The sponsorship deal has been developed by ZenithOptimedia, HP's media planning and buying agency, along with CNN International. The package includes a combination of onscreen and online branding, including HP branding at the beginning and end of the show and during ad breaks.
The first episode of 'Spark' will feature Peter Gabriel talking about web-based music distribution; an item on how the fashion retailer Zara is using information technology to react quickly to high-street trends; a feature on the "invisible cloak" being developed in Japan; and an interview with two entrepreneurs who are hard on the heels of the sportswear giants with their high-performance fabrics developed for Olympic athletes.
Jonathan Davies, senior vice-president of CNN EMEA, said: "Through Spark, CNN enables HP to reach its target audience of senior level international businesspeople, around a highly relevant programming proposition."
The programme will be a key part of CNN Europe, Middle East and Asia's weekend schedule, reaching 104m households. HP will also sponsor the Spark website on CNN.com, and the show will be supported by a marketing campaign across Time Warner magazines.
Spark will launch on Sunday July 25 at 9.30pm CET, and will air the following Friday at 1.30pm and 12pm, and Saturday at 7.30pm.
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