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CNBC will launch subscription TV streaming services on platforms such as Apple TV to expand audio options like radio as U.S. broadcasters will revamp their international schedules.
Deep Bagchee, president of CNBC International, who handles business for groups outside the US, told the Financial Times that it was “over and beyond the larger market,” which also includes more international content and coverage in areas such as private markets and Crypto.
CNBC International provides global coverage to U.S. cable networks, including hubs and stations in London, Singapore and Hong Kong. Broadcasters rely more on advertising funds than US parents, who have a large source of cable revenue.
On Wednesday, the US group will begin rolling out CNBC+ for the first time on Apple TV and Roku, marking the latest attempts by traditional cable stations online and through new digital platforms.
“We’re looking at additional top streaming and monetization methods (this),” Bagchee says. “There are many ways to consume CNBC.”
Bagchee said more CNBC content is being displayed via YouTube, but he is working on audio versions of streaming services like traditional radio. Audio versions of the live stream are currently available in the US and will be available internationally.
He wants to add it to his podcast lineup as well. “Television is evolving,” he said. “It’s about live streaming.”
He said US television channels will always be at the core of their services.
“Broadcasting is a very powerful medium for them. … (where) many of our big stories are still broken. It produces stories, generates clips, so there are a lot of downstream influences.”
But like the experience of other traditional cable broadcasters, the growing number of CNBC viewers is being watched online via its website or social media or YouTube.
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“We feel we have more content on all different platforms. We’ve grown with YouTube presence, Instagram presence, Tiktok presence, social media.”
The station was also aiming for more coverage to international audiences, he said. US market coverage is always “people rely on us,” but increasingly adds “topics or markets that international investors are interested in.” He pointed to new efforts to introduce the programme for viewers in China and India.
Bagchee said CNBC has not encountered the kind of issues with the White House facing several media groups and added, “We’ll stay in the business lane.”
“We are thought to cover the markets that cover the economy in a very balanced way.”
