• by David Goetzl  @dgoetzl, January 14, 2009

The Outdoor Channel has inked a content-sharing relationship with a group of publications that includes the venerable Field & Stream. The deal includes co-development of an original series with branded integration for the magazine.

The deal with publisher Bonnier Corp. also brings a Field & Stream-sponsored outdoor skills competition to the network. Plus, the companies will exchange Web content, looking to upgrade the video on Bonnier sites and the editorial on OutdoorChannel.com.

The co-developed original series will air in 2010.

The Outdoor Channel has undergone a re-branding, including a new logo and redesigned Web site, and has attempted to upgrade its programming since the arrival of former ESPN executive Roger Werner as CEO. Bonnier also publishes the well-established Outdoor Life and some marine publications.

Tom Hornish, Outdoor Channel COO, said that "Field & Stream has been a cornerstone of the outdoor industry for over a century, and we look forward to working closely together."

The skills competition affiliated with Field & Stream, the Total Outdoorsman Challenge, has drawn sponsors such as Exxon, Toyota and Bass Pro Shops.

Nielsen estimates that the publicly traded Outdoor Channel parent is in some 30 million homes. The network posted solid ad growth in the third quarter, up 32% to $10.5 million.