VPRO

Redesigning a future proof online strategy

TERRITORY

Consumer Goods & Retail

SERVICES

Business Strategy

PROJECT TEAM

Babke Hogenhuis
Emma Schootstra
Saar Jonkmans
Tim Ramsche

Challenge

How should an iconic television broadcaster engage with new audiences online, and organise for a successful digital future? The VPRO has a strong tradition in the Dutch television landscape, characterised by programs and titles that break boundaries and open people’s minds. But staying a modern and independent media platform requires new ways of thinking and doing. Audience preferences, technology, and regulation are changing fast, and online and on-demand media consumption is becoming the standard for many.

Approach

Together with colleagues throughout the organisation, we co-created a new vision for the online future of VPRO. First, we mapped out all elements of the online universe, and defined key opportunities and threats. By visiting digital frontrunners in different industries, we gained fresh perspectives about the future of the sector. Based on these insights, we’ve created different scenarios for the future, and helped the team to make clear choices for target audiences, channels, titles and technology.

Result

Online is the way forward for reaching and engaging young and diverse audiences with groundbreaking stories. By setting clear strategic direction and building an organisation and culture where online gets prioritised in decision making, VPRO is ready for a successful online future.

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