Shell renews ties with CNBC show

<P>Shell International has again tied up with CNBC for the second season of the channel's Questions for the Future series.</P> <P>Billed as a show that explores solutions to global energy issues, along with their impact on business and society, Shell is hoping that the sponsorship will help it reach out to a range of stakeholders - many of whom see Shell's purported interest in the area as a cynical ploy to boost PR. </P> <P>The programme format, whereby a panel of senior business leaders, NGO representatives and economic commentators participate in roundtable discussions, will take place in various global cities - including Singapore and Shanghai.</P> <P>"Our collaboration with CNBC is a key element of our global communications campaign," said Shell International head of corporate identity Judy Everett. "It is an innovative approach which enables us to engage important stakeholders both face-to-face, when the programmes are filmed, and then again when they are broadcast on CNBC. The new series will help us to maintain the momentum that we created during series one."</P> <P>In addition to the commercial spots and vignettes, the series also includes pre-recorded themed segments that air in the run-up to each panel discussion. A microsite, questionsforthefuture.tv, is designed to encourage greater viewer interaction.</P> <P>Research conducted by Universal McCann for CNBC demonstrated that Shell's advertising awareness rose to a peak during the first series of the show, which garnered an estimated viewership of 1.9 million.<BR></P>