SportsmanChannel Rolls Out New Branding Campaign 

New Berlin, WI - June 29, 2009 - SportsmanChannel officially unveils today a new and enhanced image designed to moreaccurately reflect the network's core brand: providing high quality hunting,shooting and fishing programming exclusively focused on the entertainment andinformation needs of the true "Sportsman". The new image captures thechannel's revitalized programming line-up and exciting new content development,which are part of parent company InterMedia Outdoors' (IMO's) ongoing strategyto establish Sportsman as the premiere television and digital company servingAmerican sportsmen.

The new image includes a dramatically different logo and channel bug, whichreplaces the red-boxed logo the company has had since its inception. The newlogo is a modern illustration of the channel's singular dedication to hunting,shooting and fishing enthusiasts through three "coins." These coinshave become the main feature of the new logo and on-air channel bug, eachrepresenting a different color and icon to give the viewer an immediate pointof reference and to consistently brand our core programming pillars of hunt,shoot and fish.

"These coins are the essence of the new look and feel of thenetwork," said Willy Burkhardt, president of Sportsman Channel andexecutive vice president at IMO. "We can animate them, stretch them into3-D, have them interact with the programming, you name it. We are building aviewer recognition platform around a simple shape that will yield, over time, astrong brand identification for Sportsman and our core programming offerings ofhunting, shooting and fishing."

Additionally, Sportsman has dropped "The" to become SportsmanChannel, with a graphical emphasis on "Sportsman" and the threecoins.

The enhanced branding elements are supported by the "You Know You're aSportsman" campaign, which is running across IMO's vast media outlets,including 15 market-leading magazines and websites, as well as consumer andtrade media.

"This was a natural progression for Sportsman Channel," saidInterMedia Outdoors President/CEO Jeff Paro. "Since acquiring Sportsman,IMO has pursued a well-defined, strategic plan designed to make us the numberone channel serving American sportsmen. This year, IMO has leveraged its vastresources to fuel Sportsman with more than 115 hours of fresh, cutting-edgeoriginal programming, as well as driving a collaborative approach to promotionand ad sales. Willy and his team have created a ton of traction and have begun toredefine the category. The new logo and branding elements are a celebration ofthis effort and of our commitment to sportsmen everywhere."

Sportsman began rolling out the new image and logo with a unique"teaser" strategy. Consumers were introduced to it weeks ago, even ifthey didn't realize it. Burkhardt's team leveraged the resources of IMO'smagazines and websites, along with the linear channel, to introduce consumersand viewers to the new logo gradually. The seven to 10-second"teaser" promos began June 8th, with a fresh teaser each week and thefull unveil today. Viewers began to react almost immediately by commenting onblogs, Facebook and Twitter about the changes afoot at Sportsman.

"We wanted to have some fun with this unveiling. The idea was to surprise,almost confuse viewers, but ultimately intrigue them, leading them to that'aha' moment when they realize the final result. It was quite an effortcoordinating all of the necessary resources, especially around the productionschedules of our print magazines, but the end result hopefully will be veryeffective and memorable," added Burkhardt.

The rollout elements included: on-air promotional "teases" thatgradually revealed the logo; staggered print image ads in IMO's market-leadingmagazines; an online companion campaign; and social media promotion - a firstfor the network - all leading ultimately to the full introduction of the newlogo, on-air bug and promotional graphics on June 29th.

Sportsman Channel is currently seen in more than 17 million homes, afterannouncing several distribution agreements during the past several quarters,including with DIRECTV and Bright House. The channel has grown its distributionby 600 percent since early in 2008, when IMO began to implement a new and aggressivegrowth strategy.

About Sportsman Channel: Launched in 2003, Sportsman Channel is the onlytelevision and digital company fully devoted to the more than 82 millionsportsmen in the United States, delivering 100 percent hunting, shooting andfishing programming 24 hours a day, 7 days a week. Acquired by InterMediaOutdoors Holdings in 2007, Sportsman Channel is now a part of the nation'slargest multimedia company targeted exclusively to serving the information andentertainment needs of outdoors enthusiasts. For more information, visit www.thesportsmanchannel.com

About InterMedia Outdoors, Inc.: InterMedia Outdoors is the largest mediacompany in the outdoor-enthusiast category, exclusively serving the informationand entertainment needs of outdoors enthusiasts, with the largest network ofwebsites dedicated to hunting, shooting and fishing; a portfolio of 15magazines including powerful brands such as Petersen's Hunting, North AmericanWhitetail, Guns&Ammo, In-Fisherman, Fly Fisherman, and Florida Sportsman;syndicated radio programming; 23 market-leading television productions, thelargest library of outdoors television programming, and Sportsman Channel, theonly television network 100% dedicated to hunting, shooting and fishing.

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