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Publications

egtabite 257: Real-time radio spots showcase the immediacy of radio

The situation in financial and investment markets is as dynamic as traffic, it changes every minute. The CSOB bank decided to capitalise on this with their new radio campaign together with Radio Expres, the most listened-to commercial radio in Slovakia for the last 15 years, with a 22,4% market share

Category: egtabites

Date: 19 April 2019

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egtabite 188: Using the power of radio as a force for good

This week’s egtabite illustrates the power of radio to influence its listeners behaviour and its ability to be a force for good. We bring you a case that raised awareness of the important issue of safe driving.

Category: egtabites

Date: 29 September 2017

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egtabite 176: Radio Contact and IKEA create a true FOMO moment

This week, egtabites indulges in a little Swedish cuisine – with big results. The Creative Lab at IP, the leading sales house for private radio stations in Belgium’s Francophone region, developed an impactful, tasty campaign for IKEA, one that mixed the DNA of the advertiser and station together like never before.

500 lucky radio listeners were invited to enjoy a record-breaking breakfast in the town of Spa, at the pleasure of Sweden’s most famous retailer.

Category: egtabites

Date: 5 May 2017

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egtabite 166: Radio hacked to promote a 4G mobile network

The Russian ad agency Voskhod came up with a smart way to talk to consumers in hard to reach places: take over their car FM radios and spread a message about the exceptional quality wireless Internet coverage offered by the telecoms firm Motive.

Category: egtabites

Date: 24 February 2017

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egtabite 154: Campaign shows how digital sounds better with radio

Var, the sales house for Flemish-language public TV and radio in Belgium, recently launched a campaign called Digital sounds better with audio that aims to attract online e-marketing clients such as e-commerce and app developers, to radio. The main argument for pure players like online shops to include radio in their media mix is that radio is proven to add value when combined with online campaigns on social media or targeted mailings. Numerous pieces of research show that people often surf online while listening to radio (especially at work), which gives radio a great opportunity to generate immediate call to action.

Category: egtabites

Date: 2 December 2016

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egtabite 152: Radio: The Brand Multiplier

This week’s egtabite features Radiocentre’s newly launched research project, which demonstrates radio’s distinctive and effective role within the marketing mix. Indeed, the research indicates that radio can improve the cost effectiveness of brand campaigns by 20%.

Category: egtabites

Date: 18 November 2016

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egtabite 150: Hungry for radio – adapting a successful FMCG campaign to a radio specific format

In this week’s egtabite we would like to highlight a case from Puerto Rico that demonstrates how to adapt an existing marketing concept of a visual FMCG campaign to radio in a unique and medium specific way, while amplifying TV and digital, and building a strong case for radio as an advertising platform.

Category: egtabites

Date: 4 November 2016

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egtabite 147: Native advertising in podcasts proves highly effective

This week, egtabites heads into the relatively uncharted territory of podcast advertising, with a case that provides some answers to that often-asked question – how can we make the most of the advertising opportunities around podcasting’s growing audience?

Swedish broadcaster MTG Radio brought together a pair of influential podcasters with a forward-thinking advertiser to conduct a successful native audio advertising campaign.

Category: egtabites

Date: 7 October 2016

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egtabite 143: Wake up to the new possibilities of mobile audio: How a radio station integrated a bank into its successful app launch

It’s back to the future for this week’s egtabite, as we showcase the evolution of REGIOCAST’s Radio.likemee app – first featured in egtabite No. 87 – into an effective brand platform for advertisers.

Category: egtabites

Date: 9 September 2016

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egtabite 134: Synchronising radio and digital OOH: a campaign for the Netherlands' top insurance provider

This week, egtabite brings you a cross media, programmatic advertising campaign involving radio ... but in an unusual way. The campaign used radio spots for the Netherland’s largest insurance provider to trigger synchronised digital out-of-home (DOOH) advertising: drivers who were likely exposed to the audio messaging were therefore also reached by the visual creative when they were in close proximity to the DOOH billboards.

Category: egtabites

Date: 20 May 2016

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egtabite 131: NRJ In The Park: proving sponsorship works

This week’s egtabite returns to one of marketing’s fundamentals – the enduring ability of strong radio brands to provide great uplift to their sponsorship partners.

