BBC First To Rebrand As BBC Belgium In May

BBC Studios is to rebrand its premium drama channel BBC First as BBC Belgium, marking a localisation push in the Flemish market.

The change will take effect from May 5, 2026, with the channel continuing to target audiences in Flanders with a curated slate of British drama and light crime programming, fully localised with Dutch subtitles.

BBC Studios said the rebrand is designed to strengthen the channel’s connection with Belgian viewers while maintaining its established programming strategy.

Bram Husken, SVP and general manager Benelux and Nordics at BBC Studios, said the move would better reflect the channel’s audience and reinforce its commitment to bringing British storytelling to the region.

The rebranded channel will launch with a refreshed identity and a line-up of returning and new titles, including Wild Cherry, The Marlow Murder Club S3, Call the Midwife S15, Lynley, Foyle’s War S6 and Miss Scarlet S6.

BBC First has operated in Belgium for more than a decade as a premium drama service, distributed via local pay-TV platforms. The transition to BBC Belgium follows a broader trend by BBC Studios to localise its international channel brands, as seen with the launch of BBC NL in the Netherlands.

The company said BBC Belgium will continue to offer a mix of high-end drama and crime series tailored to Flemish audiences, with the rebrand intended to deepen engagement in the market.