PRCA, New Net Not Horsing Around


HorseTV Media Group and the Professional Rodeo Cowboys Association will team up on a Western-lifestyle-programming block to air on The Horse Channel, which is set to launch on cable and direct-broadcast satellite this fall.

Fare may include PRCA-sanctioned rodeos -- such as 12 PRCA circuit-finals rodeos and the Dodge National Circuit Finals -- as well as magazine-format and instructional type programming that focuses on the top cowboys and animal athletes, including today's heroes and the legends of the past.

“This alliance will enable us to highlight the values of today's cowboy and their relevance in our modern society,” HorseTV Media chairman and CEO George Greenberg said in a prepared statement. “The Western lifestyle is an intrinsic part of this country, and we are proud to be united with the PRCA in its future.”

PRCA commissioner Troy Ellerman added, “Bringing the various disciplines of the equestrian world together under one umbrella and having a network like The Horse Channel, dedicated to the Western industry, seems like a win-win for everyone. As we move forward, we will explore all of our options with the intent of branding the PRCA and the Western lifestyle that comes with being a rodeo cowboy.”