CNBC,First in Business Worldwide, the news channel, has announced a regional sponsorship deal with UOB Private Bank around the network's Managing Asia Succession Planning series.

CNBC,First in Business Worldwide, the news channel, has announced a regional sponsorship deal with UOB Private Bank around the network's Managing Asia Succession Planning series. The venture is the first time the bank has worked with a TV channel in this way.

The multi-platform campaign kicked off yesterday with an event in Singapore, followed by the launch of the four–part series on 12 September across CNBC's TV and digital platforms, the news service and broadcaster said in a statement.

Managing Asia's Succession Planning series will air across CNBC Asia Pacific. The series, hosted by Christine Tan, will put the spotlight on some of the region's affluent family businesses.

UOB Private Bank's sponsorship will include promotions running on CNBC Asia Pacific and digital entitlements on CNBC.com. It will also be complemented by a series of vignettes featuring UOB Private Bank executives, which will air across Asia Pacific.

This isn’t the first time a private bank has taken to the TV channels as a form of marketing and brand awareness. In early 2013, the BBC World News channel aired its first in a series of six shows about the subject and done so with the backing of Coutts, the private bank. (The international arm of Coutts outside of the UK may be sold by its parent, Royal Bank of Scotland, as announced recently.)

“This multi-platform campaign closely aligns with UOB's strategic priorities, highlighting the importance of succession planning to their clients, while also effectively targeting our influential and affluent audience in an engaging way,” Kerry Tarrant, vice president of sales at CNBC Asia Pacific, said.

The first episode of the series will feature one of the largest apparel makers in Hong Kong, Luen Thai Holdings.