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Starting off writing about media for a blog, Coolman was quickly picked up to talk about television on local Dutch radio station BNR Nieuwsradio as their media expert. He combined doing so while also working as ratings researcher for Viacom, where over the years he held various positions, mostly at kids channel Nickelodeon in various European countries. While working for Nickelodeon, Coolman initiated a number of theatrical movie co-productions between Nickelodeon Benelux and various local production companies, which was a first for the office.