Ster, the sales house for the Dutch public broadcaster, is considering introducing Flemish versions of the channels NPO 1, NPO 2, and NPO 3, which would include Belgian advertising slots. This initiative was confirmed by general manager Frank Volmer to Marketing Report. Currently, the NPO channels are broadcast across Flanders, Brussels, and Wallonia via all major platforms.
According to Volmer, implementing localized ad windows is now technically and legally more feasible than it was five years ago. Ster is currently evaluating whether to proceed independently or to collaborate with VAR, VRT’s sales division. This move mirrors France Télévisions' expansion into Belgium. RMB is preparing to sell Belgian advertising inventory on France 2, France 3, and France 5, with the first linear advertising slots expected from January 1, 2026.
Financial considerations are also playing a significant role. The NPO currently receives approximately €4.5 million annually from Belgian distribution fees. However, the broadcaster is facing planned budget reductions of €156 million by 2027, which is driving the search for additional revenue streams.