Presentation on CNBC by Geoff Cutmore on October 13, 2009
Report by Paul Atkinson
Geoff Cutmore is the anchor of the CNBC flagship morning show in EMEA, Squawk Box Europe.
Public and political interest in business, financial institutions and the markets has never been greater in the wake of the recent economic turbulence. This means that, in contrast to commercial consumer TV, the business of business news couldn't be better, according to Geoff.
CNBC has seen a significant uplift in its audience, which has increased by 9% over the last year to 3.3 million viewers per week. CNBC broadcasts from Singapore, London and New York and so is on air when all the world's major markets are open. Its affiliate channels include Class CNBC (Italy); CNBC-e (Turkey); CNBC Arabiya (Dubai); CNBC Africa and TVN CNBC Biznes (Poland). CNBC.com was launched in December 2006 and is now established as the number one financial news portal.
Key points from the presentation and Q&A included:
- CNBC's nine hours of programming from Europe starts at 5.00am. Squawk Box Europe runs from 6.00am for three hours and acts as a curtain raiser for the opening of the European markets, followed by commentary and analysis of issues of the day. In addition to Geoff and his co-presenters, the programme also features a guest host from the world of finance and business.
- Strictly Money is CNBC's hour long lunch time programme devoted specifically to UK business and personal finance.It particularly offers opportunities for smaller entrepreneurial companies and more in depth 6/7 minute pieces on specific issues.
- CNBC provides opportunities for corporates to sponsor branded content programmes. One example was a recent feature on innovation in healthcare industries that was supported by Phillips. The channel would welcome more proposals in this area.
- The channel regularly uses a 'Squawk Box from the floor' format where the programme is aired from a firm's offices. It is happy to consider new venues. This approach benefits the programme as it demonstrates that it has high levels of access to influential organisations and of course it benefits companies by raising their profiles.
- The channel welcomes new commentators. They are most attracted to analysts and fund managers who are prepared to voice radical views and have clout in the markets (it helps to be able to say how much money they are managing). CNBC is also particularly interested in having senior business people in their shows as they are seen to be closer to the operational realities of business.
- The channel is happy to do down the line interviews from remote studios, but Geoff recommends that spokespeople have some training in this area as this approach can be difficult for inexperienced people. They try to avoid telephone interviews wherever possible.
- Squawk Box is always happy to consider new guest hosts for the programme. It welcomes suggestions from PRs and is happy to have informal meetings with possible candidates with no commitments on either side.
Paul Atkinson is an independent communications consultant who specialises in providing interim support to organisations implementing major strategic initiatives and managing major change programmes, primarily in the corporate and financial services sectors.