Marieke van der Donk, Director, Strategy & Operations, TMT, Deloitte Consulting in the Netherlands, has painted a rosy picture for both broadcasters and Pay TV in the Dutch market, pointing out that new media has grown at the expense of print but not at the expense of TV, which has kept its market share in advertising spend. She believes there is still room for more advertising growth as broadcasters adopt new concepts and technologies that will keep consumers engaged for longer.
Speaking at the IBC conference on Thursday she said: â€œThe reason TV is still so strong is that it is good for building brands and launching products. If you ask consumers what had most impact on them when buying a new product they say television first, then leaflets through the door.â€
She reported that there is still potential to grow the Pay TV market in the Netherlands as well. â€œWe think there is a significant opportunity to grow subscription spend. As cable companies create more channels, that can increase the willingness to pay and new devices are going to help. So we are quite positive about the future of TV.â€