Bonnier Corporation and Outdoor Channel Expand Strategic "Total Outdoorsman Challenge" Partnership

Bonnier Corporation and Outdoor Channel Expand Strategic "Total Outdoorsman Challenge" Partnership

Reality Competition Series Secures Mobil 1, BassPro Shops, CMA Music Festival 2012, Magellan, Toyota, Yamaha ATV and More as Sponsors

Registration for Qualifying Events Opens Today

TEMECULA, Calif., April 2, 2012 /PRNewswire/ -- Bonnier Corporation, publisher of the world's most popular outdoor titles, including Field & Stream and Outdoor Life, and Outdoor Channel, America's Leader In Outdoor TV, today announced the expansion of their existing strategic partnership to deliver a unique outdoor entertainment experience to enthusiasts in the United States. "Field & Stream Total Outdoorsman Challenge," an original reality program developed through the partnership that follows the tough, competitive road to the crowning of the Total Outdoorsman champion, is expanding from a four-part special to 13 half-hour episodes appearing exclusively on Outdoor Channel in early October.

The concept for Total Outdoorsman Challenge derived from an article appearing in the June 2003 issue of Field & Stream outlining the 50 essential skills needed to master the outdoors. From the pages of the magazine, the Challenge was born into a local invitation-only event in Lynchburg, Tennessee where 10 outdoorsmen competed for $1,000 and bragging rights. Now in its ninth year as a nationwide event and fourth year appearing on Outdoor Channel, "Field & Stream Total Outdoorsman Challenge" has grown to become one of the most popular outdoor events in the country.

Under the terms of the partnership, Bonnier Corporation and Outdoor Channel - two of the top media brands in the outdoor industry - will apply the strengths of their respective television, print, digital and event marketing platforms to cross-promote the series to avid hunters, anglers, archers, off-roaders and beyond. Combined, the companies reach an audience of more than 57 million outdoor enthusiasts.

"In addition to providing quality, outdoor-focused entertainment in a manner that continues to lead outdoor media, Field & Stream's Total Outdoorsman Challenge shines a much needed spotlight on advances in the outdoor industry, the hometown heroes who make up the best sportsmen in the country, and the brands that best serve this demographic," said Eric Zinczenko, Vice President, Group Publisher of Bonnier's Outdoor Group. "We're thrilled to be partnering with Outdoor Channel as we bring viewers inside the intense competition to find the next Total Outdoorsman."

"Field & Stream Total Outdoorsman Challenge" is an ideal branded entertainment opportunity that reaches a highly-sought-after male demographic. Mobil 1 will serve as the title partner and BassPro Shops as the retail partner. Other major sponsors include: Big Cedar Lodge, BowTech, CMA Music Festival 2012, Dogwood Canyon, Magellan, Striker, Toyota, Tracker Boats and Yamaha ATV. Additional sponsors will be announced as they are confirmed. Deals with the abovementioned companies will include high-level brand sponsorship opportunities and branded entertainment integration across both the 2012 competition and the televised series.

"Outdoor Channel and Bonnier Corporation have a shared devotion in providing consumers with the knowledge, entertainment and inspiration needed to enjoy the outdoor lifestyle. This landmark partnership joins leaders in the space, and enables us to create a more dynamic program designed to bring enthusiasts closer to the action in a way that supports and benefits our sponsors," Jeff Schmal, Vice President, Marketing and Research, Outdoor Channel. "2012 will mark the fourth year that 'Field & Stream Total Outdoorsman Challenge' is appearing on our network. The show's growing success and recent accolades have spurred a new, extended season that will take an in-depth look at the personalities behind the ultimate outdoor competition."

Most recently, "Field & Stream Total Outdoorsman Challenge" became the recipient of two Telly Awards in the Programming category. Episode one of the 2011 four-part special garnered a silver (1st place) award for Editing and a bronze (2nd place) for Sports. The program previously received a silver sports programming honor in 2010. The Telly Awards is the premier award honoring outstanding local, regional, and cable TV programs and commercials, as well as the finest video and film productions, and work created for the Web. "Field & Stream Total Outdoorsman Challenge" is organized by Blue 3 Productions, Inc. and produced by Warren Miller Entertainment - a division of Bonnier Mountain Group, which is a part of Bonnier Corporation.

