Shell International Continues Collaboration on Questions for the Future Series

CNBC Europe, the leading pan-European business and financial news channel, and Shell International today announced the second series of CNBC's highly acclaimed Questions for the Future programme, which will air on CNBC Europe and CNBC Asia.

The new series will focus on global energy issues and will start in April in The Hague with a programme that considers ‘Extreme Energy Exploration’. The series will run until November 2006.

Questions for the Future will maintain its core format of round-table discussions with a panel of senior business leaders, representatives from NGOs and world economic commentators. Each panel will explore solutions to key global energy issues and their impact on business and society. The series will consist of four half-hour programmes, each with different panel members, and will be filmed from diverse locations around the world which are impacted by the issues discussed, including Singapore and Qatar.

This year the series will also feature five pre-recorded three minute themed segments that will include case studies and interviews around the topics that will be addressed by the panel. These themed segments will air on CNBC in the run-up to each panel discussion.

This year’s discussion panels and pre-recorded segments will individually examine four key topics:

  • Extreme Energy Exploration

With continuing pressure on supply, where and how will new reserves be found and what are the alternatives?

  • Sustainable Cities

What can be done to preserve energy and to create eco-cities in the future?

  • Growing Energy Demand

With increasing demand from Asia, how can the supply of energy be maintained?

  • The Interconnected World

How should the profits from current energy sources be invested to create a better society?

In addition to the broadcast element, which will also feature commercial spots, and vignettes, the series will be supported by a dedicated microsite,, where viewers are able to e-mail comments on the issues discussed.

Each programme, which will be hosted by CNBC Europe’s Geoff Cutmore, will be filmed in front of a specially invited live audience, who are able to participate in the debate following the panel discussion.

Questions for the Future is an integral part of Shell International’s global corporate communications campaign because of CNBC’s senior corporate executive audience and its reach across Europe and Asia.

Judy Everett, Head of Corporate Identify at Shell International said, “Our collaboration with CNBC Europe is a key element of our global communications campaign. It is an innovative approach which enables us to engage important stakeholders both face-to-face, when the programmes are filmed, and then again when they are broadcast on CNBC. The new series, which focuses on energy issues, will help us to maintain the momentum that we created during series one.”

Liz Jones, European Sales Director, CNBC Europe added, “The Questions for the Future series is an excellent example of a bespoke cross-platform solution that we can create for clients. The series has enabled Shell to demonstrate to a senior and influential audience that it is at the heart of the energy issues that affect us all.”

Questions for the Future Series One

The last Questions for the Future series (which looked at global economic and business issues including entrepreneurship, outsourcing, working with China and trust) was honoured as Best International Campaign in Campaign magazine’s peer poll of the international business scene (October 2005). The series was also nominated in the M&M Awards 2005 as ‘Best Contribution to an International Campaign by a Media Owner.’

Independent research conducted by Universal McCann for CNBC during the first series, showed that Shell’s advertising awareness on the channel rose to a peak during the campaign. The research also showed that viewers were most likely to regard Shell as being an industry leader offering quality products and services. An estimated 1.9 million viewers watched the first series.

For further information

CNBC Europe
Charlotte Blenkinsop/Hugo Foulds
+44 (0)20 7653 9448 / 9398

About CNBC Europe

CNBC Europe is the only pan-European real-time financial and business channel dedicated to European CEOs and senior corporate executives, the European financial services industry and the European investor. Today the channel is available in over 100 million homes, 1,400 banks and financial institutions and four and five star hotel rooms throughout Europe, the Middle East and Africa. CNBC Europe is wholly owned subsidiary of NBC Universal. NBC Universal is the broadcasting unit of General Electric Company (GE).

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