CNBC Signs International Agreement With The Dubai International Financial Center (DIFC)



'Gateway to the Middle East’ will provide the global business community with a unique insight into one of the world’s fastest growing markets

CNBC, First in Business Worldwide, has signed a multi-million dollar, three year agreement with the Dubai International Financial Centre (DIFC), the world’s fastest growing global financial hub. The partnership, which runs through 2010, comprises of cross-platform activities including on-air, online and event driven elements across CNBC channels in the US, Europe, Asia, India and Australia.

The campaign will help to raise the international profile of the DIFC and demonstrate with engaging content, that it is a major international financial centre.

DIFC will associate itself with CNBC’s new half-hour monthly magazine news programme called Gateway to the Middle East. Each month the programme, with the strapline “Powered by the DIFC, your gateway to growth”, will provide executives around the world with insights into all that the region has to offer, focussing on business trends and executive lifestyle in the region. The programme will highlight opportunities for making and spending money in the region and will feature extended interviews with the region's high achievers in business, introducing viewers to the personalities behind the biggest corporations.

Gateway to the Middle East debuts on CNBC on 24 October and airs on CNBC Europe (at 19.30 CET and 22.30 CET), CNBC World in the United States (at 17.30 EST), CNBC Asia (on 25 October at 20.00 SIN/22.30 SYD) and on CNBC-TV18 in India (on 27 October at 15.00 IND).

The programme will be anchored by experienced Middle East journalist, Dyala Sabbagh, who has been covering the Middle East on-air, in print and on-line for more than eight years. Eithne Treanor, who has more than 20 years experience as an international journalist and whose career spans major international TV networks, will be the special correspondent on Gateway to the Middle East. The programme will draw on the analysis and expertise of other CNBC business reporters from around the world including Louisa Bojesen, one of CNBC Europe’s most experienced anchors, and Nadine Hawa from CNBC Arabiya.

Gateway to the Middle East will be supported by a dedicated microsite where viewers can watch the programmes after they have aired, and access extended content, including articles from guest journalists who specialise in the Middle East and blogs by the programme’s producer.

Dan McClean, CNBC’s Commercial Director EMEA commented, “This is a very significant deal for both CNBC and DIFC and we are delighted to be working closely with DIFC to create a bespoke three year campaign. With this agreement DIFC will be able to reach the channel’s influential and affluent viewers of CEOs, senior business leaders, finance professionals and active private investors, which will help it to make an impact and achieve ‘cut through’ globally.

“The Middle East is a growing and important area for us, with more and more international trade emanating from the region. Research in Europe tells us, that 13% of our viewers have investments in the Middle East and with our expanded activities, CNBC will follow the money and tell the business world about the opportunities in an unbiased way,” concluded McClean.

Wadi Ahmed, Chief Marketing Officer at DIFC said, “The campaign that will be rolled out with CNBC highlights DIFC’s position as a globally recognised financial centre. We aim to be a catalyst for regional economic growth and development contributing to Dubai’s position as a global gateway for capital and investment. CNBC provides the ideal platform for us to communicate this message, reaching senior business leaders on a global scale.”

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