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Outdoor Channel and Bonnier Renew TV Deal for Field & Stream Shows
Bonnier Corp. and Outdoor Channel have renewed a multiyear strategic partnership that keeps the network the exclusive television home of Field & Stream’s Total Outdoorsman Challenge and Field & Stream’s The Gun Nuts Presented by Smith & Wesson.
This partnership covers a variety of platforms including programming, advertising, marketing and digital initiatives. Thanks to the combined strength of their television, print, online and event properties, Outdoor Channel and Bonnier will reach an audience of more than 57 million outdoor enthusiasts, allowing them to maintain their position as the premiere hub for outdoor-related content.
“Some of Outdoor Channel’s success can be credited to our partnerships with like-minded companies and organizations such as Bonnier, who share our love and passion for the great outdoors,” said Denise Conroy-Galley, senior vice president, marketing and research for Outdoor Channel.
Most notably, Field & Stream’s Total Outdoorsman Challenge, an original program developed through the partnership that follows the road to the crowning of the Total Outdoorsman, will air on the network for the third consecutive year. In addition, the two companies will once again collaborate to produce another season of Field & Stream’s The Gun Nuts Presented by Smith & Wesson, which premiered on Outdoor Channel in 2010. This one-of-a-kind series brings to life the highly successful “Gun Nuts” franchise website and publication feature, further demonstrating the power of the strategic partnership.
“The renewal of our strategic partnership with Outdoor Channel represents the collaboration of two leading companies in the outdoor industry. By combining the best assets of each company our goal is to provide outdoorsmen and women the most high-quality content products possible,” said Eric Zinczenko, vice president and group publisher of the Outdoor Group.
Both Outdoor Channel and Bonnier have developed strong digital platforms for their brands. Through the deal, Outdoor Channel will continue to syndicate a video player featuring programming highlights on both fieldandstream.com and outdoorlife.com. Likewise, Bonnier will provide editorial content to be featured on outdoorchannel.com. They will also join together on a variety of consumer direct-marketing campaigns and at various trade and consumer events throughout 2011. Outdoor Channel will undertake numerous advertising tactics in both Field & Stream and Outdoor Life, including traditional ads and advertorials, among others.