Like the Home Shopping Network, the programming will feature “experts” and presentations and have an accompanying website where their goods will be available any time of the day. They also have a distribution deal with the wholesaler who supplies weapons and ammo to WalMart, Sports South.
Due to federal regulations, there is one catch, however. Unlike other home shopping networks, your purchases will not be sent directly to your home — but rather to your nearest gun dealership. The store will then be responsible for performing any background checks and supplying the required paperwork.
"My gut reaction is this is the last thing we need," Laura Cutilletta, senior staff attorney of the Law Center to Prevent Gun Violence, told The Desert Sun. "When you look at the number of gun deaths in this country every day, the idea that somebody's 'brilliant marketing scheme' is to get more guns into the hands of more people is just a little bit outrageous."
Valerie Castle, one of the founders of Gun TV, however, explained that they will not be putting guns into the hands of more people necessarily, just catering to the already existing love affair that Americans have with weapons.
"We saw an opportunity in filling a need, not creating one. The vast majority of people who own and use guns in this country, whether it's home protection, recreation or hunting, are responsible. I don't really know that it's going to put more guns on the streets."
Still, Cutilletta remains concerned that late-night channel surfers may stumble upon the channel and put the idea of gun ownership into their minds.
"If you're just flicking through the TV channels and you come across this, it could put the idea into your head of owning a gun," Cutilletta said. "They're going to put guns in enticing settings. It will make them very appealing, and that's a big concern for us — we believe it will increase demand and generate new customers."