InterMedia Outdoors (IMO) and Trout Unlimited (TU) have signed a long-term cooperative agreement reaching across both organizations' media platforms. As part of the deal, IMO's Sportsman Channel will become the exclusive home to TU's On The Rise beginning the second quarter of 2010. Production of new episodes begins later this summer.
The agreement also calls for a dynamic level of cooperation between the two partners in the development of a new digital platform for Trout Unlimited, which will include content and technology sharing, as well as cross-promotion and marketing of TU's website. Overall, the newly-minted partnership includes an integrated marketing campaign involving advertising in a selection of IMO's portfolio of magazines and websites, including industry-leader Fly Fisherman, as well as public service announcements on Sportsman Channel to give further exposure to Trout Unlimited and its core mission of conserving, protecting and restoring North America's trout and salmon fisheries and their watersheds.
“InterMedia Outdoors is extremely excited about this broad-based, multimedia partnership with Trout Unlimited,” said Jeff Paro, InterMedia Outdoors CEO. “IMO's franchises have a long history of driving ground support for critical conservation initiatives, and this partnership allows us to more aggressively engage our wide audiences to support TU and its mission.”
“Trout Unlimited's partnership with Intermedia provides an exciting opportunity to communicate with millions of sportsmen on the web, on TV and in print,” said Chris Wood, Trout Unlimited's Chief Operating Officer. “TU is proud to be affiliated with such a leader in the multimedia industry.”
“As a long time supporter of Trout Unlimited and their critical mission, and having worked for more than a decade with the dedicated staff and volunteers of TU, we are thrilled to see our long-standing relationship deepen in the name of protecting our coldwater fisheries,” said John Barrett, president of IMO's Barrett Productions.
Trout Unlimited programming has been produced for more than a decade by IMO subsidiary Barrett Productions and has aired on ESPN, Versus and the Outdoor Channel over that time. The new agreement will include shared content such as conservation news and developments, stories, fly-tying recipes, and attribution for both companies.
Trout Unlimited is a private, nonprofit organization with more than 140,000 members who are dedicated to conserving, protecting and restoring North America's trout and salmon fisheries and their watersheds. In 2009 it celebrates 50 years of coldwater conservation.
