RTL Netherlands

Business Challenge

RTL wanted to establish a deeper connection with viewers and increase engagement by making TV programs more interactive. Their goal was to bring the voice of the people into their news and talk show programs, by covering their experiences and views on current affairs. They were also looking for an easy-to-use technology that would allow their audience to participate in live, on-air discussions.

Solution

RTL invited viewers to join their digital insight community, powered by Alida. Within three months, they had a panel of 36,000 members who opted in to provide feedback. New audience members are continuously joining the panel; recruiting through quick polls on their live shows has generated 1500 to 2000 new participants each time one is sent.

Every week, RTL surveys the community on current topics and can see up to 20,000 people respond. Results are then turned around quickly to share back via their news programs within three to five hours.

RTL’s late-night talk shows also engage the viewing audience in real-time. During the live program, viewers can follow QR codes to take quick polls. RTL knew they were onto something when viewers instantly responded to their first live survey, reaching 4X the engagement they expected, with 67% completing the poll, and results on screen within 20 minutes. 

Within three months, the RTL panel of viewers has contributed to over 30 news broadcasts, 15 news articles, and 10 late-night talk show items. In addition to the television programs, results are also published on RTL’s online platforms and social media, expanding the reach to millions.

Results

The insight community establishes a relationship between RTL and its viewers, providing an avenue for continuous feedback on topics most important to them. This initiative established an essential and ongoing line of communication with the audience.

“We can distinguish them and see their needs, views, and wishes, and act on them,” says Gijs Rademaker, News Opinion Pollster. “It’s sharpening our profile as a TV channel that takes the lives, opinions, and experiences of people in the Netherlands very seriously.”

RTL’s audience surveys have a broad impact. Other news media in the Netherlands pick up the results and publish them. Politicians and policymakers pay attention, giving a voice in the public and political debate to many people who otherwise would not have one.