Media Policy in The Netherlands: Beyond the Market?

Dutch media policy has undergone changes in the last few decades. A working policy for the press has only been initiated during this period, because of the disappearance of many traditional dailies. However, the consequences for the press of the general social and cultural changes could not be countered by the government. Besides, while the freedom of the press may be served by merger control and specific state subsidy, press policy is also restricted by freedom of the press. Therefore, press policy ultimately comes down to being a kind of guarantee of market diversity. Broadcasting policy of old was more extensive; it embraced the whole so-called `pillarized' public broadcasting system and the government made serious attempts to counter the consequences of the general changes in society and to stop commercial broadcasting. As it turned out, technological developments and international law meant that this counterattack was not overwhelmingly successful. Moreover, the freedom of broadcasters also seems to limit the scope of broadcasting policy. Because of these related factors, the Dutch government can no longer prevent free enterprise in broadcasting. This has many repercussions for the public broadcasting system. The market system forces itself upon policy-makers and they cannot avoid taking it into account.