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The News Now update segments were discontinued as of early 2010.These bulletins were reintroduced in 2015 renamed CNBC News Update.However, around this time, FNN encountered serious financial difficulties.After a protracted bidding war with a Dow Jones-Westinghouse Broadcasting consortium (the former's assets would be used to build a rival channel almost two decades later), With the full name "Consumer News and Business Channel" dropped, the network's daytime business programming was branded "CNBC/FNN Daytime," although this was phased out by 1992.

Continuing its focus on documentaries focusing on business, CNBC marketed Smart as "the place where the who's who comes to learn the what's what." Hoping to attract a more mainstream audience, the Prime block introduced business-themed reality series to the lineup with the series premieres of The Car Chasers and Treasure Detectives.Under Rogers' leadership, CNBC began to grow during the 1990s, launching Asian and European versions of the channel in 19 respectively.In 1997, CNBC formed a strategic alliance with Dow Jones, including content sharing with Dow Jones Newswires and The Wall Street Journal and the rebranding of the channel as "a service of NBC and Dow Jones". Today, CNBC provides business news programming from 4 a.m.The channel has at times rebroadcast several NBC programs, including Late Night with Conan O'Brien, Deal or No Deal, The Apprentice, The Apprentice: Martha Stewart, and 1 vs. CNBC has occasionally served as an overflow outlet for NBC Sports programming; beginning in 2000, CNBC has carried portions of NBC's coverage of the Olympic Games outside of business day hours.The frequent delegation of curling coverage to CNBC during the 2010 Winter Olympics helped the sport gain a cult following among the business community.

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