Outdoor Sports Video Is Much in Demand

VOD Content Plays a Crucial Role in Luring Hunting, Fishing Aficionados

By Mike Reynolds -- Multichannel News, 10/24/2011 12:01:00 AM

Whether the content is national or local, or functions as sampling mechanism or marketing tool, videoon- demand content plays an integral role for networks targeting those who enjoy hunting, fishing and the great outdoors.

Versus, Comcast’s national sports cable channel, which will be rechristened the NBC Sports Network on Jan. 2, will continue to maintain its schedule of field sports when the changeover occurs.

“We have a continuing dedication to bring our viewers the best programming in outdoor television,” Jeff Macaluso, director, field sports and new media, programming and production, said. “Field sports is important to the network and as we transition into the NBC Sports Network, we will continue to add quality programs to the schedule.”

CATEGORY LEADERS

VOD will still be part of that mix, and with good reason: The outdoor sports category is by far Versus’s top platform performer, accounting for 73% of views. That performance has been attained even though the network makes National Hockey League, bull riding, mixed martial arts, Tour de France cycling and auto and horse racing content available.

Sportsman Channel, which provides VOD content to a number of cable operators, began supplying DirecTV Cinema with an array of content, including platform exclusive product, in August. (For more with Sportsman CEO Gavin Harvey, see Viewpoint.)

Refreshed every two weeks, Sportsman’s VOD offering comprises seasonal and regional content consisting of short-form and long-form content from the linear channel, plus original productions.

The network has also pushed its toe in the local VOD-content waters. For example, it recently released “Fishing with the Falcons,” an exclusive segment with the National Football League’s Atlanta Falcons paying tribute to America’s wounded military, for Comcast’s Xfinity on Demand in that market.

Outdoor Channel also ramped up its national VOD reach this spring through an agreement to supply content to DirecTV Cinema on channel 1606. In September, Outdoor began supplying hunting, fishing and other adventure fare to Verizon Wireless customers. Full episodes from the following series are available on Verizon Video: Hunt Masters, Jim Shockey’s Hunting Adventures, Jim Zumbo Outdoors, Primos Truth About Hunting, Shooting Gallery, Shooting USA, The Crush with Lee & Tiffany and Ultimate Match Fishing: All-Stars.

All told, Outdoor said it averages 20 hours of VOD fare each month, which is 100% refreshed with the change of the calendar.

“Video-on-demand represents an extension of our broader Outdoor Channel brand strategy — one that includes OutdoorChannel.com and the Outdoor Channel App, which allow us to deliver a rich, multiscreen experience to our valued audience, whether they’re on the go or in the field,” Randy Brown, the network’s executive vice president of affiliate sales and marketing, said.

“While Outdoor Channel’s Nielsen-rated linear network remains the core business focus, we look to on-demand to not only drive greater access to our extensive lineup, but also to share a compelling programming sampling with viewers that creates a pathway back to the linear network.”

Sampling is a key VOD hook for World Fishing Network as well. “The platform gives subscribers an opportunity to see shows again, or sample them, if they don’t have DVRs and missed them,” WFN senior vice president of content distribution Sean Luxton said.

At the same time, WFN — which offers 10 hours of national VOD content each month, half of which is refreshed — is careful not to make too much product available on the platform. WFN VOD fare is available on Dish Network, as well as Dishonline.net. With Comcast, content has not yet been cast on linear TV, but rather on XfinityTV.com.

“Like Scripps, we’re looking to help build our brand through projects with strong associations to the host, so we mainly offer originals” like Getting School’d with JP DeRose and Reel Road Trip With Mark Melnyk, he said. “We want to give subscribers a taste, but not enough to sate them. We want them to watch the network.”

WFN is also keeping its line in the water for local VOD and potential distribution hits.

“We think there are opportunities for such programming, especially in areas where we do a lot of shooting,” Luxton said, noting his network isn’t on a highly-distributed tier. “[WFN wants] to raise awareness and help affiliates market their sports tiers. We think local VOD is a way to help drive attention to these packages.”

