Invasion of the influencers on your TV screen: “The broadcasters need them, but the other way around is not the case”

YouTube phenomenon Acid colors the episodes of ‘The smartest person’, Tiktokker Timon ‘Ma Stobbe’ Verbeeck is responsible for the children’s word of the year and his colleague Jonathan Medart takes his chance in ‘Dancing with the stars’. You literally can’t miss it: influencers are now also making good weather on national television. But why are they so ubiquitous now? Are channels specifically looking for influencers for their TV programs? And are they the BVs of tomorrow? “Someone popular on TikTok is not necessarily going to be an ideal screen face.”

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