SATELLITE & CABLE: CNN regionalisation move boosts ad sales

<p>CNN International is projecting 40 per cent growth in advertising </p><p>revenue since the roll out of its regionalisation plans in 1997. </p><p><BR><BR> </p><p>Regional cable and satellite television has witnessed phenomenal growth </p><p>in advertising share over the past five years, generating US$1.531 billion in revenue this year, according to a Zenith/Tiap media </p><p>report. </p><p><BR><BR> </p><p>Singapore (1,250 per cent), China (915.6 per cent) and the Philippines </p><p>(700 per cent) were among the markets experiencing the biggest growth in </p><p>cable and satellite television adspend since 1995. </p><p><BR><BR> </p><p>CNNI is now turning into a profitable operation, in terms of both </p><p>regional and global advertising sales, said CNNI vice-president of </p><p>advertising sales Dave Dickman. </p><p><BR><BR> </p><p>Advertisers no longer use regional television just for thematic </p><p>corporate campaigns, but also for specific product and brand promotion, </p><p>he said. </p><p><BR><BR> </p><p>Increasingly tactical use of regional TV has demonstrated the maturity </p><p>of the medium itself, as advertisers see the dynamic value of this </p><p>communication platform. </p><p><BR><BR> </p><p>Most of the advertisers on board with CNNI in Asia are multinationals, </p><p>who are on the look-out for regional as well as global advertising </p><p>opportunities. </p><p><BR><BR> </p><p>Distributed to 26 million households in 29 countries and territories </p><p>across Asia, CNNI capitalises on the network's worldwide sales force to </p><p>serve Asia. </p><p><BR><BR> </p><p>Corporate, travel, computers, airlines and the Internet were among the </p><p>key categories driving the growth of advertising revenue in the past few </p><p>years. </p><p><BR><BR> </p><p>The rise of the Internet would not be a threat to regional television, </p><p>but rather a complement to traditional media, leveraging on the </p><p>opportunities that such multi-communication outlets offered to </p><p>marketers. </p><p><BR><BR> </p><p>Capitalising on group resources from Time Warner, CNNI was taking on </p><p>integrated sales efforts with affiliate media, to offer advertisers a </p><p>variety of marketing opportunities. </p><p><BR><BR> </p><p>Whenever it is appropriate to the clients, Mr Dickman said the channel </p><p>was keen to offer a "total solution package", integrating marketing </p><p>efforts on the air, ground, online and print platforms. </p><p><BR><BR> </p><p>CNN has developed localised websites in different languages, and these </p><p>have attracted more than 640 million page impressions per month on </p><p>average this year, and more than 6.7 billion last year. </p><p><BR><BR> </p><p>Localised websites serve as a supplement for regional advertising sales </p><p>efforts in terms of serving domestic clients targeting local markets, </p><p>according to Mr Dickman. </p><p><BR><BR> </p>