After the morning show of Sander Hoogendoorn, the afternoon program of Frank van der Lende and Eva Koreman should also be broadcast on NPO 3FM. the end of June against the wishes of the DJs. It is not yet certain which direction the channel, which has been ailing for years, should be taken. “A younger profile makes the most sense,” radio expert Evert Bronkhorst told NU.nl.
NPO 3FM is going again on the shovel† The programs on the most important time slots, namely the early morning and late afternoon, will be given a different interpretation. It is not yet clear which.
A spokesperson for NPO 3FM says that no announcements can be made yet about a new programming. “The channel is still in talks with the broadcasters about the future implementation.”
Van der Lende and Koreman have been presenting the afternoon show together on NPO 3FM for over two years now. Before that, Van der Lende could be heard on the channel in the early evening. Hoogendoorn could be heard as a morning DJ since September 2018.
Menno de Boer was recently appointed as the new channel manager, after the departure of Sharid Alles, who joined NPO 3FM in 2018 to give the channel that is in dire straits a new twist. The market share of the former success station had fallen to a low of 2.5 percent by then.
Now, more than 3.5 years later, the way up has still not been found, with a market share that stood at 2.2 percent in March-April 2022. Despite various adjustments in between, those involved cannot turn the tide.
‘3FM has too little of its own face’
Radio expert Bronkhorst of media agency Abovo says that this is mainly because 3FM has “insufficient relevance” for the listener. “For a station, the morning and afternoon show are very important and determine the face, and 3FM has missed the boat there. It is too interchangeable and there is too little of its own identity. What the station stands for is not properly highlighted. .”
Bronkhorst closely monitors the radio market for advertisers and makes monthly analyzes of the listening figures and other developments around the channels. He expects that new channel manager De Boer “will change everything”.
“All broadcasters are allowed to re-subscribe for the morning and afternoon time slots. The definitive cancellation of the morning and afternoon show is a clear signal that people realize that the big gains can be made here in the short term.”
According to him, the most important question is how the NPO wants to position the ‘new’ 3FM. “Are they really going 100 percent for a station that is more aimed at young people, or do they want to become broader and the alternative sister of NPO Radio 2?”
According to Bronkhorst, a younger profile for 3FM would be the most logical given the objectives from the NPO. “The NPO wants to serve as many groups as possible, but the group aged 18 to 34 has massively switched to streaming services, for example. Then you have to settle for a lower total market share and only have to judge the channel on the scores in this younger target group. In addition, the online presence should be increased.”
‘Recalling famous DJs does not seem an option’
In Bronkhorst’s vision, 3FM should then be presented as a broad (digital) platform for young people, of which linear radio is part. “The only question is whether this is feasible given the limits of the Media Act. This will also not really help in terms of advertising revenue at the STER.”
There are rumors about well-known DJs who would come to the station or return, such as Ruud de Wild and Frank Dane, although that does not seem logical according to the radio expert. “Aside from the question of whether it is realistic that these people can be brought in, this does not fit the route to younger listeners.”
Bronkhorst expects that it will be a hell of a job for NPO 3FM to get things going again. “That has not been fixed in the short term. The most important thing is to first determine the musical DNA of the channel and make choices. Only then can you start looking at the figures.”
Timeline 3FM since 2015
- 2015: Coen Swijnenberg and Sander Lantinga go to Radio 538. Frank van der Lende takes over the afternoon show. Gerard Ekdom goes to NPO Radio 2. NPO 3FM decides to accommodate the departure with young talent from its own DJ school. Eva Koreman comes over from Qmusic. The market share drops sharply from here.
- 2016: DJs Paul Rabbering and Timur Perlin go to NPO Radio 2. At the end of 2016, the station will receive a new programming. Giel Beelen stops with his morning program after twelve years and Domien Verschuuren succeeds him.
- 2017: 3FM changes the programming. Frank van der Lende is replaced in the late afternoon by Mark van der Molen and Rámon Verkoeijen. More female DJs will be included in the programming, such as Eva Koreman, Angelique Houtveen and the DJ talent from their own radio school, Jorien Renkema. Domien Verschuuren announces his departure to Qmusic.
- 2018/2019: Again the programming is changed. This is how Sander Hoogendoorn gets the morning show. Michiel Veenstra leaves and breathes new life into radio station KINK. The NPO has to cut back on 3FM.
- 2020: Another new programming, with Timur Perlin returning to the channel.
- 2021: Sharid Alles announces her departure at the end of 2021. Earlier there was an incident with her and DJ Timur Perlin. He wants to call a boy who wanted to reveal the secret location of the Måneskin concert organized by 3FM. The listener was one of the winners of the exclusive performance. Everything breaks in live during the broadcast and forbids Perlin to call the boy.
- 2022: Menno de Boer succeeds Alles as channel manager. Sander Hoogendoorn and the duo Frank van der Lende and Eva Koreman are told that their program will end after June.
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