Launching on 11 October 1965, NPO 3FM was created as Hilversum 3 (later Radio 3) by the Minister for Culture and Social Recreation, Maarten Vrolijk, to counterbalance the popular new offshore stations such as Radio Veronica. It broadcast the so-called vertical programming. Due to the nature of the Dutch public broadcasting system, with several broadcasters being awarded airtime based on the numbers of paying members they have, NPO 3FM hosted radio shows by a different broadcaster daily (respectively: AVRO, VARA, EO+VPRO, TROS, Veronica, NCRV and KRO). The station was quickly popular because of this 'unpredictable' style and diversity (as an example, Christian broadcaster EO used to broadcast Christian-themed programs (including a request show with religious music), followed by the now legal Radio Veronica with a format based on Top 40-pop). It mainly focused on a young audience with a mostly pop format, so that there was a clear identity. The NOS was live horizontally from Monday to Saturday evening between 18:00 and 19:00.