As for advertising, the channel is looking at introducing an integrated package. However at the back of everything is a new mantra at CNN, that of integration. Mr Macintosh is integrating traditional activities with much newer activities in the Asia Pacific. That is, television journalistic work is getting merged with the dotcom activities. Mr Macintosh said that being multi-skilled is central to the digital age. And CNN is using that strategy to position itself strongly in the market. Even though Mr Macintosh is talking about integration, CNN is determined to stick to its traditional brand value. For instance, he said that the channel would not compromise on its newsgathering USP. The thrust, as always, would continue to be on newsbreak, he said. Also, the channel is planning to come out with new programmes, which are not the same as shown on other channels, he added.

Everything else would follow from there. Talking specifically on the South Asia channel, Mr Macintosh said it's still early days for the channel as it was launched only last year. But there are plans to develop it into a bigger and a better channel, he said. To achieve that goal, one must understand the market in the region, a task for which Mr Macintosh is here.

Replying to queries on the recent downsizing at CNN, he said that the South Asian region was not affected by it. But overall, he said downsizing was the result of scaling down of dotcom operations across the industry and not just in CNN.