TV networks are offering more hours of original content aimed at outdoor sports enthusiasts, with a special emphasis on high-def. Among them, Outdoor Channel is the most established and The
Sportsman Channel has created the most buzz in the last 18 months with an aggressive campaign to transform itself.
Sportsman's parent InterMedia Outdoors bought Primedia's outdoors
magazines last year and is trying to integrate the two media to hook a bigger audience. "Because of our magazines, we can be faster to identify under-served microniches and we have a pre-existing
market and easier branding," says Sportsman's president Willy Burkhardt. The network's reach has gone from 3 million homes last May to 16 million homes now.
Outdoor programming
looks better than ever -- with more shows shooting in high-def and a greater attention to editing and camera angles. Programmers are also focusing more attention on shows' narrative. "You want an
entertaining show that isn't just about harvesting an animal, it's about camaraderie or conservation," says an Outdoor Channel executive.
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