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TV10 would have been the first official Dutch commercial TV channel airing in the Netherlands. The launch date was set on 1 November 1989. The TV Station was a cooperation between Peter Jelgersma and Joop van den Ende. The Dutch government was, at the time, against commercial television and prohibited it from broadcasting. The channel would have been a general entertainment channel. Eventually most programmes and television celebrities from TV10 moved to competitor RTL Véronique which had launched under a Luxembourgian television licence.