Financial news service triples aud in timeslot

NEW YORK — E! Entertainment TV is dumping its morning schedule of infomercials in favor of three weekday hours of business and financial news from Bloomberg TV.

Beginning next month, E! will carve out a three-hour block at 5 a.m. to carry a duplicate version of business news programming on Bloomberg TV, spiced with reports of market trends and economic forecasts and bolstered by interviews with CEOs and money managers.

A Bloomberg spokeswoman said the company is paying an undisclosed fee to E! for the three hours of time and will sell all of the advertising within the E! block.

The advantage to Bloomberg, the spokeswoman said, is that it gets access to E!’s 83 million subscribers, more than triple the sub base of Bloomberg’s 24-hour service.

E! gets a major programming upgrade from its usual schedule of wall-to-wall infomercials.

Bloomberg TV distributes 10 networks in seven languages throughout the world. Its Bloomberg News division employs 1,600 reporters and editors in 94 bureaus around the globe. Bloomberg has installed cameras in more than 200 banks and financial institutions worldwide.

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