In an age when ‘engagement’ is the buzzword, advertisers are seeking new ways to actively involve their audience with their products. So programmers are progressively turning to product placement and customized branded programming to build the ‘connect’ between brand and audience. News tends to be the most regulated when it comes to the integration of advertising, although many a news channels ad sales exec must privately wish this was not the case. Publicly, though, Adrian New, Senior Vice President, Advertising Sales, CNBC Asia Pacific chooses to take he perceived moral high ground. “CNBC does not undertake product placement… we believe it potentially compromises the perceived integrity or impartiality of reporting and program content. So called ‘customized solutions’ are nothing more than ensuring that advertising solution meets the requirements of the advertiser whilst remaining within the scope of what your channel would normally cover.”