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SCMP Reporter

ALMOST two months into the battle of the business news channels between CNBC and Asia Business News (ABN), it appears to be resulting in a draw as both contenders are still standing and getting stronger.

With all-business news stations relatively new to the Asian market within the last two years, both sides say that there is more than enough room for both stations because each has a different focus and target audience.

'There's only two business channels really, so there's no problem with saturating the market,' said Robert Wilson, director of marketing and network development at NBC Asia, who launched CNBC on June 20.

'The other channels [such as CNN International] are more of news services with some business content and it is not really a big part of their programming.

'We're providing a product that has an editorial edge and technical edge.' When asked if ABN was limiting itself by just focusing on the Asia region, Mr Wilson agreed that this could possibly give CNBC an advantage in the long run in attracting viewers.

'We believe so. By being able to cover the world through journalists who follow the market, it gives us that edge.

'We would consider them [ABN] our direct competition in particular areas, although in some respects I guess we are competing with the likes of CNN International or even the financial news section of the broadcast channels,' he said.

At ABN, where it has been broadcasting out of Singapore for the past 20 months, Georgette Tan, director of communications for the Hong Kong bureau, said the station had grown to become the business station of choice in 13 million homes and 130,000 hotel rooms in Asia due to ABN's focus on business in the region.

'We are a little different [than CNBC] in our approach because we are business news and we are focused only on Asia and what is important to people doing business in Asia.

  'We cover world news headlines and other news, but what is important is how it affects Asia,' she said.

 'They [CNBC] have business news, too, but their concept is a little different in what they follow.

 'They have a certain amount of programming here in Asia but then they go to Europe and take the European feed and then they jump to the US feed, so again it is different from what we are doing.

 'We cover what is of interest regarding the lifestyle of a businessman - travel, golf, sports - we're very focused. It's not a big focus, but we recognise that it is an area of interest to our target audience.'  Despite their relatively short existence, both stations have made significant gains in their viewing audience throughout the region.

  CNBC, which started with a zero viewer base, is now seen by 2.5 million viewers in 20 countries. With the launch of an NBC Super Channel (a mixture of news, sports and entertainment) set for late this year, Mr Wilson expects the numbers to increase to seven million by next year.

 'We're thrilled with our progress so far. Producing 12 hours of live business news is a major task and we will continue to grow. I think we came on the air with a quality product at the right time.

 'On day two [of broadcasting] the ANA hijacking in Japan occurred and I think we covered it well. The coverage of Brunei [the ASEAN conferences] was also very good,' he said.

 Like CNBC, which broadcasts into 150,000 Australian homes via satellite and through the Galaxy cable system, ABN has also made important inroads down under where it has just signed a deal with Foxtel Cable Television to begin broadcasting in October.

  ABN also plans to air in the Indian and Japan markets as soon as possible.

 'I'd say we've made some steady progress, distribution wise,' Ms Tan said.

  'On the advertising front, because basically we are free-to-air on the Palapa B2P satellite, our revenue comes from advertising and we have done well.'     Unlike ABN, which is seen locally via the Palapa B2P satellite or week-day mornings on TVB Pearl between 6am and 7:30, CNBC is seen through Wharf Cable which is not allowed advertising. Mr Wilson said it was a matter he hoped would be cleared up soon.

   'It is a bit of a mess, but it is one of those things of the broadcasting relations in Hong Kong. But it's under review and we believe we will see a change in that policy in the next year,' he said.



Draw declared in battle of airwaves