SOURCE: Men's Outdoors & Recreation Channel

July 11, 2007 12:28 ET

Men's Outdoors & Recreation Channel and Mathews Inc. Launch Block of TV Shows Dedicated to Archery and Hunting

Thursday Night's Four-Hour Sponsored TV Block Features Interactive TV Capabilities, Programming Interstitials and 30-Second Spots to Entertain and Transact With Outdoors Enthusiasts

DENVER, CO and SPARTA, WI--(Marketwire - July 11, 2007) - Men's Outdoors & Recreation Channel (MOR) and Mathews Inc., the premier U.S. bow manufacturer, announced today the launch of "Catch Us If You Can Thursdays, Sponsored by Mathews Solocam," a four-hour programming block targeted to hunting enthusiasts. The program launches during primetime this month on MOR, which is distributed to more than 33 million cable and satellite TV households nationwide.

Mathews signed a long-term deal to sponsor a programming block on MOR, giving the bow manufacturer powerful interactive TV (iTV) advertising tools delivered to viewers through a one-of-a-kind programming vehicle made available through MOR. During the block, Mathews will receive exposure throughout the night using 30-second TV spots, billboards, and interactive TV applications such as on-screen prompts (triggers) and TV microsites. By integrating Mathews-branded, two-minute interactive TV interstitials produced by MOR, Mathews will increase TV viewer participation compared to traditional advertising.

"We find that Men's Outdoors & Recreation Channel is an excellent way for us to more accurately track our TV advertising spending versus the traditional impressions method," said Joel Maxfield, vice president of Marketing for Mathews. "By adding the branded segments combined with iTV ad technology and block sponsorships, 'Catch Us If You Can' is an excellent four hours of TV that targets our desired audience while educating hunters on how to use Mathews products and other archery equipment."

During the four-hour block, viewers will enjoy the pursuit of prized hunting and fishing trophies during "Jon Brunson Outdoors;" travel around the world in search of big game with host and former Major League pitcher Kevin Gross in "Hunting with the Pro's;" experience the excitement of hunting through ground blinds in "Double Bull's Outdoor TV;" visit Texas antelope hunting and more in "The Fever;" witness down-the-arrow views of trophy game in "Relentless Pursuit" hosted by Tim Wells; get bow tuning tips from hosts Larry Woodward and Bob Richardson while watching non-stop, cross-country hunting in "Scentblocker's Just Hunt;" and experience the outdoor exhilaration and nationally respected expertise of Pat Reeve in "Driven 24/7" and Heath Painter in "Game & Gear."

MOR delivers 24 hours of popular outdoor and sporting enthusiast programs while broadcasting more than 2,800 hours and 100 unique programs of outdoors programming per month. While MOR broadcasts original shows about hunting, fishing, ATVs, four-wheeling, boating and other outdoors and recreational activities, it also provides transactional capabilities, engaging viewers through the remote control, 1-800 numbers, websites or TV interstitials. MOR is broadcast on DIRECTV and DISH Network satellite TV nationwide and on select regional Time Warner, Bright House and other cable providers.

"MOR is giving Mathews extraordinary branding capabilities during primetime outdoor programs as well as the ability to take advantage of advanced technologies like TV microsites, set-top box audience analysis, and requests for information," said Marc Krigsman, president of MOR. "We've experienced phenomenal success with programming blocks on MOR, and we've delivered advertisers a nearly 500-percent increase in requests for product brochures compared to using traditional programming."

"Through our powerful television networks, Mathews is attracting nationwide viewers and receiving a more engaged and targeted audience than using traditional 30-second TV spots," added Gary Turner, CEO and chairman of The Media Group, parent company of MOR. "No other archery company will have the ability to brand like this on network TV."

About Mathews Inc.

Since its inception in 1992 with the creation of Single Cam technology, Mathews Inc. has been responsible for a multitude of archery innovations that have not only enhanced performance by quantum leaps but have also reduced complexity. Mathews has become the standard by which all other bows are judged, including innovations like Single Cam bow technology, the Perimeter-Weighted Cam, Harmonic Damping, Inline Grip, Even-More Parallel Limb Design, High Performance Cam, V-LOCK Limb Cup System, SE3 Composite Slim-Limb, Sphere-Lock Pivoting Limb Lock System and The New Limb Turret. Visit www.mathewsinc.com.

About MOR and The Media Group

The Media Group (TMG), formerly known as Turner Media Group, provides interactive TV advertising, direct response programming and transactional TV networks. TMG owns and operates eight transactional networks: Men's Outdoors & Recreation, Beauty & Fashion Channel, Resort and Residence, Healthy Living Channel, The Men's Channel, iDrive, America's Preview Channel and iShop TV. Comprised of three divisions -- The Ad Group, The Networks Group, and The iTV Group -- TMG reaches an aggregate of more than 100 million homes nationwide through cable and satellite TV. Visit www.themediagroup.com, www.watchmor.com.

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