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.
