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FIELDSPORTS CHANNEL

SINCE 2009

INVESTMENT

DECK

Fieldsports Channel plc Investment Deck 1


FIELDSPORTS CHANNEL’S AIM

Fieldsports Channel is the biggest hunting/shooting TV show in Europe*.

Fieldsports Channel can grow bigger. Sponsors from the hunting and shooting industry around the world pay £250,000
a year** for Fieldsports Channel to produce films promoting their products in one weekly and several monthly TV
shows. These shows include Fieldsports Britain (weekly, general hunting and shooting), AirHeads (occasional, airguns),
Fishing Britain (occasional, angling), Claysports (occasional, clay shooting).

With extra production and sales staff, Fieldsports Channel can move into new specialist consumer markets, find new TV
advertisers and launch new TV shows.

WHAT FIELDSPORTS CHANNEL IS LOOKING FOR

£300,000 for 10% equity share to help us launch, market and develop new programming in areas as diverse as falconry,
ferreting and foxhunting – wonderfully televisual subjects that are not currently covered by professional TV networks.

SEIS Investment

The investment deck outlines the Fieldsports Channel idea.

* SocialBlade.com, reported by Fieldsports Channel


** Fieldsports Television Ltd accounts, 2012-2016

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HUNTING AND SHOOTING SPORTS ARE HUGELY POPULAR

THERE ARE 24 MILLION* SPORT HUNTERS IN THE WESTERN WORLD

FIELDSPORTS CHANNEL IS A TV CHANNEL RUN BY MEDIA PROFESSIONALS PRODUCING


HIGH QUALITY TV FOR THE WORLD’S HUNTERS, SHOOTERS AND FISHERS. ITS FILMS
ARE USED BY TV NETWORKS ALL OVER THE WORLD, AND WATCHED BY
MILLIONS ONLINE

* Fieldsports Channel global hunting survey


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FIELDSPORTS CHANNEL PROGRAMMES

Fieldsports Channel reaches 9m individual people via YouTube, according to Google.

Fieldsports Britain is Fieldsports Channel’s flagship show. Released 7pm UK time every Wednesday, it
is approaching its 500th episode. Among shooters/hunters, it has made household names of Andy Crow
and Roy Lupton. It covers sports from foxhunting to Olympic shooting disciplines. A magazine show, it
consists of up to seven individual items, linked by host Charlie Jacoby. Guest hosts in the past include
Hollywood actor and former footballer Vinnie Jones, and British TV personalities Phil Spencer and
Adam Henson. Sponsors usually agree a series of films over a period of a year, and pay a monthly fee to
cover production and audience costs.

AirHeads is Fieldsports Channel’s airgun show. Airgunning is a popular sport on YouTube. Covering sub-
jects from pest control to airgun target disciplines such as HFT and target sprint, AirHeads consists of
up to four items linked by a host. It will be part of the new salesperson’s role to re-engage with airgun
advertisers.

Claysports covers the sport of clayshooting in the UK and abroad. It consists of three or four items and
usually leads on a major clayshooting competition. With competitions often ending on Sundays, Clay-
sports comes out two days later on Tuesday. like AirHeads, it will be part of the new salesperson’s role
to re-engage with clayshooting advertisers.

Fishing Britain covers all kind of angling sports, including carp, predator and other coarse angling, sea
fishing from boat and shore, and various kinds of flyfishing. The aim of the show is to open doors from
one angling discpline to another. Hosted by Hywel Jones and Martin Salter, it attracted sponsorship
from two major angling companies in its first year. The new salesperson and creative’s role will include
rebooting the show.

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RIDE ON THE BACK OF AN EAGLE

Fieldsports Channel’s falconry films, with cameras mounted on the backs of golden eagles, take hunting cinematography
to new heights. Its falconry films have attracted up to 7m views each.

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CONSUMER ENVIRONMENT

Online TV audience: growing


online TV viewership overtakes inline TV in 2018

YouTube audience: growing


the platform hits 1.8bn logged-in viewers per month

Interest in hunting/shooting sports: growing


UK firearms up 4% 2016-2017
US hunting licenses up every year 2014-2017

Magazine circulations: falling


-6% in the UK 2017-2018

Satellite/cable viewership: falling


-11% for Sky in the UK 2017-2018

The time is right to move the existing hunting TV and


magazine advertising market to online TV

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PROJECTIONS

Investment in Fieldsports Channel plc will allow the hire of one sales post and one creative post to expand the subject
base of Fieldsports Channel films.

In future years (three years), Fieldsports Channel plans to do the same to expand the geographical base of its films.

It already produces series include Fieldsports Africa, Fieldsports Ireland, Swedish language Fieldsports Nordic and
Mandarin language 獵奇

Further down the line still (five years), Fieldsports Channel plans to move from specialist consumer broadcasting to
mainstream lifestyle broadcasting.

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WHAT INVESTMENT IS FIELDSPORTS CHANNEL MAKING?

The viewers of Fieldsports Channel have already invested £50,000 in Fieldsports Channel plc.

