Ice fishing is different from other forms of fishing because even though you still can use a rod and reel, there is no actual casting involved. This is probably why fly fishermen are absolutely repulsed by ice fishing rods.
They are generally much shorter in length than a regular fishing rod, but are built very tough to take all of the abuse that pulling a prize winning catch out of the ice can have on your rod.
Some of them, like the one in the picture to the right, even have built in cameras attached to them. This is to ensure that you are completely aware when you've got a fish on. This nifty little camera can also be used to tell if the hole you drilled is in a good area of the lake that fish will want to live in.