SATELLITE & CABLE: CNNI builds profile in Asia

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

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