CNN sells out ad time ahead of Hong Kong handover

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HONG KONG - Advertising spots for CNN International are sold out until July as the territory prepares for the change in sovereignty from Britain to China, according to Carl Meyer, senior vice president-Asia Pacific for Turner Broadcasting Sales.

Meyer was speaking at the official June 6 launch of "Asia This Day," CNN International's new morning news programming exclusively for the Asia-Pacific region.

"We will have our best third quarter ever," Meyer says. This was partly due to the high demand for ad space during the handover period, but also because advertisers had started including satellite channels in the planning stages of their budgets. "They are looking at satellite as a viable advertising medium," he says. "The handover obviously helps," he says. "It's safe to say revenue has increased substantially due to the tight inventory situation."

"Asia This Day" is part of a broader CNN International initiative, started earlier this year, to regionalize its network, according to CNNI vice president and managing editor, Chris Cramer.

He says CNNI is "committed to responding to the particular demands of our viewers in each region." The half-hour daily show went on air on June 2. Only the Monday program will be carried on CNNI elsewhere in the world. The programming line-up includes a mix of international and regional news, business news, weather and sports.

Copyright June 1997, Crain Communications Inc.

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