"We have launched vernacular language versions of CNN in countries likeGermany, Spain and Turkey. We find the Indian market attractive enough. Thejoint venture is the most appropriate route here," CNN Internationalpresident Chris Cramer said.

CNN is also exploring the possibility of introducing local languageprogrammes, both in India and the Asian market. "India is the only countrywhere BBC is ahead of us. We are planning to be aggressive in the Asianregion," Cramer said. The international news channel will introduce locallyproduced programmes on the new South Asia channel by the fourth quarter of2000, and has appointed two new anchors. "We are in discussions with anumber of programme providers. The strength of local programming willcomplement CNN's current offering of news programmes and breaking news,"said Cramer.

For the South Asia channel, CNN plans to introduce two weekly programmesproduced from India. It will enter into a multi-year contract with the localproduction house.

"We are looking at genres like business, technology and lifestyle. Ourtechnology shows have been successful in Europe and Asia," said Cramer. As afirst step towards a sub-regionalisation strategy, CNN is launching theSouth Asia channel on July 3 with a new region-specific schedule. This willfeature a five-hour prime time block, comprising international and regionalnews bulletins. There will also be a daily edition of the popular "Q&A" showfor South Asia, presented by Riz Khan at 10 pm. CNN International will alsoreschedule some of the network's most popular programmes for dailyprime-time television viewing in South Asia. These programmes include BizAsia, CNNdotCOM, Style with Elsa Klensch and CNN Hotspots.