In May, Fuel TV aired a show called “Drop Zone: Fiji” to over 100,000 households. The show was the joint production of PADI, Body Glove, Air Pacific, and Sport Diver Magazine aimed to attract new audiences to the exciting sport of Scuba Diving.
“Having Drop Zone: Fiji on FUEL TV is a tremendous opportunity for the dive industry because it introduces a new audience to the sport. The numbers of viewers not only proves that Drop Zone: Fiji is a hit, it demonstrates Gen Y’s growing interest in becoming divers,” said Kristin Valette, PADI Americas Vice President of Marketing and Communications.
In keeping with Fuel TV’s audience of males ages 12-34, PADI believes the documentary has continued to generate interesting in the diving lifestyles for members of generations ‘X’ and ‘Y’.
“Scuba diving is receiving an ever-increasing amount of attention from nonendemic media as a result of Drop Zone: Fiji,” added Valette. “In fact, water sports enthusiasts are now learning about diving through surf-related magazines, trade shows and online channels.”
Both episodes of Drop Zone, Fiji and Tahiti, are available through PADI sales, and are expected to be released in digital form through the iTunes store. For more information, you can find the full article on the Sport Diver website or by contacting PADI Americas Marketing Consultant Cambria McConnell.
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