The Belgian sales house RMB conducted a post-test analysis of sponsorship around the NRJ In The Park music festival, which quantified the positive impact of sponsorship across a number of marketing KPIs.

Category: egtabites

Date: 22 April 2016

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egtabite 127: Want results? Just add radio!

This example features a case from the US, with new research demonstrating radio’s effectiveness, its ability to accelerate TV advertising and the relatively low cost per awareness – a measure of media efficiency – of radio compared to television. This case was reported by Pierre Bouvard, CEO of Cumulus Media and Westwood One, in a recent blog piece.

Category: egtabites

Date: 25 March 2016

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egtabite 125: YFM: Engaging creative agencies and improving radio’s image as a premium medium and an advertising channel

The South African market is dominated by the state broadcaster while private stations are mostly regional. One of YFM’s main challenges is how to remain top-of-mind for clients and agencies when they decide on a media plan. Step one was YFM’s decision to sponsor the radio category of The Loeries (creative awards similar to the Cannes Lions) for three years in a row, which delivered exposure amongst creative agencies. Step two was to build on this exposure – YFM invited creative agencies to submit their ideas for a campaign and offered to produce the best creations and put them on air. The objective was to position YFM as a platform that allows the expression of creative ideas that are not feasible with other media. The long-term goal was of course to increase advertising revenue.

Category: egtabites

Date: 11 March 2016

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egtabite 123: Turning off the lights helps Italy’s Rai win big with advertisers

This  egtabite is all about the connection between great content and increased advertising revenues ... and, of course, how radio can make the world a better place! Rai Radio 2, the Italian public broadcaster’s station specialised in talk programming and popular music, is home of the long running show Caterpillar. This show, powered by its charismatic presenter Filippo Solibello, has developed a distinctive voice around sustainability and environmental issues, making it a very attractive platform for major brands. The station, supported by its sales house Rai Pubblicità, attracts significant additional advertising revenues each year through two highly successful initiatives.

Category: egtabites

Date: 26 February 2016

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egtabite 121: World Radio Day: 7 Top Trends in Marketing in 2016: Radio Ready

To celebrate the World Radio Day 2016 and radio’s power as a marketing platform, egta takes a look at the marketing trends shaping this year and identifies how radio innovates along with marketers’ priorities. Via a series of pioneer case studies and in an infographic, we bring you the best of radio innovation from around the world at a glance.

Category: egtabites

Date: 12 February 2016

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egtabite 119: Towards audio's first convergent currency: Germany's ma Audio hybrid measurement

This egtabite looks at a breakthrough advance in audio audience measurement: Germany's ma Audio. ma Audio is the German audio industry's new convergent currency solution. The methodology combines two existing studies with a new panel in order to deliver comparable performance values for programming and advertising across broadcast and online channels.

Category: egtabites

Date: 29 January 2016

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egtabite 115 : RMS and Burger King: delivering Germany’s first programmatic audio campaign

This week’s egtabite showcases a highly significant event for the radio industry: German sales house RMS delivered an industry-first programmatic audio campaign for Burger King. In a partnership that involved RMS working alongside Amnet (Dentsu Aegis Network's programmatic buying unit) and tech provider AppNexus, the campaign allowed the client to buy pre-stream audio spots across the RMS web radio network and display advertising, controlled and optimised in real time.

Category: egtabites

Date: 11 December 2015

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egtabite 113: Chameleon.fm: radio in full colour

This week’s egtabite showcases Chameleon – a multimedia entertainment portal created by the leading radio broadcasters of Russia and Turkey. Chameleon brings something completely new to the Russian radio landscape, featuring a unique blend of radio heritage, video and editorial content in a slick and attractive platform that adapts responsively to work on the screen of any connected device.

Category: egtabites

Date: 27 November 2015

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egtabite 111: Make some noise for charity

In this week’s egtabite we would like to showcase a campaign from UK’s Global, the Media & Entertainment group that managed to successfully use all the strengths of radio as a medium and raise awareness, create a great buzz and generate engagement with their second edition of the Make some noise campaign to collect money for disadvantaged youngsters across the UK.

Category: egtabites

Date: 13 November 2015

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egtabite 109: RMS and PayPal: radio drives traffic to the web!

