Shingle runs with bulls

A. Smith & Co. takes primetime by the horns

It’s no BS: Reality shingle A. Smith & Co. is looking to bring bull riding to primetime.

Company has pacted with Professional Bull Riders to develop both unscripted and scripted rodeo-related programming across multiple platforms. PBR operates a 29-city, $10 million, bull-riding tour and already has deals in place with Outdoor Life Network and NBC for coverage of its events.

“Projects like ‘Into the West,’ ‘Deadwood,’ and the (upcoming) on-screen adaptation of ‘Dallas’ demonstrate that there is a clear consumer demand for the western mythos,” said A. Smith CEO Arthur Smith.

PBR said attendance or viewership of its events has increased by 6 million between 2003 and 2005. Nearly half of the audience is female, a fact that could help attract viewers to reality programming tied to PBR.

A. Smith produces skeins such as “Hell’s Kitchen” and “Skating With Celebrities.”

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