Eredivisie Live, the self-exploited Digital TV Channel of the Dutch Eredivisie League, has had a successful start in the Netherlands. As of the football season 2009 - 2010 Eredivisie decided to establish their own TV Channel for the broadcast of its live matches. Now that the season has come to an end Eredivisie Live already holds 350.000 subscribers, which is according to business plan. Moreover, this also means that in its first year the channel has immediately grown into the largest and highest rating digital TV channel in the Netherlands.
Frank Rutten, Managing Director of Eredivisie, ascribes the success to three important features: "In a short period of time we have been able to raise a high quality TV channel, for a reasonably priced monthly subscription fee. And we have succeeded in closing deals with all distribution parties which makes Eredivisie Live available in the entire nation. Really everyone can join."
In five years time, Eredivisie Live is aiming to at least double the current subscriber list. Rutten is confident this ambitious goal will be achieved. "In the Netherlands the digitalisation of TV is rapidly growing and growing. From only 17% of Dutch households three years ago to already 50% nowadays. And that number is rising every day, something we will be able to benefit from in the future."
Eredivisie Live is owned by the 18 clubs. Every Euro that comes in flows back directly to the clubs. The special relationship clubs hold with their fans is a valuable one. Rutten: "Club loyalty plays a major role in the success of Eredivisie Live. Eredivisie Live is more than just another TV channel, it's also emotion. Fans realise they are supporting their favourite team by subscribing to the channel."
Now that the first steps have been successful it's no time to lean back. Rutten: "We remain ambitious and focused on continuing to grow. With 6 to 7 million people in Holland interested in football there is plenty of growth potential. And we are looking into the possibilities of expanding our programming with more live international football, for instance the Europa League. That could prove to be a valuable enrichment of the channel."
