There was consternation and anger on Tuesday following the announcement that the Dutch public broadcasting service is to change the name of its radio and television channels.

The public broadcasting service (NPO) is to change the television channel names from Nederland 1, 2 and 3 to NPO 1, 2 and 3. Radio stations will also carry the prefix NPO.

According to public broadcast chairman Henk Hagoort the move will strengthen the brand and bring the fragmented channels together.

He would not say how much the name change would cost. The current station identities cost €93,000 to design.

Anger

Several television companies have reacted angrily. Television company VARA director Mark Minkman told the Nos he wonders what problem Hagoort wants to solve. ‘It is a terrible idea and does not fit with the way people consume media these days,’ he said.

Nor does he think it is a good idea at a time when broadcasters and television companies are having to make cuts. The government is cutting spending on public broadcasting by €300m from 2014.

MPs said they are surprised by the announcement, particularly as Nederland 1 is one of the strongest brands in the country.