How to turn a bureaucratic government company into the coolest player of the television market ? In the 90’s the Belgian television market had evolved from a monopoly to a rough competition with dynamic commercial players. The Public Broadcaster faced a challenge to turn around the culture and the organization. The creativity of the workforce had to be stimulated and transformed into innovative quality on the TV screen. We chose a combination of 1. creativity courses for a broad group of workers; 2. focus on short term successes for TV1 (a large public TV company) and 3. the installation of the C-team, a group of internal creativity coaches as the core team for the flourishing of creative and innovative growth in the rest of the company. It is a complete success! The success of this process has led VRT to set up a similar process for the Radio Department. VRT is now ready for the upcoming changes in the market: multimedia, web-media and new players like telecommunication companies who move in and want their share of the public's attention.   case VRT: going cool & creative   Creativity as a tool for a culture change ! Start: Training in creativity. A 3-day creativity courses for production and editorial staff, combined with coaching of production-teams in new concept and format development and a 1 day training course for a large group including technical people. Next: Embedding in the organization. A dedicated program for the C-team and management is using creativity processes for strategic issues. Harvesting. Three years later, VRT has now, on average, 12 self-developed TV-programs in the TOP 20 of most acclaimed programs and is acknowledged by all parties concerned as being the most dynamic and innovative player in the TV market.