With the active involvement of a representative group of Flemish media users, this living lab investigates the potential of Solid technology in a real media context. The goal is to migrate users’ media profiles to a pod infrastructure and provide existing and new media services from there. The project proposal focuses on three important use cases identified by Flemish media stakeholders: (i) personal recommendations, (ii) trust through transparency and consent control, and (iii) targeted advertisements. By practically realizing the Solid infrastructure, the technical feasibility and scalability of a future-oriented decentralized media infrastructure is investigated and the concrete added value this can offer for existing and new media services is examined, both from a business and end-user perspective.