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CNBC floors it for ‘Business’ ratings

First time live, anchored broadcast based on NYSE floor

NEW YORK — Cabler CNBC is taking the raging biz news war to the Street. Starting Monday, the net’s flagship nightly newscast “Business Center” will air live from the trading floor of the New York Stock Exchange. While several news organizations, including CNBC, regularly file reports from the trading floor, the shift of “Business Center” reps the first time a live, anchored broadcast will be based on the NYSE floor.

“Business Center’s” hourlong broadcast will start at 6:30 p.m. ET, long after the traders leave the floor. CNBC plans to build a collapsible set that can be quickly broken down so as to not interrupt trading the following day.

Moving the program “will increase CNBC’s leadership in the financial news arena by further associating the network’s brand with the financial strength and influence the (NYSE) represents,” said CNBC prexy Bill Bolster, who announced the move Tuesday.

While the shift in setting probably won’t mean much to the editorial content of “Business Center,” it does send a shot across the bow of CNN. The all-news granddaddy’s “Moneyline NewsHour” has taken a Nielsen ratings hit in the months following the departure of anchor and biz news topper Lou Dobbs, and CNBC execs privately believe they can challenge “Moneyline’s” longtime ratings dominance.

CNBC execs have been actively working to bolster “Business Center’s” chances. Just days after Dobbs ankled, CNBC decided to expand its coin show to an hour and bring in new anchors Sue Herera and Ron Insana.

CNN has countered with a stepped-up promo campaign and plans for increased biz coverage throughout the day.

“Moneyline” remains based in New York. “Business Center” currently originates from CNBC’s Fort Lee, N.J., studios.

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