CNN is launching a new weekend show about small business and already has lined up advertising business from charter sponsors CDW, Staples and Verizon Wireless.
“The Turnaround” will air Saturdays at 11 a.m. (ET) and will be hosted by former CNNfn anchor Ali Velshi. The show will follow two former CNNfn shows that have moved to CNN: “Dolans Unscripted” and “Open House.” Business news channel CNNfn folded late last year.
Each week viewers will get life and business lessons as a small-business owner and a high-profile mentor work together on a plan to make an enterprise successful.
The sponsorships include cross-marketing on platforms beyond advertising on the new CNN show, with messages appearing on Headline News, CNN Airport Network, CNN.com, CNNMoney.cnn.com and CNN wireless. Other tie-ins include print partnerships, a CNN-branded small business conference and contests aimed at small-business owners. Terms of the individual deals were not disclosed.
“The Turnaround” will also have its own section on CNNMoney.com.