FishingDownunder by IC Creative Design

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Welcome to Fishing DownUnder (previously The Fishing DVD)

The way of the future... Fishing DownUnder is an exciting and innovative renovation to Australiaâ&#x20AC;&#x2122;s lineup of recreational angling media outlets. This series was the first and is still the best product of its kind in Australia, and fills a unique niche in what is a highly competitive market. Effectively a specialist magazine on DVD, and also available as digital downloads, Fishing DownUnder is currently produced four times each year, with an extensive national distribution network via newsagencies, tackle stores, direct sales, internet marketing and subscriptions. Overseas sales are also expanding dramatically! Total distribution of each volume exceeds 17,000 units in Australia alone, at a time when the circulation of traditional, printed fishing magazines is stagnating or in decline. Keeping pace with technology, Fishing DownUnder is also available online via downloadable video files - providing an ever increasing world-wide internet based market with instant gratification. Fishing DownUnder the series is also available through iTunes in the US, UK, Canada and Australia. Clearly, Fishing DownUnder represents the way of the future, particularly in an era when people are time-poor and less willing to read, yet still crave quality information and entertainment relating specifically to their hobbies and passions.

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What is Fishing DownUnder?

Exciting and innovative! Each two-hour volume of Fishing DownUnder contains five major segments or “feature stories” show-casing a wide range of popular fishing techniques and locations. The emphasis in these action-packed segments is on educating and informing, while also entertaining. However, unlike fishing shows on free-to-air and pay-TV, which need to satisfy a broad, general audience, Fishing DownUnder caters to a special-interest fishing clientele and can therefore afford to be much more targeted, hard-hitting and informative.

In addition to the major feature stories, each volume of Fishing DownUnder also contains “advertorials”, product profiles and tips, as well as information, links and contact details for fishing guides, charter operations, tackle shops, accommodation facilities and related services in the areas shown.

With two hours of quality content, Fishing DownUnder can be played from beginning to end, or particular segments may be selected and viewed separately, using the simple, on-screen menu. Fans of Fishing DownUnder often mention how much they enjoy being able to repeatedly view certain segments, or to pause, rewind and fast forward them in their quest for greater knowledge and a deeper understanding of any topic. It has become an invaluable reference library on their bookshelves.

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Where is Fishing DownUnder sold?

Newsagent’s, tackle stores, online... Fishing DownUnder is displayed on your local newsagent’s shelves, right alongside the existing glossy fishing publications, and at a similar price to these publications… Not surprisingly, it is already out-selling most of these traditional, print-based titles!

Fishing DownUnder is also retailed from counter displays in a rapidly-expanding number of tackle stores, bait shops, boat hire sheds and other outlets right across the nation. In addition, Offshore Productions sells Fishing DownUnder direct to customers via mail order, and maintains a fast-growing subscriber base, fed in large part from its popular website. In a high percentage of cases, first-time buyers of Fishing DownUnder are mail-ordering earlier volumes they missed to build a complete set, and are also subscribing for the coming year. Customer loyalty is strong, and continuing to grow.

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Who’s making Fishing DownUnder?

Ground breaking producer... Offshore Production’s Fishing DownUnder is the brainchild of renowned TV and video producer, John Haenke, who produced, directed, shot and edited the ground-breaking and award-winning “Wildfish” series; screened at prime time nationwide on SBS during the 1990s. Later, John was Director of Photography for four seasons of “Escape with ET”, aired on Channel 9 in a high-rating 5.00PM Saturday time slot.

During his extensive travels across Australia with these popular free-toair programs, John repeatedly heard the same lament from serious anglers: Mainstream TV fishing shows simply don’t give viewers enough solid information! Haenke decided to do something about this gap in the market. Along with his partner and sound engineer, Peta Walter Haenke, John has created Fishing DownUnder - an answer to recreational anglers’ prayers!

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Who’s watching Fishing DownUnder?

Serious spenders, that’s who! Results from our surveys indicate that the typical Fishing DownUnder purchaser is a male, aged 21 to 40 (44%) and 41 to 60 (43%), with an above-average income. Trailer boat and 4WD ownership levels amongst Fishing DownUnder purchasers are very high. Many survey respondents also indicated that they fished at least once every week, and frequently travelled — both within and beyond their home state or territory — in pursuit of their hobby.These people are serious spenders!

Even more importantly, our survey has revealed that an average of seven (7) people view each copy of Fishing DownUnder sold, and that many of these viewers watch it multiple times, often in its entirety! This translates into an actual audience well in excess of 100,000 people, and represents a demographic reach far beyond that of even the best-selling print magazines in this genre.

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Who’s in Fishing DownUnder?

It’s like a who’s who of the best ... The list of presenters and fish-catching talent featured on Fishing DownUnder reads like a who’s who of the best and most respected angling communicators in Australia today. This list is headed by the likes of Steve Starling, Peter Morse and Shannon Watson, but also includes talented newcomers such as Andrew Badullovich and Carl Jocumsen, as well as local experts, identities and gun anglers from the many areas visited.

All of these people share a deep passion for fishing, and the ability to communicate both their enthusiasm and their wealth of knowledge to the DVD’s viewers in an entertaining and accessible manner. No wonder Fishing DownUnder is constantly receiving positive feedback like this:

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Typical advertiser feedback

“It’s amazing!” Advertisers have been thrilled to receive clips of their product in action, often as part of their advertising package. These clips have been used on their websites, YouTube and have been gathering a storm on social media - maximising their products exposure.

From the Fishing DVD’s inception Daiwa has been an avid supporter. In a world of highly competitive advertising and visual media the Fishing DVD provides real world exposure for Daiwa’s extensive range of fishing gear which is not possible through any print media. Bradley Sissins - Marketing Manager, Daiwa Australia Pty Ltd

Yamaha Motor Australia is delighted to be involved with the Offshore Production Fishing DVD series. The Yamaha product is receiving excellent exposure and the support from the team at Offshore Productions is first class. Yamaha benefits greatly from being able to deliver product information over such a high quality and engaging medium. Grant Binskin - National Marketing Co-ordinator, Marine Products, Yamaha Motor Australia

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Typical viewer feedback

“Far better than a magazine...” “Having a DVD is far better than a magazine, as I can see the detail and the technique, and watch it over and over.” Andrew (Via Forum on website) “Really impressed with the DVD mag! Love how you give in-depth details about the actual rods & reels you are using… this is exactly what I am looking for! Great to learn about the different sizes and uses for reels, etc… Been waiting for something like you guys to happen & it is definitely worth the wait!” Carole (Via Forum on website) I really enjoyed this DVD and think that you have chosen a great way to differentiate from the mainstream. Your quality is UN questionable, the layout and topics are well presented. You have chosen great presenters that are easy to understand and the advertisements are worth watching to get more detailed an in depth information, even if the product isn’t on the wish list its enjoyable viewing. If nothing else is achieved from this email I am satisfied to have congratulated you on a top production and Idea. Cheers! Thank you for your consideration and for reading my mail, Stuart Hollingsworth “The new fishing video downloads are a great idea, now I keep them on my phone, watch them whenever I want and take them fishing with me for referral for when I get stuck!” J S, Geelong, Vic “Just love the idea of fishing DVD’s, makes you feel you are there fishing with them.” D L, Ardelthan, NSW “I absorbed more info than from a magazine. (Bloody Beauty, make more)” I P, Oak Flats, NSW “The Best fishing DVD’s we’ve ever seen, pure quality.” H E, Woonoona, NSW “I love the downloads. Great idea and very easy to use, well done!” P J, Sydney NSW

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