Wednesday, September 26, 2018


The second episode of ‘Make Belgium Great Again’, which aired on VTM last Tuesday night, saw the ratings skyrocket from last week’s already substantial 28% market share to over 38% in the 18-44 target (against the channel average market share of 23%).


Be-Entertainment MD Gepke Nederlof, who’ll be introducing the format at MIPCOM 2018 next month, attributes the format’s enormous success to “the social relevance of its missions to try to improve life in the country. Not only have the ratings exploded but the missions on the past two episodes have led to viewers around the nation starting their own missions to support these causes.”


The first episode featured three missions: car flyers, food waste and organ donation.  Within a day after the first broadcast more than 10,000 digital cards were sent to the minister of environment to remind her that she was going to introduce a legal act against car flyers. Several refrigerators were placed to avoid food waste. And thanks to the program and the collaboration with the local municipality, which especially opened its offices on Sunday, more than 26,000 people registered to become an organ donor within a week after the show aired (the normal number in Belgium is around 7,000 ANNUALLY).


Yesterday’s episode included a mission about speeding in a 30 km. zone area, which saw Belgium’s internationally-renowned goalkeeper Thibaut Courtois, recently voted as FIFA's best goalkeeper for 2018, join in to create awareness around this topic, entitled Don’t Kill our Future Heroes’. The episode also featured a very personal and moving story about a man who had a song on his mind for more than 66 years and the production team found it for him. Also featured was a mission concerning plastic consumption, in which we explained that if more than 8,000 people were to use a refillable water bottle, we would have 1 million plastic bottles fewer floating in our oceans. During the broadcast, some 10,000 viewers already ordered their ‘GREAT’ bottles and this is only the start.


‘Make Your Country Great Again’ was created and produced by ‘FC Panache’.