PUEBLO, Colo. – At World Finals in May, PBR announced a landmark media rights agreement touted as a game changer for supercharging exposure for the sport while promising to give fans live coverage and consistent broadcast windows.

The deal would bring the lion's share of PBR events to Dr. Phil’s Merit Street Media, adding to broadcasts on CBS Television Network.

Tonight, the vision behind the deal comes to life, beginning with a special edition of Dr. Phil Primetime on Merit Street – a one-hour deep dive into PBR at 8 p.m. ET, featuring veteran bull riders J.B. Mauney, Daylon Swearingen and Cody Jesus, along with bull owners Staci Addison and Fanchon Stinger.

The show is educational and inspiring. Dr. Phil’s passion for the sport is palpable.

“When I look at PBR, I say, ‘These are our people,’” McGraw said to open the show. “The men and women, bull riders, stock contractors and fans represent the heart and soul of America.”

For eavesdropping on a memorable conversation, could there be a better one on TV than “America’s Therapist” surrounded by battle-worn cowboys?

Dr. Melfi and Tony Soprano have nothing on these guys.

Cody Jesus grew up on a Navajo reservation in a shell of a house without electricity or running water. When his family finally got a gas-powered generator, his mom would turn on the TV and watch Dr. Phil.

Until the fuel ran out. Then it was back to candlelight.

“Like they say, ‘tough times make tough people,’” Jesus said with a smile.

Jesus, a member of the 2023 PBR Teams World Champion Texas Rattlers, took some of his bull riding earnings back to Arizona to build an arena for other kids to ride their way out of poverty just as he did.

Daylon Swearingen was joined by his mom Carrie Swearingen, who had been shot in the head by her estranged husband when he was five years old.

Carrie’s bravery and resilience, learning to speak again and going back to school to become a Registered Nurse while raising two boys, inspired Daylon every day of his journey to the 2022 PBR world title.

“From a young age, I learned that life is not always gonna go how you want it; it’s how you handle those situations,” Swearingen said. “My mom just showed me from a young age that you just gotta keep pushing through.”

Throwback rebel J.B. Mauney, at the top of the mountain as the sport's biggest all-time earner, broke his neck flying off the bull Arctic Assassin.

The two-time World Champion recounted being outed by his doctor in front of his wife and son: if “the Dragonslayer” kept riding, there were two likely outcomes.

He’d wind up in a wheelchair. Or die.

Mauney hung up his bull rope and bought Arctic Assassin from Matt Scharping, so they could retire together.

He’s a big ol’ pet to Mauney, who says if you start scratching him, clear your calendar. Arctic Assassin won’t let you leave.

The hour-long conversation also included Staci Addison sharing her improbable story of career-hopping from banker to ballet instructor to radio DJ to inn keeper to bull ownership, now producing some of the world’s top bucking bulls on her 900-acre ranch in Oklahoma, including her favorite “baby boy,” Cool Whip.

Thursday night’s show, “Take No Bull: The 8-Second Ride,” will be followed later Thursday evening with the midnight ET debut of PBR Now, a weekly one-hour news and analysis show hosted by Kate Harrison and Matt West.

When the 2024 PBR Camping World Team Series begins on Friday in Oklahoma City, with the Mauney-coached Oklahoma Wildcatters serving as host, Merit’s additional shoulder programming includes PBR Now: Game Day pre-shows for each broadcast and PBR Now: Post Game Report, featuring post-game analysis and interviews.

Those interviews promise to be a who’s who of the top riders and coaches each weekend.

Guests on the first pre- and post-game shows are expected to include coaches Mauney, Paulo Crimber, Michael Gaffney, J.W. Hart, Cody Lambert, and Justin McBride; riders John Crimber, Cooper Davis, Cassio Dias, Dalton Kasel, Daniel Keeping, Sage Kimzey, Jose Vitor Leme, and Daylon Swearingen; and league executives Sean Gleason and Flint Rasmussen.

Merit Street will carry every game day of the 12-event 2024 Teams regular season, including all 12 games from Oklahoma City this weekend to open the new season. With limited exceptions, the broadcast windows throughout the season will be consistent, set for 9 p.m. ET Friday and Saturday and 3 p.m. ET on Sunday.

Fans looking for Merit Street can use a channel-finder at www.meritstreetmedia.com. The platform is also available on the free app Merit+.