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Broadcasting

“We say aloud what the listener wants to hear in the morning”

The morning show of the Dutch Qmusic went on air for the first time in September last year and is already showing good results. Presenters Marieke Elsinga and Mattie Valk awaken the Netherlands every working day from 6 am to 9 am.

Hoe ervaren jullie dat succes zelf als radiomakers?

Mattie Valk: “I think the success has to do with the way Marieke and I make radio. We are candid and completely transparent about what we do, we remain completely ourselves and just have fun together. I notice that the listeners can appreciate that. ”

How do you experience that success yourself as radio makers?

Marieke: “We just enjoy it! For us it is important that we are not fake, we just want to discuss everyday things like everyone else would do, at home or at work. We want to be recognizable.”
 
Mattie: “I think we say out loud what the listener wants to hear when he turns on the radio in the morning . Things that are beautiful, subjects that touch people, a good song … those are issues that appeal to everyone, regardless of age, gender, beliefs. ”

“Our listeners know that we listen to them respectfully, without making fun of them.”
Marieke Elsinga

Which moments do you remember most?
 
Marieke: “We recently discussed the phenomenon of burnout. A 25-year-old boy spoke very frankly about his burnout and the suicidal feelings he had. I thought it was great that he felt comfortable enough with Mattie and me to be vulnerable. Our listeners know that we listen to them with all due respect, without wanting to make fun of them.”
 
Mattie: “For me, it was our very first broadcast. My heart was beating about 200 times per minute, but I immediately felt that it was good. It was the first line of a book that made me very happy.”
 
How do you see your program grow in the coming year?
 
Mattie: “We certainly will not change the tone. We really think that you can only have a genuine relationship with your listeners if you yourself are authentic. For us, that is the only way to gain trust from the listeners. And we also try to work on our regular starting moments: actions that surprise people, but at the same time they say that it is typically Mattie and Marieke.”
 
Marieke: “Above all, we just want to continue to enjoy ourselves and that is possible because there is such a natural click between Mattie and me. It also helps that he is such a great listener: he always laughs so heartily at my jokes!”

“ Qmusic has the potential to become market leader in the Netherlands “

Program Director Dave Minneboo works for Qmusic Nederland since 1 June 2018. For Dave, the reason for the success of Qmusic is quite clear. “Qmusic is a feel-good brand. You know exactly what you get when you tune in on our radio channel. That candid look works extremely well in the Netherlands. The listener looks for a cheerful note in the morning. They get that with our Ochtendshow.”
 
The channel manager is ambitious: “There is room for Qmusic to take the position of market leader if we continue on the chosen path. But then we also have to behave more often as a market leader. We cannot remain too modest and we have to be proud of what we make. That is why we give more character to our programming. It is a matter of putting the right person on the air at the right time. Good examples are the new afternoon show with Domien Verschuuren and the Ochtendshow with Mattie and Marieke, but also the Top 40.”
 
In the evening Qmusic gives an opportunity to young talent. “We look for that talent, provide training and guidance. That is all part of the challenge to put Qmusic even more on the map in the Netherlands,” concludes Dave.

Marieke: “Onlangs hadden we het over het fenomeen burn-out. Een jongen van 25 jaar sprak toen heel openhartig over zijn burn-out en over de suïcidale gevoelens die hij daarbij had. Ik vond het geweldig dat hij zich comfortabel genoeg voelde bij Mattie en mij om zich kwetsbaar op te stellen. Onze luisteraars weten dat wij naar hen luisteren met alle respect, zonder hen belachelijk te willen maken.”

Mattie: “Voor mij was dat onze allereerste uitzending. Mijn hart klopte ongeveer 200 keer per minuut, maar toch had ik onmiddellijk dat buikgevoel dat het goed zat. Het was de eerste regel van een boek waar ik heel blij van werd.”

2,5 million

Every week, the Dutch tune in to the Ochtendshow by Mattie and Marieke. With this program, Qmusic achieves a market share of 13.7 percent in the target group 20-49 years.
Source: NLO/GfK, 2018, Mon-Sun 6:00 AM to 12:00 PM

Program Director Dave Minneboo

“ Qmusic has the potential to become market leader in the Netherlands “

Program Director Dave Minneboo works for Qmusic Nederland since 1 June 2018. For Dave, the reason for the success of Qmusic is quite clear. “Qmusic is a feel-good brand. You know exactly what you get when you tune in on our radio channel. That candid look works extremely well in the Netherlands. The listener looks for a cheerful note in the morning. They get that with our Ochtendshow.”
 
The channel manager is ambitious: “There is room for Qmusic to take the position of market leader if we continue on the chosen path. But then we also have to behave more often as a market leader. We cannot remain too modest and we have to be proud of what we make. That is why we give more character to our programming. It is a matter of putting the right person on the air at the right time. Good examples are the new afternoon show with Domien Verschuuren and the Ochtendshow with Mattie and Marieke, but also the Top 40.”
 
In the evening Qmusic gives an opportunity to young talent. “We look for that talent, provide training and guidance. That is all part of the challenge to put Qmusic even more on the map in the Netherlands,” concludes Dave.

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