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‘Rollin’ On TV’ Focus is on RVing Lifestyle

Jeff Johnston filming product assignment with Kellie Harms of Winnebago Industries Inc.

Jeff Johnston of "Rollin' On TV" filming product assignment with Kelli Harms of Winnebago Industries Inc.

If a broadcast empire can be established based on recreation vehicles, Jose ”Joe” Moniz may well be the guy to pull that off with his ”Rollin’ On TV.”

”My attitude is that you can go to any manufacturer’s site and look at pictures and get the information you want,” said Moniz, 66, executive producer of the cross-platform ”Rollin’ On TV” ”Our goal is to focus on the RVing lifestyle.”

Launched in April 2010, ”Rollin’ On TV” — available in 30 million homes — is telecast in nine states by the Cox Sports Network and about 30 other outlets on the Untamed Sports TV cable network. Five other states will be added in February when Cox Sports New England adds the program into its lineup.

”Rollin’ On TV,” which Moniz produces at his Mattapoisett, Mass., home office and nearby TV studio, also can be seen local broadcast stations in Oregon and Arizona. In the spring, it also will be broadcast by FOX28 in South Bend, Ind., which reaches into nearby Elkhart, Ind., the center of RV production in the U.S.

”We like to hit targeted markets where RVs are very popular,” Moniz said. ”And with these stations, they air you multiple times during the week. Right now, between the stations, we are telecast 11 times a week. If we get to 50 million or 60 million viewers, we will be fine.” ”

Besides TV, Moniz operates a website — rollinontv.com — to augment the telecast, and the program has a presence on Facebook and Twitter.

”From the beginning, it was cross-platform,” Moniz said. ”On TV we find we just can’t put everything in that we want. We tie TV and website together as an added bonus for our advertisers. If we do an entertaining show with enough information, our viewers will go to the website and watch the show again or look at what we’ve got posted.”

Rollin’ On TV” uses a broad brush to paint a picture of the many facets of the RV lifestyle.

”We haven’t restricted ourselves to specific content,” said Jeff Johnston, an Oregon-based freelancer who is associate producer and co-host. ”We look at destinations and new products, and we do road tests and highlight news about the RV industry that the viewer might find interesting.”

Rollin' On TV's Jeff Johnston (right) on assignment in the field.

Rollin' On TV's Jeff Johnston (right) on assignment in the field.

The website is an important aspect to the production, Johnston said. ”Just like a magazine can’t just be a magazine any more, ‘Rollin On’ takes a fully integrated approach,” Johnston said. ”It needs to be available on the Internet and mobile devices.”

Moniz also produces episodes at RV shows, including the Pennsylvania RV and Camping Show in Hershey, Pa., and will be at the Family Motor Coach Association Reunion and Motorhome Showcase in Perry, Ga., in March where ”Rollin’ On TV” will sponsor a cooking contest. The show also will be on hand at Affinity Group Inc.’s The Rally in July in Redmond, Ore.

Two programs in late January highlighted the 48th Annual National RV Trade Show in Louisville, Ky., late last fall while the website also carried news about the closing of manufacturer FTCA Inc., along with a recipe for Salmon chili, a feature on what dogs shouldn’t eat and a review of Old New Orleans Rum, a French Quarter distillery.

”Some shows we can film in one day,” Moniz said. ”Others shows, we may have to film for two or three days. Generally speaking, there are three segments in each show. We try to have a little bit of something for everybody.”

The program, operating with three employees and a small group of freelance videogaphers throughout the country, is produced in 28 one-minute segments that include two minutes of commercials. Primary advertisers are the medical flight service SkyMed and RV manufacturer Jayco Inc.

The shows are telecast weekly for 13 weeks and then rerun in sequence before beginning a second 13 weeks of programs, which also are rerun, so that it’s on cable or over-the-air TV stations all year.

Moniz formerly customized boats, planes and motorcycles, and in 1999 began producing ”Boating Today,” a program on the marine industry and lifestyle with a format similar to ”Rollin’ On TV.” He closed down the program in 2007 as the boating industry slumped on the eve of the Great Recession.

With the TV program and website well underway, Moniz in March will expand ”Rollin’ On TV’s presence with an hour-long RV-related radio program that will be broadcast live from a station in Fairhaven, Mass., and embedded for replay on the company’s website.

An online store to sell products highlighted during show segments also is in the planning stages.

The good news from Moniz perspective is that ”Rollin On RV” already is making money. ”We broke even already at the end of the year,” he said. ”But our overhead is low.”

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