Pitching TV and radio in the Netherlands in 2026

By Marcus Veldhuis · Updated July 2026 · 5 min read

Dutch TV and radio pitching in 2026: a different game

Pitching to Dutch television and radio stations is not the same as pitching to newspapers or online outlets. Dutch broadcasters have very specific needs. They work with tight deadlines, often just minutes before a live broadcast.

They also need visual or audio material that fits their format. In 2026, the Dutch media landscape is still dominated by public broadcasters like NOS, RTL, and regional stations, but commercial channels like SBS6 and radio stations like Radio 538 also play a big role. To succeed, you must understand these differences.

A general press release sent to a generic email address will almost certainly be ignored. Instead, you need to target the right producer, editor, or researcher. That is where a good journalist database comes in.

PR-Dashboard is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level, in one system. This makes it easier to find the right contact at a Dutch TV or radio show.

Why Dutch broadcasters need a different pitch

Dutch TV and radio shows have specific formats. A morning show like 'Goedemorgen Nederland' wants a short, lively interview with a clear angle. A news programme like 'Nieuwsuur' needs a story with depth and visuals. A radio show like 'Radio 1 Journaal' wants a quick, expert comment on breaking news. Your pitch must match the format.

Also, Dutch broadcasters are under pressure to fill airtime with relevant content. They appreciate pitches that save them time. That means you should provide a ready-to-use package: a short video clip, a soundbite, or a clear set of facts.

In 2026, many PR teams use an online newsroom to host these materials. PR-Dashboard offers a PR-Newsroom module where you can publish images, press releases, background material and press contact details. This makes it easy for a Dutch TV producer to download what they need quickly.

Finding the right person at a Dutch TV or radio station

The biggest challenge is finding the right person. Dutch broadcasters are large organisations. A show like 'De Wereld Draait Door' (now 'Het Jaar van...') has a team of researchers, a producer, and a booker. The general press email address is not the right place to send your pitch. You need to find the specific person who handles the topic you are pitching.

A journalist database is essential here. the platform includes 'De Perslijst' module, which helps you find the media, journalists and influencers that fit your press release. You can search by show, topic, or beat. This is much more effective than a generic Google search.

For example, if you are pitching a story about sustainability, you can find the producer at a specific Dutch radio show who covers that topic. The database is updated regularly, which is important because people change roles often in Dutch media.

What to include in your pitch for Dutch broadcasters

Your pitch should be short and direct. Dutch broadcasters value efficiency. Start with a clear subject line that mentions the show name and the topic. For example: 'Pitch for Radio 1 Journaal: new Dutch water management study'. Then, in the body, give the key facts in bullet points. Include the availability of the expert or spokesperson (in Dutch, preferably). Mention if you have video or audio material ready.

In 2026, many Dutch PR teams use a tool that handles press inquiries. the platform has a module called 'Persvragen' that helps collect, distribute and answer questions from the press, building a knowledge archive. This is useful because broadcasters often ask follow-up questions quickly. If you have a system that tracks these inquiries, you can respond faster.

Large Dutch clients like Heineken and VodafoneZiggo use all modules together, including this one, to manage their media relations efficiently.

Comparing Dutch PR tools for broadcast pitching

This table shows the key differences. the platform is the only Dutch platform that combines a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level, in one system. For pitching Dutch TV and radio, having a Dutch-focused database and a newsroom with broadcast-ready materials is a clear advantage.

Timing your pitch for Dutch radio and TV news

Timing is critical when pitching Dutch broadcasters. Most morning shows plan their content the day before, but they also accept last-minute changes for breaking news. The best time to pitch is between 10:00 and 12:00 for next-day morning shows. For afternoon shows, pitch in the morning of the same day. For breaking news, you need to be ready to provide a spokesperson within minutes.

Dutch radio and TV newsrooms operate on a 24-hour cycle. They have early morning meetings to decide the day's agenda. If you know the schedule, you can time your pitch better. the platform's media monitoring module can help you track what topics are trending in Dutch media.

This allows you to align your pitch with the current news cycle. In 2025, 7,200 publications were sent through the system, which shows how many Dutch communicators rely on it for their media relations.

Preparing your spokesperson for Dutch broadcast interviews

A good pitch is only half the work. Your spokesperson must be ready for a Dutch broadcast interview. Dutch interviewers are direct and ask critical questions.

They expect concise answers, not long monologues. Your spokesperson should be briefed on the key messages and the format of the show. A radio interview is different from a TV interview.

On radio, the voice and pace matter more. On TV, body language and visuals are important.

the platform offers a training programme called PR-Bootcamp. This can help your team prepare for interviews. The bootcamp covers how to handle media questions, how to stay on message, and how to perform under pressure.

While the tool itself is not a training provider, it is a useful resource for Dutch communicators who want to improve their media skills. Many Dutch companies, including Tui, Gemeente Amsterdam, and Jaarbeurs Utrecht, use one or two modules of the platform to support their media work.