This week’s egtabite is a classic example of radio advertising’s ability to drive traffic to the web and help e-commerce businesses find new customers, which is a particularly hot topic today. A new test campaign by the German audio sales house RMS, which represents the majority of the country’s private radio broadcasters and online audio companies for national advertising, for the online payment provider PayPal, offers compelling proof that audio advertising can deliver impressive results.

Category: egtabites

Date: 30 October 2015

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egtabite 107: Audio Coffee: keeping drivers safe through the power of sound

This week’s egtabite demonstrates how the clever use of radio can both advertise a brand and have a positive impact on road safety. An award-winning campaign by the creative agency Serviceplan for the German coffee importer and restaurant franchise Deli Star used an unusual property of sound waves to create an extraordinary promotion that raised the brand’s awareness, increased sales and may even have saved a few lives at the same time.

Category: egtabites

Date: 16 October 2015

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egtabite 105: Pedigree: barking mad?

This week egtabites goes walkies to New Zealand – with possibly the world’s only radio station designed especially for man’s best friend. Everybody knows how popular radio is, bringing music, entertainment, news and information to billions of people around the world. And it is also common knowledge that radio provides a wonderful companion, keeping its listeners’ company and helping them to stay connected to their communities, even when alone. But until now, one key demographic has been overlooked. A group of ... individuals ... who can be described as highly brand-loyal, major consumers of food and other perishables (such as socks and slippers). You guessed it, dogs!

Category: egtabites

Date: 2 October 2015

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egtabite 103: An uncontrollable desire to sing!

This week’s egtabite features an award-winning and highly effective marketing campaign by the French speaking radio station Nostalgie, which took Gold at the 2015 Effie Awards Belgium. By developing a multi-faceted and consistent marketing approach, Nostalgie successfully gained audience share from its rivals and refreshed the station’s brand image, without having to increase its marketing budget or change its musical programme.

Category: egtabites

Date: 18 September 2015

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egtabite 101: Radio: more than just telling its story

Perception vs. reality: what’s holding radio back? Radio advertising achieves outstanding results. It does so at large scale and at low cost compared to many other communication platforms. But the ad industry continues to undervalue radio’s potential, and a big part of that may be down to inaccurate perception on the part of advertisers themselves.

Category: egtabites

Date: 4 September 2015

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egtabite 98: Radio advertising: an effective and efficient driver of ROI, traffic to the web, marketing buzz and word-of-mouth

This week’s egtabite looks at a piece of research from BrandScience, which was presented at the Radio Advertising Summit in Germany last week, that demonstrates radio’s effectiveness – at comparatively low cost – across a range of different indicators. Far from being effective only for short-term activation and sales campaigns, radio can also have a powerful effect on all of a brand’s assets.

Category: egtabites

Date: 26 June 2015

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egtabite 96: Laboratoire Sonore: a new showcase for creative radio advertising

IP France (RTL) – one of the leading radio sales houses in France – has launched a new online platform to showcase its Laboratoire Sonore, IP’s service to promote great radio advertising creativity. The Laboratoire Sonore (Sound Lab) was created by IP France in 1998, and it is dedicated to the analysis of radio advertising creativity and trends. The new platform takes the form of a Tumblr blog, but with a design similar to a conventional website, based around five main content sections.

Category: egtabites

Date: 12 June 2015

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egtabite 94: Stream Battle: how radio can compete with streaming services

KRONEHIT, the leading private radio station in Austria, commissioned a unique piece of research into listeners’ perceptions of four different audio streaming apps – Pandora Internet Radio, Spotify (free version), KRONEHIT and its main competitor Ö3 (the youth station from the Austrian public service broadcaster, ORF). A panel of 20 randomly selected female listeners, representing KRONEHIT's core audience, were given smartphones pre-loaded with the apps and asked to use them for at least one hour per day, after which they participated in focus groups and one-to-one interviews.

Category: egtabites

Date: 29 May 2015

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egtabite 92: Sky Radio + Shazam: bringing listeners one tap closer to Bavaria Beer

Sky Radio became the first station in the Netherlands to integrate the music recognition service Shazam into interactive radio advertising, with a campaign for Bavaria Beer. By creating a direct point of contact between the listener and the brand, Bavaria’s consumers were just a single tap away from participating in a competition and finding out more information about the product.

