SATELLITE & CABLE: CNNI builds profile in Asia

<p>CNN International is pushing ahead with the third phase of its </p><p>regionalisation initiative, with the planned rollout of three features </p><p>and news programmes for Asian audiences. </p><p><BR><BR> </p><p>"We're working to continuously develop the concept that CNN is engaging </p><p>and fresh," said Mr Bill Baggitt, managing editor of CNN International </p><p>Asia-Pacific. </p><p><BR><BR> </p><p>CNNI is serious about Asia, said Mr Baggitt, adding that his </p><p>newly-assigned role was to build up "the regional output" of the network </p><p>and to collaborate the editorial liaison with Time Warner companies. </p><p>Convergence in the media business was creating a new landscape for the </p><p>industry, and Mr Baggitt said CNNI would capitalise on the editorial </p><p>resources of its parent company. </p><p><BR><BR> </p><p>According to CNNI, strengthened editorial and business development will </p><p>play parallel roles in helping the channel explore sponsorship, </p><p>advertising, marketing and public relations opportunities. </p><p><BR><BR> </p><p>Vision of China was cited as a successful campaign case to demonstrate </p><p>the collaborative efforts among Time Warner's publications and CNNI, </p><p>which maximised the group's editorial strength. CNNI plans to develop </p><p>more Vision of China-type projects - though not necessarily based on a </p><p>country, but topic-driven as well - across Asia, said Mr Baggitt. </p><p><BR><BR> </p><p>Turner recently submitted an application for a pay-TV licence in Hong </p><p>Kong, and Mr Baggitt said CNNI's distribution strategy will be to </p><p>maintain the flexibility of the network's penetration across Asia. </p><p><BR><BR> </p><p>Commenting on CNBC's recent localisation drive in Asia, Mr Baggitt said </p><p>CNN has formed a local partnership in Europe similar to CNN Turkey, and </p><p>there was a possibility of repeating the strategy in Asia. </p><p><BR><BR> </p><p>New programmes scheduled to roll out include: the CEO profile feature </p><p>Pinnacle; the new technology show CNN-dot-com; and a travel programme. </p><p><BR><BR> </p>