VPRO

VPRO, also known as Omroepvereniging VPRO and VPRO en HUMAN, is a State Owned entity headquartered in the Netherlands. Founded in 1926 with approximately 700 employees, the organization operates as a tier 1 media tech buyer and specializes in Broadcast Media Production and Distribution. Initially established as the Vrijzinnig Protestantse Radio Omroep (Liberal Protestant Radio Broadcasting Corporation), the institution underwent a secular and cultural evolution in the late 1960s to become part of the Dutch public broadcasting system (NPO). Operating under a membership-based association model, its continuous operations are anchored by its dedicated fundraising portal, Steun VPRO. Under the leadership of General Director Lennart van der Meulen and Creative Director Stan van Engelen, the studio leverages its marketing layout, "Breinvoer" (Brain Food)—a campaign architecture engineered alongside creative agencies like HERC and Headline Interactive—to target younger, digitally native generations. The association controls a proprietary intellectual property repository containing thousands of hours of investigative journalism, television, and podcasts. Its broadcasting catalog includes domestic and international milestones, including Zondag met Lubach (and its successor Avondshow met Arjen Lubach), Tegenlicht (VPRO Backlight), Metropolis, Zomergasten, and Beagle: In the Wake of Darwin, and visual content designed to challenge conventions and broaden global perspectives.