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Type: TV

Country: Belgium

Address: Harensesteenweg 226 – 1800 Vilvoorde

Phone: +32 2 712 56 38


Stakeholders: Mediahuis, Telenet/ SBS, Pebble Media, Proximus Skynet

Status of the company: Independent

Type of company: Private

Number of employees: 190

Contact details

CEO of the sales house/Head of Sales dpt

Name: Bart Decoster

Title: CEO

Contact person


Reference person

Head of Sales: Bart Demeulenaere

Head of Marketing/Communication : Ilse Baele

Head of European Affairs / Head of Legal: Liesbet Hauben (SBS)

Head of Digital Advertising : Maarten Galle


Market data

Ownership/status of the TV channels/radio stations commercialised by the sales house:Private
Type of TV channels commercialised by the sales house: Free-to-air, Paid & Thematic

Names of TV channels commercialised by the sales house: Play4, Play5, Play6, Play7, Play Sports, NJAM, BBC FIRST, The History Channel 
Other media commercialised by the sales house:
Publishers’ websites (eg. broadcasters / media groups, individual channels, others):,

Video streaming services (VOD, catch-up): GOPLAY, Play Sports

Other: SBS Smart AD


Market position


Audience share of the channels commercialised by your sales house

Total (linear TV): 20,8%

Source: CIM TV Study North, Q1 2021, PRP 18-54 / 17-24u/ Play4, Play5, Play6, Play7, Play Sports, NJAM, BBC FIRST, The History Channel

Sales house’s market share:

Total(TV): 31%

Source: Pige Nielsen Q1 2021, gross advertising figures



About us

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.

Contact us


Rue Washington 34 / boîte 2
1050 Brussels (Belgium)
Tel.: + 32 2 290 31 31