"We've received a lot of feedback from women across the region who feel it is high time that the working women of Asia are highlighted in their own television program," says Christopher Blackman, CNBC Asia's VP-news and programming.
Mr. Blackman denies cynical claims that this is purely a ploy to attract new advertisers. "The program was entirely a creative decision as opposed to a commercial one," he says.
A spokesperson for CNBC Asia says "ad sales teams are checking out some good leads at the moment, but (they) can't confirm anything as yet" regarding potential new advertisers drawn by the new show.
Regular segments on "Asian Working Woman" include "Web Talk," looking at Web sites for women; "The Right Moves," profiling successful personalities in business, politics or entertainment; and "Dollars and Sense," providing investment advice.
In cooperation with Elle magazine, "Asian Working Woman" will also feature a segment called "Elle TV," where Elle editors across the region share the latest topics and issues affecting women in Asia.
Another segment, "Woman of the Week," will spotlight the woman making news in Asia that week.
Launched in February 1998, CNBC Asia is a service of Dow Jones & Co., publisher of The Wall Street Journal, and NBC, the broadcasting unit of General Electric Co.
Headquartered in Singapore, CNBC Asia is available in more than 14 million homes on a 24-hour basis and more than 260,000 hotel rooms across Asia. The service is distributed via satellite, cable and terrestrial broadcast networks.
Copyright November 1999, Crain Communications Inc.