SOURCE: DAVE.TV

April 04, 2007 13:10 ET

First Fly-Fishing Video Social Community Site, HOOK.tv, Launches Along With TV Series Aiming for 18 Million Fly-Fishing Aficionados

Powered by DAVE Networks, Video Social Community Site and TV Series to Reel in Fishing and Outdoors Fans, Creating Niche Opportunity for Distributors and Advertisers Alike

LOS ANGELES, CA -- (MARKET WIRE) -- April 4, 2007 -- Castle Creek Productions, in a joint venture with DAVE Networks, announced today the launch of HOOK.tv™, an entirely new broadband TV channel and social community site devoted to the sport of fly-fishing. HOOK.tv is powered by DAVE Networks, the developer of the S.O.C.I.A.L. platform which powers broadband video social communities around brands. In conjunction with the launch of the HOOK.tv site, Castle Creek Productions is also launching its first TV series, "HOOK.tv Adventure Guides" sponsored by Suzuki ATVs, airing on VERSUS for the first time on April 7. The series is the first of many original HOOK.tv-branded entertainment properties to be launched on cable and satellite networks that will cross promote the HOOK.tv platform.

HOOK.tv founder and CEO John Dietsch, known in the film industry for masterminding the fly-fishing scenes in Robert Redford's film, "A River Runs Through It," is also the executive producer of Castle Creek Productions, a production house with a track record of producing over 300 projects, TV episodes, and multimedia segments focused on lifestyle and adventure travel. Castle Creek will serve as HOOK.tv's production arm in the creation of content designed to air on both HOOK.tv and on cable television networks. Dietsch notes, "As a boutique production company, we saw an incredible opportunity in using a digital platform as a means of creating and distributing drilled-down content. The idea is to create a community for micro-niche fishing and outdoor sports aficionados. Fly-fishing for me is a religion and a way of life. It was a natural choice to start with this demographic."

In its first joint venture, DAVE Networks is working with HOOK.tv to create a multi-channel player that will support three key areas including fly-fishing, bass fishing and saltwater fishing. The platform will eventually target broader outdoor sports and adventure travel as well. In addition to HOOK.tv original series programming, visitors to the site will have access to over 200 hours of professionally produced fly-fishing content. Users can also upload their own content, create their own channels, and win prizes through e-tournaments. CEO of DAVE Networks, Rex Wong, adds, "It's exciting to think of the average user having the ability to choose their own fishing experiences on HOOK.tv, and tailor the site to their needs. Whether they're simply a fan of the sport, or a guide who wants to upload video condition reports for their area, or even a more enterprising individual interested in creating their own channel for syndication, the possibilities are endless."

Cable television network VERSUS is working with HOOK.tv to create synergies in the online media world of fishing. HOOK.tv's first original series "HOOK.tv Adventure Guides," will premiere new episodes on Saturdays at 1:00pm EDT on VERSUS, beginning April 7, with reruns the following Thursday at 11:30am EDT. "HOOK.tv Adventure Guides" is a series that delves into the lives of some of the world's most charismatic and devoted fly-fishing guides, offering a comprehensive, behind-the-scenes glimpse into a world most anglers only dream of. The series also serves as a cross-promotional tool for the HOOK.tv website.

Advertisers too have seen the opportunities in this new affinity-based digital media environment, and already SUZUKI is on board as a title sponsor for "HOOK.tv Adventure Guides," as well as significant portions of the HOOK.tv platform. "Suzuki saw an opportunity to focus its ATV sales in the area of fly fishing and fishing in general and the HOOK.tv platform and TV series gives us a desirable targeted demographic. Suzuki also wanted to have a presence in the online video marketplace," says Steve Bortolamedi, Advertising Manager at American Suzuki Motor Corporation Motorcycle and ATV Operations. VERSUS and several endemic fly-fishing brands will also advertise on the platform. Other advertisers are slated to be announced next week. Dietsch points out that there are still partnerships available for forward-thinking brands who want gain a foothold in this exciting micro-niche play targeted to young affluent males. "With the advent of digital distribution over the Internet, mobile phones, cable VOD and PDAs, what we have to realize is that there is no longer a gatekeeper. The large networks are seeing the synergies that can be created with a boutique start-up like HOOK.tv in this new online media world. Whereas the television networks are starting at 30,000 feet above the ground, a niche play like HOOK.tv has the advantage of starting from the ground up. And as such, there is a lot of room for growth and cooperation."

About HOOK.tv™

HOOK.tv is the premier online multi-channel TV portal, social networking and e-commerce destination devoted solely to anglers and the outdoors lifestyles associated with fly fishing, bass fishing, saltwater angling, and other outdoor sports. HOOK.tv provides 24/7 programming and an on-demand search engine to access the best in fishing video content, from user generated camcorders, to the world's finest films and HD videos. Our Community section provides a unique area for anglers, pros, and guides to share information, text, photos and videos of their favorite catch... and release! The HOOK.tv platform is also dedicated to the practice of catch and release in fresh water, responsible harvesting of the seas and the conservation of the world's oceans, rivers, lakes and streams for generations of anglers to come. Welcome to HOOK.tv where Fishing Is Religion™! Visit www.hook.tv beginning April 7th.

About DAVE Networks, Inc.

DAVE Networks, Inc. is the first provider of an integrated video distribution and social community platform designed to ignite brands. Powered by its revolutionary P2P grid-based content delivery network (CDN), DAVE Network's solutions represent a radical paradigm shift from the current "one-to-many" distribution model to a model of "many-to-many more" distribution. Founded in 2003, DAVE Networks has built a robust set of software features that empower brands to build digital ecosystems while embracing online social communities. S.O.C.I.A.L. is the first platform to enable both big, enterprise brands, as well as emerging brands and affinity groups, to fortify online brand impact on what we call the "New Web" - the social Web. For more information, please visit www.davenw.com.

About VERSUS

VERSUS (VERSUS.com) celebrates real competition in all its forms. The network is the national cable home of the National Hockey League (NHL) and the Stanley Cup Playoffs as well as best-in-class events like The Tour de France, the America's Cup, the Dakar Rally, the Professional Bull Riders (PBR), Professional Boxing, the Boston Marathon and Davis Cup. Now in more than 70 million homes, the network features the best field sports programming on television and is a destination for sports fans, athletes and sportsmen to find exclusive, competitive events that audiences can't find elsewhere. The network offers unique, competition-themed original programming and is the exclusive home of Survivor in syndication. VERSUS, a wholly owned company of Comcast Corporation (NASDAQ: CMCSA) (NASDAQ: CMCSK), is distributed via cable systems and satellite operators throughout the United States.

Contact Information

  • DAVE Networks Media Contact:
    Elina Heng
    Terpin Communications
    (310) 821-6100 x108
    Email Contact

    HOOK.tv Media Contact:
    Grant Adam
    HOOK.tv
    (310) 979-7170
    Email Contact