PBR Announces Unprecedented Multi-Network Television Package

    COLORADO SPRINGS, Colo., July 22 /PRNewswire/ -- Professional Bull Riding
 (PBR) "the toughest sport on dirt" will be seen across the country beginning
 this Fall in an unprecedented multi-network television package that includes
 NBC, CBS, OLN (Outdoor Life Network) and in Spanish on Telemundo.  This is the
 first time in broadcast history that the action-packed sport of bull riding
 has received such extensive television coverage.
     "The PBR's current television ratings are as impressive as many of the
 major sports and we are confident that mainstream America will embrace us and
 tune-in on weekend daytime and early primetime," says Randy Bernard, CEO of
 PBR.  "Our cowboys are world-class athletes who are in peak condition, and
 matching them up against the world's toughest bulls makes for true
 edge-of-your-seat action."
     The Professional Bull Riders Bud Light Cup Series made its cable
 television debut in 1994.  During the last seven years television viewership
 has grown from 12 million viewers a year to more than 90 million a year in
 2001.  Now, millions more television viewers can tune-in to the exciting and
 fast-paced sport on a weekly basis.  Seven events will air on CBS and NBC
 beginning on CBS on October 20 and following the first NFL game of the day,
 backed by extensive promotion during the football broadcast.  NBC will air its
 first 2002 Bud Light Cup event on November 17 following NASCAR, and on
 November 24 and December 29, 2002.  Three additional dates have been set for
 January 25, February 22 and April 19, 2003.
     PBR debuted on NBC in November 2001 and the Nielsen ratings data placed
 the PBR ahead of most other regular weekend sports broadcasts including PGA
 golf, the NHL playoffs and NCAA basketball.
     "We are thrilled to continue in our second year with PBR as NBC sports was
 extremely pleased with the first Bud Light Cup World Challenge showing," says
 Jon Miller, Senior Vice President of Sports Programming for NBC.  "The network
 looks forward to adding events this fall and expanding our relationship with
 PBR."
     OLN will televise all 29 Bud Light Cup Series events slated for the 2003
 season.  PBR's partnership with OLN, supplemented by an additional seven
 network television broadcasts in 2002 and 2003, offers bull riding and its
 athletes an unprecedented amount of television exposure.  The 90-minute PBR
 telecasts on OLN are planned to air during prime time on Saturday and Sunday
 (check local listings) and will be replayed later the same night.  In
 addition, OLN will be broadcasting a weekly highlights show every Tuesday
 night.  The new deal with OLN will give PBR fans more than 188 hours of
 original airings throughout the year with seven hours of regularly scheduled
 programming every week.
     "We couldn't be more excited about joining forces with the PBR," says
 Roger Williams, OLN's President and CEO.  "This is going to be a great
 partnership.  Having the PBR in our lineup and being able to showcase the PBR
 on a consistent basis is going to have a tremendous upside for our viewers and
 all PBR fans."
     Expanding their multi-cultural outreach, PBR is entering the Hispanic
 market with two PBR events being broadcast in Spanish on Telemundo on January
 12 and January 19, 2003.  Telemundo is the fastest growing United States
 Spanish language network, reaching 90% of the Hispanic TV households in the
 country.
     "Telemundo is delighted to join NBC Sports in televising the Professional
 Bull Riders" says Jorge Hidalgo, senior vice president of Telemundo Sports.
 "We are impressed with the increasing popularity and growth of this sport and
 are positive the PBR will resonate with a Hispanic audience on Telemundo in a
 major way."
     One of the fastest growing spectator sports in America and around the
 world, the Professional Bull Riders is headquartered in Colorado Springs and
 has over 700 athletes competing in more than 105 PBR sanctioned competitions.
 Internationally the Professional Bull Riders Bud Light Cup Series is seen by
 more than 8 million households in Australia, Sweden and Russia and more than
 one million spectators attended PBR events in 2001.
 
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SOURCE Professional Bull Riders

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