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RTL rebrands in the Netherlands

RTL’s Dutch channels business is rebranding to “communicate one clear brand to all audiences”.

As of today, RTL Nederland will be known simply as RTL, which brings the business in line with RTL in home territory Germany.

RTL Nederland has operated in the Netherlands since 1989. CEO Bert Habets said the new branding demonstrated a “clear strategy” that helped the business to “differentiate and communicate one clear brand” in a “pressurised international field of competition”.

“Despite the fact that we have grown tremendously and have many brands in our portfolio, the speed of our industry demands that we continue to look to the world with an open mind,” added RTL brand strategy and corporate communications chief Kim Koppenol.

Hilversum-based RTL Nederland has been known in that guise since 2004, when it rebranded from Veronica joint venture Holland Media Group.

Endemol and Talpa Media founder John de Mol was a former minority shareholder, but was forced to shop his shares to RTL when he co-purchased SBS Broadcasting in the Netherlands in 2011.

The business currently operates commercial networks such as RTL 4 and RTL 5, and a suite of thematic networks such as RTL Crime.