Category: egtabites

Date: 8 May 2015

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egtabite 90: iHeartMedia steps into programmatic for terrestrial radio

This week’s egtabite looks at a landmark deal that marks the first move by an egta-member radio company into programmatic trading for linear, terrestrial radio. iHeartMedia will make its broadcast inventory available for automated buying later in 2015 following the announcement of a partnership with cloud-based programmatic radio company Jelli.

Category: egtabites

Date: 17 April 2015

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egtabite 87: Radio.likemee: new listener touchpoints, new advertising possibilities

Radio.likemee is a new radio app developed by REGIOCAST in Germany. The platform extends the possibilities of radio into the mobile digital environment, offering an additional contact point to the radio brand and an experience that plays to radio’s strengths. As a flexible platform, Radio.likemee allows radio brands to integrate effective audio and other formats of advertising, extending the array of possible touchpoints with which to reach consumers.

Category: egtabites

Date: 20 March 2015

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egtabite 85: Radio ads are 3% more popular than… radio! Radio is truly the no-zap medium according to the RAB NL

Growth in revenues and advertising market share is the objective of all radio sales operations, and the mission of the RAB is to make this a reality in the Netherlands. This week we look at the RAB's research-driven strategy, which was presented at egta’s Market Intelligence Meeting in January 2015.

Category: egtabites

Date: 6 March 2015

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egtabite 83: Unlocking the mobile market through data-over-audio

This week’s egtabite explores Proximity Marketing, an advertising phenomenon that made headlines throughout 2014 and potentially unlocks the growing mobile adspend sector for innovative radio broadcasters.

Category: egtabites

Date: 20 February 2015

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egtabite 81: The Power of Sound

This week’s egtabite features research that was presented during the 2015 egta Radio Market Intelligence Meeting in Vienna. iHeartMedia – the USA’s largest radio broadcaster – conducted a study on how the brain responds to audiovisual advertising messages in partnership with Neuro-Insight, a leading neuromarketing firm.

Category: egtabites

Date: 6 February 2015

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egtabite 79: Smart radio on your wrist – platform innovation from the UK’s Radioplayer

This week, the egtabite explores radio’s emergence onto the latest smart device that is currently changing the way people access and interact with content – the Android Wear-enabled smart-watch. Making radio listening on the move even easier, the UK’s Radioplayer has added this new platform to its existing desktop player and mobile apps, ensuring radio continues to deliver a cutting edge experience wherever and however people want to tune in to their favourite stations.

Category: egtabites

Date: 23 January 2015

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egtabite 75: Fish where the fish are!

For this week’s egtabite, we highlight just two of the great radio case studies that were presented at egta's November 2014 Radio Sales & Marketing Meeting. With a powerful brand and an audience of more than 8 million weekly listeners across the country, Radio ENERGY (NRJ) Russia is a major radio force, and the broadcaster places much emphasis on its advertising and promotional activities beyond the 30” spot. During the meeting, Denis Serikov, Managing Director of Radio ENERGY, presented the following example of the work he and his colleagues are developing.

Category: egtabites

Date: 28 November 2014

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egtabite 73: Big ideas for little listeners

For this week’s egtabite, we are taking a look at radio projects designed for little listeners, the kids who will grow up to be radio’s audience of the future. With advertising and other commercial activities around children’s audiovisual content being a very sensitive issue, those that want to deliver financially sustainable radio or audio services to this group have to be particularly innovative in the ways they generate revenues.

Category: egtabites

Date: 14 November 2014

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egtabite 71: Radio. It's a love thing!

Radio. It’s a Love Thing, launched by trade body Commercial Radio Australia (CRA), provides an umbrella campaign that positions radio as a medium of the future, supported by an exclusively-written song, comprehensive, multi-phased research and a content-rich online platform to help advertisers, media agencies and the wider radio industry to understand the medium’s effectiveness.

Category: egtabites

Date: 31 October 2014

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egtabite 69: Radio on web-TV - how to get it spot on

NRJ Belgium has launched a new video platform to promote its brand and attract new listeners – the web TV channel NRJ Hits. NRJ Hits was launched during the 19th edition of NRJ in the Park, a free concert that attracts 50,000 fans each year. On top of streaming the whole concert, the web TV also showed exclusive backstage footage, interviews and stars who shared their comments and impressions.

