Traditional media has officially caught on, people are interested in marijuana. Watching it, reading it, hearing about it, marijuana has become part of the daily news narrative. Capitalizing on this interest CNBC announced a new original ‘Marijuana Country: The Cannabis Boom’ airing Monday, January 5 at 9 PM ET. NBC News correspondent Harry Smith narrates the special that is to tell “the story of a rising American industry that’s created fortunes and controversy.” By the sounds of it, I wouldn’t expect anything terribly groundbreaking if you’re at all familiar with marijuana landscape.
Th show profiles one of Colorado’s most likable figures Andy Williams of Medicine Man and a surprising cannabis businesses in Ohio owned by a Navy Vet, on track to make $10 million in revenue from the production of marijuana extraction machines. Beyond the commerce of cannabis the show is to profile Braden Fleming, a child suffering from Doose Syndrome looking for cannabis treatments in Colorado.
Some of the more original elements are the insights given into Colorado’s black market. The show reports that 60% of the marijuana consumer in Colorado is attained legally. Not completely sure where this figure came from or if there is any data to substantiate it, but it seems pretty far fetched. Smith proceed to go underground with two separate black market drug dealers to reveal their dealings on Craigslist and out of state drug runs. Attorney General of Colorado, John Suthers went as far to agree to Smith’s assertion that Colorado “was the new Mexico.”
While I don’t expect the special to reveal anything too shocking, CNBC does have a massive prime time TV audience. With the success of Shark Tank, The Profit, and other shows, High Country should get ample viewership.