Media Coalition

Digitization is often discussed in terms of progress: faster, smarter, wider reach. Those benefits are real, but it has also significantly changed the way people stay informed. Our society is slowly losing its grip on a truthful and diverse information landscape. The media must reinvent themselves, and the dominant position of a handful of global tech companies makes that task even more difficult.

The Democracy and Media Foundation (SDM) believes that we can only meet these challenges by working together. By joining forces with public and private media organizations—both large and small—as well as the government. That is why we are bringing these parties together. Together with them, SDM aims to build a digital environment that serves the public: with strong Dutch media, greater digital autonomy, and policies that take a holistic approach to media and technology.

What?

In November 2025, 23 Dutch media organizations—both public and private—sounded the alarm with an urgent letter to informateur Sybrand Buma, at the initiative of SDM. In it, we warned that our society is losing its grip on a truth-seeking and pluralistic information system. This poses a serious threat to democratic resilience, as well as to the Netherlands’ strategic autonomy and, consequently, its security. That is why we asked the cabinet to include a decisive response in the coalition agreement. This was the first time the entire sector had spoken out collectively.

The letter alone did not yield the results we had hoped for. We therefore continued discussions with a smaller group of media organizations about what we can do. Participants include DPG Media, Mediahuis, ANP, NPO, RPO, Talpa, and Follow the Money. In June 2026, we met with Minister Rianne Letschert (Education, Culture, and Science) and State Secretary Willemijn Aerdts (Digital Economy and Sovereignty). There, we it was agreed to work toward a media pact between the sector and the government. We view the pact as a first step, not as the solution.

Why?

A strong, independent, and diverse media landscape is essential to a healthy democracy. Journalism holds those in power to account, sheds light on social issues, and enables citizens to stay informed and exchange ideas with one another. All of this is now under pressure, because the public sphere is increasingly driven by algorithms designed not to inform, but to keep people engaged. And with the rise of generative AI, people are increasingly getting their information from chatbots. Big Tech has become the editor—but without editorial accountability.

At the same time, the very survival of news media is also under pressure. More than 80 percent of all digital advertising revenue in the Netherlands goes to foreign tech giants. As a result, media outlets are losing not only their audience but also part of the revenue model that funds journalism. That is now at stake.

How?

SDM aims to work toward a media pact between the industry and the government. In this pact, we would like the industry and the government to establish a new vision for integrated media policy. We hope to present the pact in 2027.

Media and digitization policies are often treated as separate issues, even though they can no longer be viewed in isolation from one another. We believe the government should consider media and technology together. We are currently in discussions with the relevant ministries on this matter.

In addition, we are investigating what Dutch media need to operate autonomously in the digital realm. We want a level playing field and a sustainable revenue model. We are driving the public debate on this issue, both in The Hague and beyond. What people see in the digital world is, ultimately, a matter of democracy.

We believe this is only possible if we work together: public and private media, and the government. SDM is an independent foundation. We are a nonprofit organization; we do not receive any (government) subsidies or dividends. We have our own capital, which is invested. This independent position enables us to bring parties together in a disinterested manner. We see it as our duty to continue facilitating dialogue on this topic, in the service of our democracy.