Like That Fishing Rod? Click, It's Yours

Outdoor Show Will Let Viewers Buy What They See

By Published on .

NEW YORK (AdAge.com) -- When the outdoor-living show "Gander Mountain Lodge" debuts this September, viewers will be able -- with a click of their remotes -- to buy the fishing rods, sleeping bags, archery equipment and other outdoor products from Gander Mountain Company used on the show.
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"This showcases how retailers and media can work together to facilitate a transaction and a sale," said Marc Krigsman, president of Turner Media Group's Networks Group. "TV was created in the beginning to do one thing -- market products."

On-screen prompts
In each episode, iTV-enabled viewers will have the opportunity to purchase Gander Mountain products that are featured by hosts and professional hunting guides; those without the technology can order by phone or website. Turner Media will also initiate on-screen prompts that will appear across the Dish Network during Gander Mountain Lodge commercials to tune viewers on other channels into the show.

The hour-long program, which is Turner Media's first branded interactive series, will be shown on Men's Outdoor & Recreation (MOR), one of eight interactive TV channels under the Networks Group, and is available through the Dish Network as well as select regional cable TV systems, including Time Warner Cable and EchoStar. The show caters to outdoor-recreational enthusiasts.

More than 12.5 million MOR viewers currently are iTV-enabled through the Dish.

"[The show] is another means to get our brand into the hands of more consumers and in areas where we aren't reaching," said Rick Vazquez, exec VP-marketing and merchandise for the Gander Mountain Co. Through the series, the company will be promoting their "Guide Series" brand of outdoor products.

A first for network
The series, which has been in development for about a year, marks the first time the branded-entertainment network has allied with a sole brand, and other similar relationships are being considered.

Gander itself is no stranger to product placement. The company sponsors "We Live Outdoors Television," a weekly series on the Outdoor Life Network that features the company's products, but isn't transactional the way the MOR show will be.
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