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AgDay, U.S. farm report on RFD-TV.

by the Agri Marketing Editors

It was a blockbuster when it was announced last month: Farm Journal Media's "AgDay" and "U.S. Farm Report" TV programs would be broadcast on the RFD-TV channel.

Because of deadline pressures when the announcement was made, we were only able to report the facts about it in the March issue of Agri Marketing magazine. However, the industry has been asking for more information about arrangements, so we are providing further details about it.

ABOUT THE PROGRAMS

"AgDay," the daily television news program, hosted by Scott Kinrade, launched weekdays beginning March 2 with back-to-back airings at 5:00 a.m. and 5:30 a.m. EST on the RFD-TV channel. The program will soon move to a later and permanent morning slot.

Beginning the weekend of March 7-8, "U.S. Farm Report" began airing on Saturday mornings at 10:00 a.m. (EST) and again Sundays at 4:00 p.m. On the air since 1976 and hosted by Illinois farmer and columnist John Phipps, "U.S. Farm Report" keeps a pulse on agriculture and agribusiness.

Both programs will continue to be broadcast on more than 130 TV stations coast-to-coast, and all editions are availabale online at www.adgady.com and www.usfarmreport.com.

"Today's television world is increasingly about making great programming available in as many places as possible," says Brian Conrady, Vice President and General Manager of Farm Journal Television. "This new relationship with RFD-TV completes our DBS coverage and adds cable to our broadcast syndication and Web outlets."

THE STRATEGY

"Our primary objective was simple," Conrady reports, "to make it easier than ever for loyal viewers to watch 'AgDay' and 'U.S. Farm Report.' When you combine RFD-TV with our existing national network and our online carriage, viewers now have three great ways to watch the programs."

No doubt, what's good for viewers is good for advertisers. "They will now have even greater access to a target rich audience that has made the programs appointment television," Conrady continues. "RFD-TV is a perfect fit for our programs, and our programs are a perfect fit for RFD-TV."

[ILLUSTRATION OMITTED]

RFD-TV's Head of Ag Sales Mike Hansen says, "Our goal has always been to provide our viewers with the best in rural programming. The growth of the number and quality of programs in all of our genres, agriculture, Rural Lifestyle, equine and entertainment, gives our audience an unequalled selection.

"No other network or television channel scratches the service when it comes to serving rural America; our Nielsen numbers show we are on the right track with over 11 million weekly adult viewers and ever increasing cable distribution."

RFD-TV's ag programming covers more aspects of agriculture than ever before. "Commodity Wrap," hosted by Mark Oppold, RFD-TV's Farm News Director recently debuted to excellent reactions from viewers, he reports.

Hansen says, "Other top programs on the channel's agriculture schedule include: 'This Week in Agribusiness" with Orion Samuelson and Max Armstrong; "Ag PHD'; 'Successful Farming" s Machinery Show'; 'Louisiana Ag'; 'Georgia Farm Monitor'; 'Farm Bureau Today'; 'Cattlemen to Cattlemen'; 'The Cattle Show'; "Superior Livestock'; and "RFD-TV" s Monday Night Live.'"

WHAT'S CHANGED?

"AgDay" and "U.S. Farm Report" remain the same, Conrady says. "Both have been on the air for more than a quarter century--the longest continually running agricultural TV programs--and will continue with the formulas that have served them well, including up-to-the-minute news, weather and market information along with a focus on the people and places that make rural America such an inviting place to live and explore.

"That said, we are making sure word of this launch is reaching all corners of farm country," Conrady reports. "An extensive promotion campaign is now underway utilizing all Farm Journal Media properties, including print, Web and newsletter.

THE FEEDBACK

"Anytime you make it easier for viewers to watch your programs, the feedback is extremely positive--and that's exactly what we've seen so far," Conrady concludes.

"On the day we launched, a viewer named James sent an e-mail that simply said, 'Welcome to RFD-TV! I am plum proud to see ya'll on there.'

"We couldn't agree more."

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Title Annotation:FOCUS ON: AG/RURAL BROADCASTING UPDATE
Publication:Agri Marketing
Date:Apr 1, 2009
Words:686
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