MUMBAI: CNN International has announced that IT and network technology company NEC will sponsor its viewer response initiative, 'Impact Your World.' The sponsorship takes effect from September 2008 and encompasses new weekly on-air segments and vignettes across CNN International's global network, reaching more than 230 million households and hotel rooms, in addition to the initiative's web site at www.cnn.com/impact. 

Impact Your World is CNN's audience empowerment initiative, which allows CNN viewers and users to take action on and respond to the news they consume. With Impact Your World, news is no longer passive; 'Impact' buttons on selected CNN.com stories link people directly to resource pages showing how they can help charitable organizations in categories including Refugees & Homelessness, Poverty, Health and Natural Disasters.

In addition, new weekly on-air vignettes highlight stories that empower CNN's global audience to effect real change. Natural disasters including Cyclone Nargis which hammered Myanmar and the devastating Sichuan earthquake have brought about immediate responses and donations. 'Impact Your World' also allows viewers to support individual causes.

CNN Asia Pacific VP ad sales William Hsu says, "We're delighted to partner with NEC in this bespoke, cross-platform sponsorship that allows our viewers to enact positive change in the world. We look forward to delivering a powerful brand solution for them across this most worthwhile of initiatives."

NEC GM advertising division Mikio Yamada says, "Throughout its history, NEC has continuously sought ways to contribute to society through technological innovation and advanced solutions. NEC is proud to sponsor CNN's Impact Your World, which is an innovative way to empower individuals and societies around the world by connecting people and organizations".