NPO 3FM's Slogans & Taglines

NPO 3FM is a Dutch rhythmic CHR radio station launched on October 11, 1965, as Hilversum 3 in Hilversum, North Holland. Originally created as a public alternative to offshore pirate stations such as Radio Veronica and Radio Noordzee, it was designed to offer young Dutch audiences a legal, contemporary music station. The station became Radio 3 in 1985, then Radio 3FM in 1994, and was streamlined to 3FM in 2003 before adopting the NPO 3FM name in 2014 as part of the Dutch public broadcaster's unified branding. Core offerings today encompass contemporary hits, rock, pop, alternative, and electronic music, alongside iconic programming such as the Serious Request charity glass house events and the 3FM Awards. Brand messaging has evolved through multiple slogans: from the 1990s youth positioning De jongste zender van Nederland (The youngest channel of the Netherlands), to Serious Radio (2003), Music Starts Here (2017), and the current platform We Want More (2020). Today, NPO 3FM remains one of the Netherlands' most popular radio stations, broadcasting via FM, DAB+, cable, satellite, and streaming platforms.