Vlaamse Media Maatschappij

Medialaan is a Flemish company in Belgium, best known as parent company of the first Flemish commercial television station: VTM. Medialaan was founded in 1987 as Vlaamse Televisie Maatschappij by nine Flemish newspaper and magazine publishers, each with an 11.1% share, Perexma, Roularta, TVV, IUM, Almaspar, De Vlijt, Hoste, Concentra, and Drukkerij Het Volk. Several TV and radio sister stations, generally targeting a more specific segment of the Flemish audience (such as youth), have been added. Since 1998, De Persgroep and the Roularta Media Group each have a 50% share of the company. On 31 May 1999 the name was changed to Vlaamse Media Maatschappij (VMMa) (English: Flemish Media Company), and in February 2014 the name was again changed to Medialaan (meaning 'media avenue'), reflecting the street in Vilvoorde on which it is located.

It's the main competitor of the Flemish public broadcaster VRT; their rivalry even has a nickname 'Mediaoorlog', and it supposed suspension Pax media. Woestijnvis, which incorporated the former Flemish SBS-stations, is a more distant third, other stations are minor.

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