Category: egtabites

Date: 17 October 2014

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egtabite 67: Harnessing the power of digital for music

This week’s egtabite looks at the work in the digital music field currently being developed by YFm, South Africa’s most popular youth station, and how this has opened two sources of new or increased revenues. YFm has understood the need to harness the power of digital media and to balance this with the station’s music and on-air content in order to entertain its audience and provide its advertisers with a holistic service.

Category: egtabites

Date: 3 October 2014

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egtabite 65: Sky Radio Group’s innovative listening statistics app

In today’s competitive media environment it is more important than ever to be closely in contact with clients and create as many touchpoints with them as possible. In this spirit Sky Radio Group, Netherlands (SRG) developed an easily accessible tool - SRG update app, which serves not only for marketing and sales purposes but also as a promotional tool for Sky Radio Group’s portfolio of media. The app is aimed at clients – agencies and advertisers - by delivering directly to their hands, up-to-date listening figures, alongside rate card information for the popular stations Sky Radio and Radio Veronica, classical music station Classic FM, innovative online audio platform MYradio and the group’s online display advertising.

Category: egtabites

Date: 19 September 2014

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egtabite 60: Radio Forever, rewarding creativity

Cooperation and a strong focus on excellence in creativity are two of the pillars that have helped to maintain an exceptionally high market share of 13%* for radio advertising in Belgium. As the industry celebrates the 100th anniversary of Europe’s first ever radio broadcast, which was transmitted from the Royal Palace in Brussels on 28 March 1914, Belgium’s four leading sales houses – MEDIALAAN RADIO ADVERTISING, VAR, RMB and IP, under the umbrella of The Radio Group – have launched a new prize to award creative work in the medium.

Category: egtabites

Date: 20 June 2014

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egtabite 58: How does a leading radio broadcaster with a well-established terrestrial presence embrace digital to transform itself into a multi-platform media company?

Spectrum Medya is the largest radio broadcaster in Turkey but up until recently had very little digital presence. They stepped into the digital space by rolling all their offerings into one brand: Karnaval.com, turning Spectrum into a multi-platform media company whose portfolio now includes FM radio (5 terrestrial stations, including Virgin Radio Türkiye, with 65% of the Turkish audience), digital (17 digital radio stations), events (concert sponsorship and an integration with Ticketmaster), social presence (Facebook, Twitter and YouTube) and KarnavalTV.com with exclusive short-form video content. Karnaval provides a ‘rich-radio’ experience designed to augment the listening experience by delivering music, news, talk, sports and other content to diverse audiences across multiple platforms, including: broadcast stations, online via Karnaval.com, satellite, smartphones, tablets and via live events.

Category: egtabites

Date: 6 June 2014

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egtabite 56: Now that’s what I call ROI! Radio’s new story

This week’s egtabite features perhaps the most important – and wonderfully simple – story that radio has to tell: that the medium offers exceptionally high ROI for advertisers, and that the proof comes from robust and independently verifiable single-source research! A groundbreaking new piece of research from the US demonstrates that, on average, radio advertising delivers a sales uplift of more than $6 for every $1 spent in the 28 days after consumers hear an ad.

Category: egtabites

Date: 9 May 2014

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egtabite 54: Interactive audio ads: a new back channel for radio advertising

This egtabite showcases the first interactive audio ads to be launched for radio. Interactive audio ads allow consumers to respond directly to advertised offers when listening to audio content on their mobile device - and the device will connect them instantly

Category: egtabites

Date: 25 April 2014

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egtabite 52: Triton Digital’s Webcast Metrics®: levelling the playing field between digital audio and traditional radio

The radio industry, especially in the digital age, requires established and reliable metrics to support the planning, buying and selling of inventory. At egta’s recent Radio Advertising Innovations Meeting, Triton Digital showcased Webcast Metrics, the industry standard for online audio audience measurement. Webcast Metrics provides buyers with credible third-party metrics using an industry standard that is relied upon by advertising agencies, sales houses and buyers of all sizes.  The comparable data provided by Webcast Metrics facilitates both digital and terrestrial media buying, contributing to the growth of the online audio marketplace and helping marketers better understand the changing audio landscape and radio’s strong position within it.

