CarbonTV and an Interview with President and CEO Jules McQueen

How the Streaming Service Keeps Delivering Great Outdoor Content

We are changing the way we watch television in today’s fast-changing technological world. We now want to watch shows when the timing fits our schedule, not that of the networks. Some of us are tired of high cable bills and package choices that don’t let us decide which channels we can watch. As a result, many people are cutting the cable cord. That is showing us that the future of TV is online.

At the forefront of this trend is CarbonTV, the leading online streaming platform for outdoor and rural lifestyle video. Based outside of Detroit, CarbonTV offers more than 300 shows to enjoy.

We caught up with Carbon TV’s President and Chief Executive Officer Jules McQueen to learn more about new industry trends. We also discussed CarbonTV’s wide range of content for outdoor enthusiasts, including hunters and fishermen. And the discussion was especially timely, since the company is celebrating its 10-year anniversary in 2023. Here are our questions for McQueen, along with her responses.

Q. What is driving the growth of streaming TV versus traditional television?

A. We have noticed a constant upward trend over the years of people choosing to watch streaming or digital content versus traditional linear television. People are cutting expenses and decreasing the costs of running their households, so the cable cord is usually among the first things to go. People also want to choose what they watch at any given moment instead of waiting on a programming schedule.

Aside from all of that, streaming content is easier to market and promote, and it is easier to track data and actual analytics on viewership. So, we can spot trends and provide a more tailored viewing experience.

I believe there is still space for traditional linear television, but studies are showing that the majority of people have switched to digital consumption of content. Overall, it’s just a better experience with more options. We are excited to be the leaders in the industry when it comes to this type of distribution.

Q. How do people access your content on CarbonTV?

A. CarbonTV is always free to watch, and you don’t need a subscription or an account to enjoy all of our content. The most popular ways to watch are on Roku, Apple TV, and Amazon Fire TV. If you have a Samsung television, you can just add the app right away so it’s easy for people to find. Our newest app is on Vizio televisions. We have made some big updates to the user experience, so I think people will really enjoy watching that way as well. Anyone with a phone or tablet can also download the iOS or Android apps for free and begin watching all of our outdoor content.

We have hundreds of shows, live wildlife cameras (including The Crush on Lee and Tiffany Lakosky’s Iowa farm), short films and documentaries, and so much more.

We are seeing a trend of more people watching long-form content (documentaries and short films) because they can watch on their television screens at home instead of on handheld devices. And we also see a trend of more live-action content from the field, which is great for the viewers.

We are always adding new shows to our lineup. While most people know us for hunting and fishing content, we also have a huge library of other types of shows that have similar audiences.

We have survival shows (like Decivilized with Laura Zerra) and aviation shows (like Old Green Plane.) One of my new favorites is called Serpentine, which dives into content about reptiles and amphibians.

Q. What else is new this year with CarbonTV?

A. One of our goals is to always be moving in new and exciting directions. We recently added a podcast section of the platform so people can listen to their favorite storyteller if they aren’t in the mood to watch a show.

We just launched a section of the business called CarbonTV Outfitter Services. This is a built-in booking service that allows people to research and reserve their next adventure right through our platform. We feel like this is a great way to connect our audience directly to the outfitters, guides, and places they want to see for themselves. You can book hunting trips, fishing adventures and learning experiences right through the platform. I believe it’s a step in the right direction toward connecting the entire CarbonTV ecosystem.

Q. Can you explain FAST channels, and do you have them?

A. CarbonTV has FAST (free ad-supported television) channels, and we are also a FAST network. That means that we distribute channels for other networks, which makes it a great partnership. Aside from regular programming, we also live-broadcast sporting events, such as airshows, to a large global audience. That is something that not many other networks offer.

We did create a FAST channel for Jana Waller, as she is one of our biggest stars with her Skull Bound Chronicles. Her FAST channel, Skull Bound, is one of the first shows to do this in our industry. We took all of her content—almost every episode she has ever created—and added it to her own channel. When you click on the Skull Bound channel, it will randomly pick one of her shows out of hundreds of shows. You get a surprise whenever you put her channel on.

Q. How would someone get a show on CarbonTV?

A. We have an internal review process for anyone who is interested in airing their content on our network. Through the CarbonTV website, you can fill out a form that goes directly to Autumn Heppner, our vice president of operations. She and I both oversee new content acquisition along with our team. We look at every submission that comes in to see if it’s a good fit.

Unlike some other networks, we do not have a pay-to-play model. You can’t just write us a check to get your content on CarbonTV. We believe this keeps our content quality in check, and it also allows us to selectively add to the library according to what we feel is best for the audience. We take many different things into consideration, such as overall quality, messaging, willingness to work together with our team on cross-promotion, and storytelling ability. In general, we are always looking for creative and innovative producers to work with us.

Q. Technology is growing so fast. Apple just unveiled a reality headset called the Vision Pro that will engulf your field of view in pure screen. Do you have any predictions on what TV will look like in five or 10 years?

A. Advancements in technology have made it very exciting for us in this industry as we think of what’s coming next. We can get caught up in the latest and greatest gadgets and tech, but I think that even five or 10 years from now, we’ll still be deeply connected as storytellers on a primitive level. Just like in fashion or any other industry, there is a sense of nostalgia that connects people from certain generations.

If virtual reality and augmented reality begin to take over, I predict that many people will still want to connect by watching content similar to what we are using today. Of course, I can’t predict the future, but we can all dream and be inspired by the advancements in technology. We can imagine new ways that it can connect us and allow people to live vicariously through each other.

During a recent interview with the podcast host of The Dreaded Archer on CarbonTV, he brought up this topic and I found it fascinating. We were discussing virtual reality, technology and the outdoors. Could we meet up virtually with our friends for an elk hunt and truly experience something close to the real thing without leaving the house? After that conversation, I realized that so many people are thinking the same things and wondering where this will all lead. And what a wonderful adventure to be on!

Q. How do you feel going into work every day?

A. I constantly ask myself, “Am I the luckiest person in the world?” I get to do this every day! The company has grown year over year and it’s so rewarding to see that growth and to be a part of it.

Then there’s the culture that lives within the walls of our company. There is no glass ceiling for employees here. Our entire team at CarbonTV is all-in and dedicated to our core values as a business. I credit that for our success in recent years.

Over the years, one of my primary points of focus has been on building a community around our brand from the inside out. That shows in the ways that our clients trust us and the loyalty of our viewership. We build trusted relationships with our advertisers and our producer partners because we wouldn’t have a business without access to their content.

We always have big projects in the works and exciting things on the horizon, but I believe what keeps our company growing is the relationships we form along the way. I’m really proud of what we’ve built and how accessible we’ve made it for people to watch CarbonTV.