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RTL Nederland to implement “Fan Centric” strategy

Broadcaster says it's moving away from "old channel-orientated approach"

RTL Nederlands has announced it is changing its business strategy to one which is more “Fan Centric.”

The broadcaster says it intends to invest “tens of millions” in data analysis, technology and creation in the coming years. It will also merge all OTT activities together into one platform in the short term.

RTL CEO Sven SauvĂ© explained: “Fan Centric goes further than putting the consumer at the centre. We want to build an emotional bond with our viewers and followers and inspire them with our brands. Not only for the duration of a programme on TV, but at any time that our fans want it. 

“This choice is far-reaching, because our entire organisation must focus on getting active insights through data, research and focus groups. We will thus be better able to respond to trends, societal developments, such as sustainability, inclusiveness and, for example, the privacy debate.”

Speaking about the intended merger of OTT services Videoland and RTL XL, SauvĂ© said: “Our video-on-demand activities have taught us a lot about Fan Centric work. It’s about continuous testing if you develop something, learn from your mistakes and sometimes it means ‘kill your darlings‘ if that is in the interest of the consumer. By talking to our subscribers, we know that it is a great wish to have one place where you can see everything and where there is a lot of attention for Dutch content. This year we are making the step to consolidate all our online activities. “