Category: egtabites

Date: 11 April 2014

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egtabite 50: Giving radio a face: social meets broadcast in MTG's new radio app

How does a commercial radio group address the challenges of a difficult market with strong competition from a dominant public broadcaster and an exceptionally large Spotify user base? This week’s egtabite looks at the efforts by MTG Radio and the innovations division MTGx to change the game and strengthen the link between radio and its listeners. This initiative was presented by MTG Radio’s CEO Christer Modig in egta’s radio meeting in Dublin in March 2014.

Category: egtabites

Date: 28 March 2014

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egtabite 48: One Media Sales – smart thinking behind a new sales house launch

At a time when many egta members are rethinking their sales house structure, this week’s egtabite highlights one of the most significant changes on the European radio market – the creation of a new sales house called One Media Sales. In a move that created the largest commercial radio sales house in the Netherlands, Radio 538, SLAM!FM, Radio 10 and 100% NL came together under a new sales entity in September 2013. These radio brands, together with the independent stations Sublime FM and Efteling Radio, reach 6 million listeners every week, giving them a 25% market share in the 20-49 demographic. The variety of stations and exceptionally high reach allow advertisers to allocate radio budget in a smart way and to and make use of a number of different media plans.

Category: egtabites

Date: 14 March 2014

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egtabite 46: Audioeffekt – A joint research initiative that demonstrates the effectiveness of radio

This week’s egtabite showcases one of the many interesting topics raised at egta’s Research meeting in Warsaw. The two German leading sales houses, RMS and AS&S, joined forces to create a research brand that shows, through hard data, how radio impacts consumers. This initiative is highlighted on egta’s world radio day website amongst other examples of ienitiatives aimed at promoting radio.

Category: egtabites

Date: 28 February 2014

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egtabite 44: Radio theatre of mind

As we are sure you are aware, 13th February was World Radio Day, and provided us with an opportunity to remind the world of this great medium and all its strengths: its ability to reach a huge and engaged audience, its exceptional offer to advertisers, its creative power and its potential to innovate for the listeners of today and tomorrow. In this week’s egtabite we share a creative concept to promote radio. In the framework of World Radio Day, egta decided to highlight one specific feature of radio - its ability to give each listener a unique experience within the theatre of the mind, whilst at the same time econveying messages to millions of people simultaneously via one of the few truly mass media available to marketers.

Category: egtabites

Date: 14 February 2014

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egtabite 42: Into the golden era

Into the golden era: egta's President and Board deliver insights on the future of the television and radio advertising industry. This week’s egtabite fully encompasses the ethos of an ‘idea worth sharing’ and in fact includes many ideas worth spreading! In the first weeks of 2014, the egta team read many press articles by industry movers and shakers offering opinion pieces and forecasts for our industry's future. We decided it was time for egta and its board members to make their voices heard and put forward their views on the evolution of television and radio in 2014 and beyond.

Category: egtabites

Date: 31 January 2014

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egtabite 41: Get it on the Radio!

The topic of this week’s egtabite - Get it on the Radio - is the name of an innovative B2B campaign by Var, the sales house for public radio in the north of Belgium. The campaign took place during November and December last year, and it promoted the main strengths of radio in a fun and catchy way across several media, including radio, online and print. How to best convince advertisers, media agencies, partners and potential advertisers of the power of radio? Var’s answer was to take strong facts that support radio as a medium and turn them into an attention-grabbing audiovisual campaign. The idea was to create a funky song that promotes the main virtues of radio together with a retro pixel animation video and other visuals.

Category: egtabites

Date: 23 January 2014

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egtabite 40: A very special B2B dinner by TV3 Sweden

Creating a successful B2B campaign can be very challenging as clients attend one prestigious event after another and it may be hard for broadcasters and sales houses alike to come up with something surprising, new and engaging. TV3 decided to think out of the box and put together a special dinner that succeeded in building strong personal relationships and giving an unforgettable experience to both employees and clients. At the same time they drew attention to their brand, TV3’s new slogan – “strong characters, strong feelings” and the new autumn programming schedule.

Category: egtabites

Date: 17 January 2014

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The reference centre for audiovisual advertising sales houses

 

egta is the Brussels-based trade association of television and radio sales houses that market the advertising space of both public and private broadcasters across Europe and beyond.

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Tel.: + 32 2 290 31 31
Fax: + 32 2 290 31 39


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