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CNBC Prime: A New Look, New Attitude, New Reality

Monday, 7 Jan 2013 | 7:55 PM ET

CNBC EXPANDS PROGRAMMING SLATE GREENLIGHTING TWO ADDITIONAL UNSCRIPTED SERIES ON CNBC PRIME

PASADENA, CA. — January 7, 2013 — CNBC today unveiled the network's primetime rebrand, CNBC Prime, which will debut March 5. The rebrand includes a new look, a new attitude, a new reality and a new logo that embodies the shift in primetime programming. By day, CNBC is the recognized world leader in business news providing real time market coverage and financial information. The inherent conflict of buy and sell and fear and greed that plays out on the air every day moves to the evening with colorful characters involved in gripping, emotional storylines that live in a world of ambition, achievement, affluence and consequences. By night, CNBC Prime is an entertainment network with a programming slate that is an extension of CNBC's distinct brand.

"It's an exciting time at CNBC," said Hoffman. "We are capitalizing on the success of our network. We're no longer about bulls and bears when we are off the clock. The theme of money threads through everything we do, but the programming equity in primetime lies in the stories and characters themselves."

Building on the momentum of CNBC Prime, the network also announced today it has greenlit two additional series. FAMILY BUSINESS PROJECT (working title) from Embassy Row and executive produced by Michael Davies, gives owners of small family businesses a chance at a game-changing big money prize. Family businesses may be the backbone of our economy and given these tough times, many of them are struggling to stay afloat. Each week, "Family Business Project" will feature three family businesses that are desperate for cash. They will compete in hopes of winning a substantial dollar prize that may save their businesses from shutting its doors. While the families will make their case to a panel of judges, the real power lies in the hands of the audience who will ultimately make the call and decide which family business is most deserving of the investment.

THE BIG FIX (working title), from THE Company and executive produced by Justin W. Hochberg and Charlie Ebersol, follows Marcus Lemonis, self-made master of business turnarounds with a portfolio of over 100 successful companies. Marcus is doing something no one has ever done before. He's putting over $2 million of his own money where his big mouth is in order to turn around failing companies all across America. Marcus will make you an offer you can't refuse. And once he's inside your business, he'll do anything and everything to turn your business around. Even if it means firing the president, promoting your secretary or doing the work himself. If you have a business that's in trouble and think your management team can survive America's turnaround king, then you're ready for "The Big Fix."

These projects are part of the network's ongoing strategy to explore new formats in primetime. Both series will premiere in the spring.

The announcements were made today by Mark Hoffman, CNBC President and CEO, and Jim Ackerman, CNBC's SVP of Primetime Alternative Programming.

"In prime, we're taking a more personal look at business and money," said Ackerman. "That backdrop encompasses all the elements of great story. These are shows that speak to the American Dream. It's about ambitions and second chances; failure and success."

The network has already announced two series set to premiere on Tuesday, March 5, "Treasure Detectives" at 9pm ET/PT and "The Car Chasers" at 10pm ET/PT. These are the first new series to kick off CNBC Prime.


About CNBC:

With CNBC in the U.S., CNBC in Asia Pacific, CNBC in Europe, Middle East and Africa, CNBC World and CNBC HD , CNBC is the recognized world leader in business news and provides real-time financial market coverage and business information to approximately 390 million homes worldwide, including more than 100 million households in the United States and Canada. CNBC also provides daily business updates to 400 million households across China. The network's 16 live hours a day of business programming in North America (weekdays from 4:00 a.m. - 8:00 p.m. ET) is produced at CNBC's global headquarters in Englewood Cliffs, N.J., and includes reports from CNBC News bureaus worldwide.

CNBC also has a vast portfolio of digital products which deliver real-time financial market news and information across a variety of platforms. These include CNBC.com, the online destination for global business; CNBC PRO, the premium, integrated desktop/mobile service that provides real-time global market data and live access to CNBC global programming; and a suite of CNBC Mobile products including the CNBC Real-Time iPhone and iPad Apps.

Members of the media can receive more information about CNBC and its programming on the NBC Universal Media Village Web site athttp://www.nbcumv.com/mediavillage/networks/cnbc/