FremantleMedia North America has tapped e-commerce company and home shopping channel EVine Live (operating as ShopHQ) to launch a new food-based TV series featuring seafood and other items inspired by the reality series “Deadliest Catch.”

Created by Original Productions and airing on Discovery Channel, “Deadliest Catch” documents the high stakes lives of crab fisherman out on the Bering Sea. FremantleMedia North America serves as the licensing agent for the brand.

The ShopHQ segment, which will air live on Friday, will feature seafood and other kitchen and cookware items in its Deadliest Catch collection inspired by the reality show.

Sig Hansen, captain of the ship the Northwestern, which is featured on the series, will also appear live on ShopHQ to share his stories and engage with fans during a live social chat hosted on ShopHQ’s Facebook page.

“Being on a crab boat in the middle of the Bering Sea, you face all kinds of challenges–20-degree weather and an icy deck on a rolling ship–it’s a brutal place,” says Hansen. “But braving the elements is worth it, since the best fresh-caught crab in the world comes from there. I can’t wait to bring it to homes across America through the new Deadliest Catch seafood line at ShopHQ.” 

Deadliest Catch is the first of several new proprietary brands that will be featured as ShopHQ is repositioned as EVine Live, with the complete rebranding planned to take place in the first half of 2015.

“It’s exciting for us to bring the thrill of Discovery Channel’s ‘Deadliest Catch’ to our ShopHQ viewers,” says Mark Bozek, chief executive officer, EVine Live. “As the first ‘EVine Live Presents’ brand to debut since we announced the repositioning of ShopHQ, ‘Deadliest Catch’ and captain Sig Hansen will no doubt entertain our customers. Viewers will not only get a glimpse of what it’s like to risk it all on a crab ship on the Bering Sea, but will discover exclusive show-inspired items not available anywhere else.”