Charlie Jacoby of Fieldsports


Channel (left) and an investor
in Fieldsports Channel plc

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CURRENT BUSINESS TRACTION B2C

165,000 subscribers
50,000followers
19,000 followers

10,000
monthly unique users
7,000
followers
130,000 subscribers

EST 2009

FIELDSPORTS

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CURRENT BUSINESS TRACTION B2B

Existing client examples Future clients

Optics companies

Clothing companies

Shotgun companies

Rifle companies

Ammunition companies

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MEDIA RELATIONS

Fieldsports Channel maintains excellent relations with other


media, from print through broadcast, and even other media
in its own market. Here Fieldsports Channel joins forces
with The Sunday Times newspaper to take a cheetah to
hunt rabbits in Essex

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TIMELINE AND STRATEGY

2018 2019 2020


Already achieved Key shows to attend: Key shows to attend:

Concept proven ShotShow and IWA ShotShow and IWA

Website live New programmes launched Existing client relationships

Audience built Client relationships consolidated enhanced

Social media underway New client relationships formed

Key partnerships/media New programmes reviewed

established Commence work on expansion of


programming into new geographies

From September

New staff in place

New programme pilots filmed and


marketing materials produced

Selling commences

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THE COMPETITION

So far, there is none. All specialist consumer shows in Field-


sports Channel’s marketplace are following the ‘brand
ambassador’ principle of having exclusive relationships with
non-competing sponsors.

Fieldsports Channel produces the only hunting/shooting


show on YouTube to have multiple relationships with
competing sponsors. It is the weekly hunting magazine
made into video.

While existing TV and magazine outlets are seeing viewer-


ships/cirulations and revenues fall away, Fieldsports
Channel’s viewership and revenue are increasing.

For an existing TV netowrk or hunting magazine brand


to reach Fieldsports Channel’s level of viewership would
require an estimated investment of £6 million - £9 million,
based on current online advertising costs and sell-throughs.

David Wright of Fieldsports Channel (right)


filming a Fieldsports Channel client
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WHAT ABOUT THE ANTI HUNTERS?

Animal rights activists help keep hunting and shooting an agenda item in nationals news. Hunting and shooting stay
relevant thanks to anti hunters. Attacks by animal rights groups give hunters a strong sense of community and identity.
It does not stop them hunting.

The answer to the debate lies in education, which online TV is uniquely placed to deliver.

In Africa, there are two kinds of countries: wildlife winners and wildlife losers.

Wildlife winner: South Africa has lots of wildlife and it Wildlife loser: Botswana has little wildlife because it has
encourages hunting banned hunting

Click here for more on this story.

CAN THE WESTERN WORLD LEGISLATE AGAINST 24 MILLION HUNTERS?

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EXIT

When Fieldsports Channel started in 2009, its obvious buyers were the specialist consumer magazine companies in its
market: TimeInc, Archant Specialist and Blaze Publishing. Since then, Blaze Publishing has sold its assets and gone into
administration, and TimeInc has reportedly sold twice. None of them are in the market to buy Fieldsports Channel.

The future currently lies in Fieldsports Channel’s advertiser base. As manufacturers in specialist consumer areas
consolidate supply chains from factory to the consumer, they will look at acquiring all elements of that supply chain.
It is already happening as global manufacturers acquire or choose to set up OEM national distributors. The internet
is allowing them to own the retail element of the supply chain. The next step, perhaps three-five years from now, is to
acquire the marketing functions, and own their own audiences.

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THE TEAM

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WHO MANAGES FIELDSPORTS CHANNEL?

Fieldsports Channel has a salaried staff of three, a freelance staff of seven and another dozen regular contributors to
its programmes.
Charlie Jacoby, based Somerset, UK, has a background as a shooting magazine editor and broadcaster for the last 30
years. He worked for specialist consumer magazine publisher IPC Media (now TimeInc) for Shooting Times and in its
special projects departments. He was launch editor for Sporting Shooter magazine, which sold to Archant Specialist, and
Sporting Rifle, which sold to Future Publishing. He works for TV networks including the BBC and CNN. Book credits in-
clude In Search of Will Carling for Simon & Schuster. +447850195353 charlie@fieldsportschannel.tv
David Wright, based Kent, UK, was an ITV news producer before he and Charlie set up Fieldsports Channel and
launched the first Fieldsports Britain on the Glorious Twelfth, August 2009. Trained as a news journalist by the BBC, he
joined ITV as a video journalist in 2000. +447825388136 david@fieldsportschannel.tv
Commercial director James Westbrook’s background is 16 years in shooting magazine advertising sales. For ten
years, he managed Archant Specialist shooting titles, joining Fieldsports Channel in 2012. He is based Cambridge, UK.
+447718126762 james@fieldsportschannel.tv

Freelancers
Aaron Jones, based UK, is a cameraman, editor and graphics specialist aaron@fieldsportschannel.tv
Rich Leonard, based South Africa, produces Fieldsports Africa for Fieldsports Channel richard@fieldsportschannel.tv
Philip Zhang, based China, translates Fieldsports Channel’s content into Mandarin and runs its channel on Youku, 獵奇
philip@fieldsportschannel.tv
Meredyth Grant, based UK and Kenya, former MoD TV news liaison Gulf War II, coordinates social media
meredyth@fieldsportschannel.tv
Nicky Sadler, based UK, catalogues Fieldsports Channel’s films by subject on its website and on YouTube
Jens-Ulrik Høgh, based Sweden, is developing Fieldsports Channel’s Fieldsports Nordic programmes
Jason Doyle, based Ireland, is developing Fieldsports Channel’s Fieldsports Ireland programmes
jason@fieldsportschannel.tv
Theresa de Salis, based UK, is a trained bookkeeper who looks after Fieldsports Channel’s accounts and manages the
online shop theresa@fieldsportschannel.tv
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THE BEST
HUNTING,
SHOOTING
& FISHING

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