The Rise of TARMAC

In the digital age, traditional media are undergoing an irreversible shift in how content is produced, shared, and consumed. The rise of digital technologies and the dominance of social platforms are redefining relations between media and audiences. New players are emerging with interactive and personalized formats designed to attract an increasingly fragmented and volatile public.
Within this landscape, Tarmac, launched in 2017 by RTBF, illustrates this transformation. Initially conceived as a radio station, Tarmac now embodies a new kind of public media rooted in digital culture. Targeting young, urban, connected audiences and centred on hip-hop, it fulfills a dual ambition: renewing public service media and representing the cultural expressions of youth. This case highlights the role of a coherent omnichannel media and content strategy and how to orchestrate it effectivelly to reach a young audience. It is suited for a course on the topics of marketing, communication, digitalization, digital strategy or new media.