Co-Founder @ FITCHANNEL.COM
Since 1989 in the international media business and co-founded the online fitness platform FITCHANNEL.COM with Michael Moser in late 2016, John de Mol’s Talpa Network joined as a shareholder in early 2018. Ketelaar founded DFFRNT MEDIA (investor in FITCHANNEL.COM) with partners Winston Gerschtanowitz and Bas Verhart in late 2016 which has grown to a team of 32+ professionals. In January 2018 John de Mol and TCC Global both acquired a strategic minority share in DFFRNT MEDIA. Previously Ketelaar acted as SVP Prime Time Entertainment at PRO7SAT1 responsible for all entertainment, reality and comedy formats in prime time. In 2015 SAT1 managed to grow it’s market share to 9,3% in the relevant target group 14-49. Ketelaar also serves as a strategy and M&A board consultant to various international leading media companies and was CEO/shareholder at format creator and production house Blazhoffski Group. In the fall of 2011 BlazHoffski sold a majority stake to Warner Bros. Previously Ketelaar was CCO and founder of 2waytraffic, which was listed on the London Stock Exchange in 2006 and acquired by Sony Pictures Television in spring 2008, 2waytraffic is a specialist in the development of entertaining and interactive formats such as: “Who wants to be a millionaire?”. Mr. Ketelaar has held international management positions for 14 years at Endemol. Including as Executive Director at Endemol Interactive International, responsible for interactivity around formats such as Big Brother; Managing Director at ZimoH Productions, subsidiary of Endemol. He is experienced in the production of prime time programs, such as the first and original series of Fear Factor. Ketelaar studied marketing and communication and has held various guest lectureships at the University of Amsterdam.