Adrian New, SVP, advertising sales, CNBC Asia-Pacific, said he expected revenue from advertising and sponsorship to grow by 20 to 30 per cent following the programming changes.
Squawk Australia will air first, with financial news from the first major market in the region to open. The idea is to set the news agenda and predict how markets will fare in the rest of Asia. The new show will be anchored by Jeffrey James, and broadcast from a new studio in Sydney.
A revamped Squawk Box, the channel’s news analysis programme, will follow, co-hosted by Martin Soong and Amanda Drury from Singapore.
Next is Cash Flow, devised to give viewers ‘actionable money-making ideas’. Capital Connection, the midday hand-over between Asia and Europe co-hosted by CNBC Europe, completes the morning line-up.
“The idea is ‘to follow the money’. We begin in Australia and follow the markets as they open across the region,” said John Casey, director of news and programming, CNBC Asia-Pacific.
The overhaul, due to go live on 26 March, is one of the most significant since NBC Universal acquired full ownership of CNBC Asia-Pacific. The channel was previously jointly owned by NBC and Dow Jones, but the latter relinquished its 50 per cent share in 2005.
