A DYNAMIC BUT COMPLEX MEDIA LANDSCAPE

The Dutch media landscape is rather unique in many respects, especially its complex ‘pillarised’ public broadcasting system. But it is certainly not unique when it comes to being affected by global change. The Dutch media landscape is evolving rapidly, heavily influenced by technological advances both in Europe in general and the Netherlands in particular. For some aspects, such as entertainment and gaming, the Dutch market is already far too small – developments here are already happening in the context of a global market.

Traditional and emerging media imitate each other, getting intertwined in all sorts of new and surprising ways. Today, you can watch TV via the Internet (IPTV) or time-shift radio and television programmes to enjoy them in the train on a personal MP-3 player or video player (integrated in a mobile ‘phone’ (e.g. ‘Podcasting’ and ‘Vodcasting’). Dutch newspaper publishers are introducing digital subscriptions on the web and even wondering if the paper edition is financially viable in the long term.

The traditional domains of broadcasting and telecom are also moving closer together. Cable companies in the Netherlands are now offering advanced telephone services, television and broadband (high-speed) Internet (e.g. ‘triple play’). Telecom companies are doing trials with (mobile) Digital Video Broadcast services. Over the last decades, there has been an explosive growth in the total media offering to the public. An increasing proportion is interactive and originating from abroad. Not only is a large percentage of TV programmes acquired from suppliers outside the Netherlands, foreign interests increasingly control these production and media companies.

The landscape is not just limited to over-the-air broadcast television. The Netherlands has a very high degree of cable penetration (around 99%). Foreign investors own many of these cable companies, as well as popular commercial radio stations.

Some of the leading Dutch newspapers, which until recently were the most ‘national’ of the media offering, are now owned by publishing groups outside the country. Free newspapers, given away to commuters at train stations, put severe pressure on the editors and publishers of the existing quality press.