A painful defeat for Arjen Lubach: he is demoted by his employer RTL 4 after just one year. He will start much later in the evening. Not at 10 p.m., but only at 11 p.m.
It is presented by RTL 4 as ‘good news for LUBACH fans who actually want to be in bed at ten o’clock’. A handy marketing ploy, but the bottom line is that Arjen Lubach is demoted. It will move from 10 p.m. to 11 p.m. because the channel will focus more on Renze Klamer and less on Arjen’s jokes.
An hour later
Arjen’s show will actually be a repeat at the new broadcast time, because from now on the show will be shown on Videoland at 9 p.m. And that is great news according to RTL. “With an average of one million viewers, LUBACH is one of the best-scoring daily programs in the Netherlands.”
The channel continues: “It is striking: a large part of the relatively young audience already watches when it suits them, via Videoland or YouTube. And so LUBACH moves along with how the Netherlands watches. So from now on earlier at Videoland, but the RTL 4 viewer can also still see the episode at 11 p.m..”
Arjen positive
Arjen naturally presents it as good news. “Nothing has changed substantively, except that my aunt no longer has to text me every week that she liked it, but actually wanted to go to sleep. As always, I am looking forward to working with my team in the autumn.”
The new TV boss of RTL, Peter Lubbers, says: “Viewing behavior is changing rapidly and we are moving with that. By first programming the program at Videoland, we are giving concrete substance to our streaming first strategy.”
The new season of LUBACH starts on August 31.