To that end, Luxton believes WFN ambassadors, locals who blog about where the fish are biting and on what, can raise the network’s profile alongside their own, via area associations.

Similarly, Luxton said WFN is talking to Time Warner Cable and Charter about a spade fishing segment that was re-edited from footage shot off the coast of South Carolina.

“Every golfer aspires to play at Pebble Beach and all anglers want to bone fish in Costa Rica, but most of the time people play or fish locally within a couple of hours of where they live,” he said. “This is something people could watch and say: ‘Let’s go.’ ”

SOUGHT BY PROVIDERS

Outside Television is also looking to go with the sub-genre. Rob Faris, senior vice president of programming and production at active sports lifestyle proponent Outside Television, said VOD provides challenges, relative to cost, but could provide distribution opportunities and benefits.

“We’re cognizant as we go through new development to create specific content for VOD and TV Everywhere platforms. It’s certainly on our production checklist,” he said, noting VOD has come up in many of the distribution meetings Outside Television has held with prospective providers. “Local VOD is not on everyone’s agenda, but I think we’re better suited to do it than some other networks.”

Since Outside Television is a lifestyleoriented network, not focused on covering events or competitions per se, it wants to tell stories.

“I think we’re uniquely positioned to profile an athlete who lives [in a distributor’s service] area,” Faris explained. “Or we can take a deep look at some beautiful spot, or resort, which might not play so well in a national telecast.”

WHAT’S COMING UP ON OUTDOOR NETWORKS

A LOOK AT SOME UPCOMING SHOWS PROGRAMMERS IN THIS REPORT ARE HIGHLIGHTING:

OUTDOOR CHANNEL

◆ Ultimate Match Fishing Presented by Sta-Bill: This single-elimination tournament pits 12 pro bass anglers against each other — in the same boat. Tom Mann Jr., Brian Thrift, Bradley Roy and Scott Suggs are among those trying to hook the Ultimate Match Fishing crown and $50K.

◆ Hot Rods & Reels: In this special, (Nov. 19 and 26) NASCAR drivers Darrell Waltrip, Clint Bower, Ryan Newman, Dave Blaney, Richard Childress and 2010 Daytona 500 winner Jamie McMurray team with everyday anglers to net the biggest fish at charity tourneys.

OUTSIDE TELEVISION

◆ Outside Today: Hosts Ethan Zohn and Julia Dimon, along with the editors at Outside magazine, serve up a variety of features, interviews, weather conditions and equipment news with seven new onehour installments, beginning in November.

◆ Mountainfilm Festival in Telluride: Hosts Lynsey Dyer and David LaHuta provide access to festival directors and stars. The network will air 16 new 90-minute segments, featuring fi lms and interviews, in November.

SPORTSMAN CHANNEL

◆ Beau Knows Outdoors: Beau Turner, the son of CNN founder and philanthropist Ted Turner, hosts a program focusing not only on world-class hunting and fishing, but land conservation and management issues as he oversees Turner Enterprises’ more than 2 million acres.

◆ The Bear Whisperer: Three years in production, Blaine Anthony, starting in the spring season, takes viewers through an entire year of bear education, conservation and hunting, focusing on calling, spot and stalk among other techniques. The network has ordered 13 installments.

VERSUS

◆ City Limits Fishing: Professional angler Mike Iaconelli, who spends 200 days annually on the water for this series, faces a challenge. He must catch a limit of fish within a limited amount of time — entirely within the boundaries of some of the nation’s top cities.

◆ Gun It with Benny Spies: Where many genre shows follow hunts on elite ranches and preserves, Spies takes a different route, traveling the country in his 1973 Winnebago and hunting with friends, family, strangers and just about anyone who enjoys the outdoors.

WORLD FISHING NETWORK

◆ Hookin’ Up With Mariko Izumi: With her rod, reel and bikini, the host returns for her fourth campaign, starting with a three-part episode where she experiences what Alaska has to offer in the water — shrimping, crabbing, salmon fishing — and off-shore.

◆ Professional Tarpon Tournament Series: Hosted by Joe Mercurio, this competition series provides beautiful vistas where world-class fishermen get to showcase their talents in Boca Grande Pass.