Media literacy has gained in importance in policy discussions on media, digital media and the Internet in many countries. How do these policies develop and what can be learned? This case study explores the factors contributing to the successful formulation and implementation of media literacy in Flanders-Belgium. By examining the trajectory of policy debates and policy formulation, this research highlights the development of the concept of mediawijsheid (media literacy), the organization, the Knowledge Center for Media Literacy, and the role of the public service broadcaster in relation to media literacy policy. This case study shows that media literacy has been supported through three coalition governments in Flanders Belgium as different political parties rallied around media literacy as a common denominator for the challenges posed by the changing digital media environment. In particular, the empowerment view on media literacy seems to charm the left, middle, and right of the political spectrum, a finding that may inspire other actors in other countries as they attempt to move media literacy onto the national political agenda.