Shooting Wire

NORTH CHESTERFIELD, Va. - Carl Zeiss Sports Optics is pleased to announce its sponsorship of RUGER INSIDE & OUT™ on Sportsman Channel. This new show gives viewers an inside look at product development at Ruger®, Zeiss and other industry power houses and extends Zeiss' growing presence on outdoor television. RUGER INSIDE & OUT airs four times each week on Sportsman Channel: Mondays at 9:00 pm EST during the Lock & Load primetime block, Tuesdays at 12:00 am EST, Wednesdays at 6:00 am EST and Thursdays at 3:30 pm EST.

"We want to be more accessible to hunters and shooting enthusiasts and a show like this, where we can help viewers learn more about optics and how to select the most appropriate optics for their specific needs, is very exciting to us," said Mike Jensen, President of Carl Zeiss Sports Optics. "It is great partnering with such iconic brands as Ruger and Hornady on this show because all of our customers have a deep passion for hunting and / or shooting. Our collective goal is to give them useful information in an entertaining format."

RUGER INSIDE & OUT gives viewers valuable "how to" information such as how to choose the best equipment; how to prepare for a day on the range or a big hunting trip; even how to incorporate personal defense strategy into your daily life. Whether it is choosing the right optics for an upcoming hunt or the best ammunition for your personal protection firearms, show hosts and guests will discuss the products that will work best for you and why.

"We are extremely pleased to have Carl Zeiss Sports Optics join us as a sponsor and partner on Ruger Inside & Out," said Ruger President & CEO Mike Fifer. "We are committed to creating interesting and informative programming as part of Ruger Inside & Out and working with a world class manufacturer such as Carl Zeiss Sports Optics allows us to achieve our goals. As a user of these fine optics I know they meet, and even exceed, the expectations of hunters and shooters of all skill levels," Fifer concluded.

Hosted by Ruger staff and top writers from the InterMedia organization, and featuring knowledgeable and experienced industry insiders, trainers, competitors, guides, and enthusiasts, RUGER INSIDE & OUT will keep you informed and entertained!

For more information on RUGER INSIDE & OUT programming and sponsors go to www.RugerInsideAndOut.com.

Carl Zeiss
The Carl Zeiss Group is a leading group of companies operating worldwide in the optical and opto-electronic industries. Carl Zeiss offers innovative solutions for the future-oriented markets of Medical and Research Solutions, Industrial Solutions, Eye Care and Lifestyle Products. During fiscal year 2009/10 the group of companies generated revenues of around EUR 2.98 billion. From fiscal year 2010/11 onward, eyeglass lens manufacturer Carl Zeiss Vision will be integrated as an autonomous business group (revenues of EUR 880 million in fiscal year 2009/10). The Carl Zeiss Group now has approximately 24,000 employees, including more than 10,000 in Germany. The Carl Zeiss business groups hold leading positions in their markets. Carl Zeiss AG, Oberkochen, is fully owned by the Carl Zeiss Stiftung (Carl Zeiss Foundation).

Carl Zeiss Sports Optics
Carl Zeiss Sports Optics is a leading, international provider of premium sports optics and part of the Consumer Optics / Optronics Group of Carl Zeiss. Carl Zeiss Sports Optics, LLC is responsible for sales, marketing and distribution of its state-of-the-art binoculars, spotting scopes, riflescopes and laser rangefinders throughout the United States and Canada. The North American headquarter is located in Chester, Virginia.