The National Geographic Channel has made several senior appointments as it prepares for its formal launch next month. Steve Hoffman, who joined NBC Asia in February, has been named chief financial officer for Asia and the Middle East. The channel is a joint venture between NBC's parent company General Electric and National Geographic Ventures. The channel named Nicholas Seow as regional sales manager for Southeast Asia, and Felix Lai as advertising sales manager for North Asia. Mr Seow will be based at the Singapore headquarters, while Mr Lai will work from Hong Kong. National Geographic Channel claims to reach eight million homes across Asia with its 24-hour service that went on air on August 1. It also operates in 11 European countries. Staff in Singapore are working on National Geographic's launch party, due to be held on September 17.