Hunting show stars set sights on Canada
Television Extreme Outer Limits finds fertile market, strong viewership in United States neighbor to the north
Extreme Outer Limits, the long-range, high-tech hunting show hosted, owned, produced by and starring local residents Bob and Chris Beck, is now in its fifth season and has seen strong growth since expanding its audience to Canadian viewers last year.
Domestically, the show is currently broadcast three days a week, 52 weeks a year, on the Sportsman Channel. But since 2012, it has also been broadcast on Wild TV, a network featuring hunting and fishing programs in Canada, and it is now being broadcast five days a week there.
Canadian viewership for Extreme Outer Limits has grown fast, according to Bob Beck. The show is being seen in an average of 18 million households annually in Canada, as compared to 32 million in the United States. The show has been so successful there that it convinced the Becks to expand their Extreme Store, an ecommerce venture closely affiliated with the show, to serve Canucks.
One year of market research led us to believe we needed to have the store up there, Bob Beck said.
The Becks have contracted with a business partner in Alberta and acquired a warehouse in the country in order to facilitate the expansion.
Bob Beck said the hunting market in Canada is far more favorable to rifle-centered shows like Extreme Outer Limits than it is in the United States. Whereas, in the United States, about 80 percent of hunting shows on The Sportman Channel feature bow hunting rather than rifles, Beck said the ratio is almost exactly the opposite in Canada.
The Canadian economy appears to be in better shape, too.
Basically, in a lot of ways, it looks like were still recessed here, Beck said. But in Canada, all the indications we have are that theyre not recessed.
The Extreme Store, www.extremestore.us, features the same outfitters and equipment that the Becks use in their television program. Unlike in the network TV model, the Becks actually pay their broadcasters for air time, and make up the difference by partnering with sponsors. The sponsors get a built-in, dedicated audience to market their products to, while the viewers get to see the products in action in real-life situations.
The store started in June 2011, but only expanded to Canada last month. Its product line include Nightforce Optics, McMillan rifles and stocks, ammunition by Berger Bullets and Hunting Shack Munitions (HSM), Kershaw knives, Kings Camo apparel, Eberlestock, Kenetrek boots and Leica sport optics.