Belgian operator Telenet announced a change to its catch-up TV service, so customers can no longer fast forward through all the ads. For programmes recorded from the commercial VTM channels, owned by DPG Media, and the Play channels owned by Telenet subsidiary SBS, customers also will see a minute of ads at the beginning of the recording that they cannot skip.
Customers can still fast-forward through ads during a recorded programme and through the programme content. The changes will start from the end of September.
The news comes amid a wider call on the Belgian market for a standardised format for TV advertising. Telenet will be the first to try the new model, which is expected to help local broadcasters maintain ad revenue and invest in content.
The new model applies for the DPG channels VTM, VTM 2, VTM 3, VTM 4 and VTM GOLD and SBS channels Play4, Play5, Play6 and Play7 on Telenet's cable network. The public channels Een and Canvas as well as other Belgian broadcasters are expected to follow later.
As part of the changes, Telenet is also expanding free access to the catch-up services, known as Terugkijk TV, to customers on the TV Iconic and TV Flow plans. Previously the seven-day catch-up was only included with the packages Streamz, Streamz+, Play More and Play Sports.
Customers with digital TV and the latest Telenet set-top box will be the first to see the changes, with other digital subscribers following in 2022. The update is automatic and also applies to viewing with the Telenet app and Chromecast.
