24-Hour Gun Sales Channel To Launch In January

SAN FRANCISCO (CBS San Francisco) -- A 24-hour gun sales channel will be launching in January.

The Desert Sun reports GunTV will have six hours of daily programming beginning at 1 a.m. when it first launches. The channel is expected to expand to 24/7 during its first year.

"People are super busy, and if they can tune into our content at a time when they are not in the throes of their busy day, and really sit and pay attention to how to safely use the product and store it, as well as get the back story of the product … you are going to get way more information about that product," Valerie Castle, GunTV co-founder, told The Desert Sun.

The channel will be filmed in a Thousand Palms television studio and airing in the Coachella Valley.

The network won't actually be selling the firearms directly to its viewers due to gun laws. The Desert Sun reports the network will place an order to Sports South on behalf of the viewer. The Louisiana firearms distributor will ship the weapon to a local gun store, where the viewer can purchase it. The channel will, however, sell ammunition, firearm accessories and outdoor apparel.

"Our business philosophy is filling the need, not creating one," Castle told The Desert Sun.

Anti-gun groups have criticized the network.

"My gut reaction is this is the last thing we need," Laura Cutilletta, senior staff attorney of the Law Center to Prevent Gun Violence in San Francisco, 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."

The network has already hired 30 people and is looking for more.