Dutch public broadcaster sales house Ster is exploring Flemish versions of NPO 1, NPO 2 and NPO 3 carrying Belgian advertising blocks, general manager Frank Volmer has confirmed to Marketing Report.
The NPO channels are already distributed across Flanders, Brussels and Wallonia by all major platforms.
Volmer said a move to localised ad windows would now be technically and legally simpler than five years ago. Ster is assessing whether to proceed alone or partner with VRT’s sales arm VAR.
The initiative mirrors France Télévisions’ push into Belgium: RMB is set to sell Belgian ad inventory on France 2, France 3 and France 5, with the first linear advertising screens due from 1 January 2026.
Financial pressure is also a factor. NPO currently receives around €4.5 million a year from Belgian distribution fees, but faces planned budget cuts totalling €156 million by 2027, intensifying the search for new revenues.
