Regional broadcaster Channel NewsAsia has launched an expansion plan with a new look and programme line up to help viewers better "Understand Asia".
With the rebranding, the news broadcaster hopes to increase content by a third and gain audiences both locally and abroad.
Carrying the tagline "To be the Voice of Asian Progress", Channel NewsAsia's aims to unfold stories in the region while staying true to its commitment of helping viewers "Understand Asia".
On the marketing front, it has also launched a series of initiatives in the region, such as the partnership for the CEO World Forum which was held in Ho Chi Minh City earlier this month.
In March 2013, the channel is taking its discussion programme, "Perspectives", on the road in Jakarta which will feature the countries various heavy weights such as Emirsyah Satar, President and CEO of Garuda Indonesia; Stefan Koeberle, the World Bank's country director for Indonesia and others.
The channel will launch more of such initiatives, like the Luminary Awards Forum in Singapore at the end of March.
The expansion plan also bolsters its programming line-up, and investments in new bureaus and facilities across Asia.
There will also be increased news & business content and documentaries featuring key stories from the region's financial hubs - Singapore, Mumbai, Hong Kong and Shanghai.
Channel NewsAsia's managing director, Debra Soon said "the locus of the world economy" is shifting towards Asia and the channel hopes to help the "world better understand Asia."
"We have made substantial investments to provide more business content about Asia, from Asia. We intend to increase our lead in covering South East Asia better than other broadcasters operating here, and we will cover South Asia better," she added.
CNA was unable to comment on how the rebranding will help advertisers and marketers, at the the time of writing.
Last year Channel NewsAsia also made its foray into Myanmar signing up with Pay TV operator, Sky Net.