More than twelve years after the relaunch of Koffietijd, the morning show of RTL 4 will again come to an end in May 2023. The sponsor does not want to continue with it and the channel cannot afford it alone.
The morning programming of RTL 4 will become a lot more static after the current season, because Koffietijd will cease to exist after May 2023. The sponsor, the National Postcode Lottery, is pulling the plug after twelve years. And that is a hard blow for the presenters of the program, including Loretta Schrijver and Quinty Trustfull.
Not enough viewers
Daan Peters, who is responsible for this program at the Postcode Lottery, looks back on a great period. “With the contract expiring next year, now is the time to make a choice about the progress. Unfortunately, the program no longer reaches enough viewers,” he says.
Coffee time, for example, only attracted 112,000 viewers yesterday. “Together with RTL and Talpa Entertainment Productions, we are looking forward to this collaboration with pleasure and pride and in the coming months we will also let viewers start the day in a pleasant way with Quinty, Loretta, Pernille, Patrick and Vivian.”
Peter responds
Peter van der Vorst, the channel boss of RTL 4, thinks it’s a shame. “Coffee time has long been part of the regular morning ritual of a loyal fan base. Every weekday morning, our team of presenters brings warmth and cosiness into the living rooms in a casual way.”
He continues: “We are therefore sorry that we will be saying goodbye to this iconic title after May, but we understand the choice of the Nationale Postcode Loterij and VriendenLoterij.”
Too expensive
Why doesn’t RTL 4 just continue independently with Koffietijd, so without the sponsor? “Unfortunately, without their contribution, it is not feasible for us to continue the program.”
Peter can’t help but get the program out of the broadcast schedules. He thanks the Postcode Lottery for the great cooperation. “We are grateful to them for all the years in which they have made Coffee Time possible.”
