most important responsibilities. More specifically, 8 out of 10 tune in to their favourite radio station on a daily basis to know where traffic is getting dense, an accident has happened or where other dangerous prevent them from reaching their destination.
Since 1979, the VRT traffic editorial team has been providing by far the best radio traffic information in the country, working together with the Ghent-based company Be-Mobile, the three traffic centers in Belgium, police services, the Touring Mobilis correspondent network, the many listeners of Studio Brussels, MNM, Radio 1 and Radio 2 and Twitterers via @verkeersanker and @hajobeeckman.
Hajo Beeckman, renowned traffic journalist at VRT