TruTV Buys 'Hardcore Pawn' Again

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For TruTV its Detroit pawn city again.
The network has ordered an eight-episode second season of Hardcore Pawn from Zodiak USA. The new season of the reality series is scheduled to begin next month.
The Aug. 16 premiere of Hardcore Pawn was TruTV's biggest series launch ever, with 2.1 million viewers, a total that included more than 1 million persons 18 to 49 and 602,000 guys 18 to 49, according to Nielsen data. The series' rookie campaign averaged 1.8 million viewers, including 1 million persons 18 to 49 and 546,000 males 18 to 49.

Hardcore Pawn takes viewers behind the scenes at American Jewelry and Loan, where customers bring in everything from alligators to prosthetic limbs. Each pawn ticket has a story, and there are more than 45,000 stories in the warehouse to tell. At the center of American Jewelry and Loan are owner Les Gold and his staff, including his son, Seth, and his trusted manager, Rich. As each episode of this fascinating series reveals, haggling over a price can quickly escalate into an all-out conflict.
"This summer, TruTV viewers fell in love with Hardcore Pawn, from the Gold family and their staff to the incredible array of customers who come through the doors of American Jewelry and Loan," said Marc Juris, executive vice president and general manager of TruTV in announcing the second campaign. "We look forward to seeing what new surprises Hardcore Pawn has in store."

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