June 27, 2025
Seeds and Growth for Media: empowering young media professionals to build start-ups
VRT launches a new call for its innovation programme Seeds & Growth for Media, an initiative that connects young technology companies and creative makers with the Flemish media sector. Together with MediaNet Vlaanderen and Thomas More, VRT offers guidance through its internal accelerator, VRT Sandbox, to start-ups, scale-ups, and production houses that aim to shape the media of tomorrow.
Since the launch of the programme in 2023, 39 start-ups have already been supported by Flemish media companies such as VRT, Mediahuis, and DPG Media. These young companies are given the opportunity to test their technologies and formats in real production environments and to grow internationally. As a result, 15 of them have already taken the stage at local and international events.
During the previous call, no fewer than 98 pitches were organised, leading to projects such as the automatic conversion of news into audio clips and interactive live broadcasts.
Peter De Paepe, Head VRT Sandbox: "The great thing about open innovation is that it truly sets things in motion — not alongside our operations, but right at the heart of them. With Seeds & Growth, we’re not only exploring new technologies and ideas, we’re also building a strong bridge between young entrepreneurs and the Flemish media sector. By collaborating with start-ups, scale-ups, and production houses, we strengthen our public mission and give the Flemish media landscape a meaningful boost.”
From idea to production
The third call of the programme places extra focus on AI applications, interactive formats, and sustainable production processes. Each year, 18 start-ups are supported, 12 focused on technology and 6 on content. Within the programme, media professionals and start-ups are given the opportunity to pitch and develop their ideas, with professional guidance from media companies such as VRT, Mediahuis, Play Media, and DPG Media.
A great example is the collaboration between Brussels-based start-up PimpMyCompany and Sporza during the live broadcast of the Tour de Dauphiné. Thanks to PimpMyCompany’s platform, viewers could send questions directly to presenters Renaat and José via WhatsApp or take part in the poll of the day. This added a new layer of audience engagement and editorial dynamism. It was a successful test that Sporza is eager to continue during the Tour de France. PimpMyCompany already had clients in the French market, including France TV and Radio France. Thanks to Seeds and Growth for Media, the start-up is now attracting strong interest from VRT, DPG, and Play Media.
Growth track for start-ups
Over the course of three months, start-ups receive intensive guidance in developing and refining their concepts. They are supported by committed media partners such as VRT, DPG Media, and Mediahuis, and receive regular feedback to align their ideas with the needs of their target audience. The focus is on creating tangible prototypes that are ready for real-world application.
In addition, participants take part in masterclasses covering essential aspects of entrepreneurship, such as marketing strategies, product development, and business growth. These sessions are led by experts and offer a structured learning environment filled with practical insights. Start-ups also get the opportunity to showcase themselves at local and international events such as FTI And& Leuven and Media City Odense, where they can network and learn from other entrepreneurs in the media sector.
The programme runs until 2026 and is part of the Flemish recovery plan Vlaamse Veerkracht. Interested parties can now register via https://www.seedsandgrowth.be/. Applications are open until October 13, and the programme will kick off on October 16.
This project has received funding from the Flemish government, as part of the digital transformation programme for the Flemish media sector.
