Dutch television formats have traveled around the world since about the late 1990s. At the time Dutch broadcasting had changed from an exclusively public broadcasting system to a dual broadcasting system, which included both public and commercial channels. Whereas the export of television formats reflects the international position of the Netherlands as a trading nation, in the domestic context television offered viewers experiences of cultural identities, reflecting Dutch culture and society in changing times.

This speaks to the notion of television as primarily a national institution, despite its sensitivity to global trends and industrial and economic developments. Television has the ability to homogenize cultural experiences and strengthen differences among people at the same time, both within and outside national borders; examples are national and international sporting events, the funeral of Princess Diana in 1997 and charity concerts such as Live Aid in 1985. Television programs offer stories, images, ideas, and histories that help us make sense of the world and of ourselves. This is particularly true for drama. Television drama plays a major role in all television systems because it aspires to address the cultural identity of its audience. Traveling (transnational) television formats form an excellent illustration of the way television became a site of negotiation of both global and national cultural practices and values.

This chapter addresses this double bind of television and discusses particular examples of television drama and (transnational) television formats, against the background of the organization of the Dutch broadcasting system, which deeply reflects the organization of Dutch society.

A Unique Broadcasting System

The Dutch broadcasting system is hard to explain to outsiders. At first sight it may be perceived as a fragmented radio and television landscape, yet once understood it reveals essential characteristics of Dutch culture and society. What makes the Dutch television exceptional is the fact that its broadcasting system is funded on the concept of pillarization, which allows for a diversity of broadcasting company profiles, each representing a section or “pillar” in Dutch society. Pluriformity (in the sense of diversity of opinions and beliefs) has always been one of the most important and well-protected characteristics of Dutch broadcasting.