WANTED: All-around Outdoorsman
The Total Outdoorsman Challenge 2012 games will highlight the dramatic journey of outdoor enthusiasts from across the country battling for recognition as the nation's most all-around skilled outdoorsman. In the ultimate outdoor test of skill, nerve, might and agility, contestants will go head-to-head in multiple outdoor skill challenges: flyfishing, bass fishing, rifle, shotgun, endurance, archery and ATV handling, among others.

The road to the grand prize of more than $25,000 in cash and prizes, including a Yamaha ATV, a ready-to-fish Tracker boat and more, begins with four Qualifying events. Registration for the qualifying events is open and ends Sunday, April 22nd. There is no fee to apply. Sign up now!

DATE VENUE LOCATION TIME
---- ----- -------- ----
Saturday, Bass Pro Shops 18001 Bass Pro Drive Registration: 9:00 a.m. -12:00
May 5 p.m.
Independence, MO 64055 Competition: 9:00 a.m. - 4:00
p.m.
(Kansas City)
--- ------------
Saturday, Bass Pro Shops 5000 Bass Pro Blvd. Registration: 9:00 a.m. - 12:00
May 19 p.m.
Leeds, AL 35094 (Birmingham) Competition: 9:00 a.m. - 4:00
p.m.
--- --------------------------- ------------------------------
Saturday, Bass Pro Shops 2501 Bass Pro Drive Registration: 9:00 a.m. - 12:00
June 2 p.m.
Grapevine, TX 76051 Competition: 9:00 a.m. - 4:00
p.m.
(Dallas/Ft. Worth)
--- ------------------
Friday, 2012 CMA Music Nashville, TN Registration: 9:00 a.m. - 12:00
June 8 & Festival p.m.
Saturday, Competition: 9:00 a.m. - 4:00
June 9 p.m.
--------- -----------------------------
The top scorers nationwide will advance to the Championship round, where they'll compete for one of 14 spots in the Finals, which will be filmed for TV viewing on Outdoor Channel.

A Field & Stream cover story featuring three former Total Outdoorsmen is slated to appear in the May issue of the Bonnier-owned magazine.

About Field & Stream and Bonnier Corporation
Field & Stream®, The World's Leading Outdoor Magazine, is the world's largest and most recognized outdoor publication. Devoted to the complete outdoor experience and lifestyle, Field & Stream gives its readers the knowledge and inspiration to pursue the sports they love. It celebrates the outdoor experience with great stories, compelling photography, and sound advice, while honoring the traditions hunters and fishermen have passed down for generations. Established in 1895, Field & Stream is the country's largest-circulation special-interest magazine and is published 11 times per year by the Bonnier Corporation. The Bonnier Corp. (bonniercorp.com) is one of the largest consumer-publishing groups in the United States and is the leading media company serving passionate, highly engaged audiences with more than 40 special-interest magazines and with related multimedia projects and events.

About Outdoor Channel Holdings, Inc.
Outdoor Channel Holdings, Inc. (NASDAQ: OUTD) owns and operates Outdoor Channel, America's Leader In Outdoor TV, and Winnercomm Inc., an Emmy Award winning production and interactive company. Outdoor Channel offers programming that captures the excitement of hunting, fishing, shooting, off-road motorsports, adventure and the Western lifestyle and can be viewed on multiple platforms including high definition, video-on-demand, as well as on a dynamic broadband website. Winnercomm Inc. is one of America's leading and highest quality producers of live sporting events and sports series for cable and broadcast television. Outdoor Channel Holdings, Inc. also owns and operates the SkyCam and CableCam aerial camera systems which provide dramatic overhead camera angles for major sports events, including college and NFL football. For more information, please visit www.outdoorchannel.com.

SOURCE Outdoor Channel Holdings, Inc.

Outdoor Channel Holdings, Inc.

CONTACT: Field & Stream: Jocelyn Nubel, Alissa Neil PR, +1-646-495-4001, Jocelyn@alissaneilpr.com or Outdoor Channel: Nancy Zakhary, Brainerd Communicators, Inc., +1-212-986-6667, nancy@braincomm.com

Web Site: http://www.outdoorchannel.com

-------
Profile: intent