As part of continuing efforts to expand its viewership base in the critical 8 pm to 11 pm evening band, CNBC India today announced the launch of Storyboard - aimed at the advertising community.

The first episode of Storyboard airs tomorrow at 8 pm with a repeat telecast at 11 pm. The episode will be screened again on Sunday at 11:30 am and 8 pm.

Haresh Chawla, CEO CNBC India, says: "There was a felt need to spice up our programming in the evening. So, we introduced the evening Executive Suite band for senior and middle management executives with a slew of new shows. Storyboard is the latest in the line-up and there are more such interesting shows in the pipeline."

According to Chawla, Storyboard’s primary focus is to explore what goes on in the advertising world - the latest campaigns, advertising pitches, wins and losses, analyse strategies, delve into issues that concern and influence consumers.

With the launch of Storyboard, the number of India-centric programmes on the channel goes up to 21.

Chawla said at present CNBC India had 10 hours of India-centric programmes on air which would go up to an optimum of 10-and-a-half-hours, not more.