Press Release #79 (4/14/11)

4/14/11

Cable Systems Offer New PPV Event:
Professional Bull Riders' ‘Last Cowboy Standing'

Commercial-free pay-per-view format ensures
fans don't miss a minute of action

LAS VEGAS & NEW YORK - April 14 -- Cable systems around the country are pleased to announce an exciting new category of major live Pay-Per-View events: "Professional Bull Riders: Last Cowboy Standing." The PBR event will be telecast live from the Mandalay Bay Events Center in Las Vegas on Saturday, April 16, and available only on Pay-Per-View in both HD* and SD starting at 9PM ET/6PM PT. For ordering info, go to:
http://www.indemand.com/product/view/225374.

PBR's "Last Cowboy Standing" is an elimination event featuring the Top 40 riders from the Built Ford Tough Series competing against the fiercest bucking bulls on the planet for the top prize of $200,000 - the largest one-day regular-season payout of 2011 and the second-highest one-day prize in PBR history.

Because there are no commercials and a four-hour time block, the PPV show will be different than the weekly telecast on VERSUS. Fans at home will experience every minute of action, allowing fans to see:

• Opening pyrotechnics and rider introductions
• Every ride and wreck
• World-class entertainer Flint Rasmussen
• PBR Founder and nine-time world champ Ty Murray, fan-favorite Justin McKee, and other stars will participate
• $200,000 check presentation to the "Last Cowboy Standing"


To take home the grand prize a rider will have to ride at least three bulls, whose average weight is 1,700 pounds. The winning rider could be required to get on as many as five bulls. Each of the 40 riders will ride a bull in Round 1. Those who reach eight seconds in Round 1 will advance to the next round, where they will each ride another bull. This elimination format continues until there is only one Cowboy left, who wins the $200,000. There will be a minimum of three rounds and a maximum of five rounds.

The PBR has also opened its DVD vault, and fans who purchase the pay-per-view will be given the opportunity to receive a free DVD by filling out and returning a rebate form. Fans who complete and return the form will be given one of six classic PBR titles: "Ultimate Showdown," "Legendary Bulls," "Bred For Greatness," "And They Survived," "Reign Of A King," and "Bulldiculous." To access this promotion, fans should go to: http://pbr.com/lastcowboystanding.

The four-hour PPV event is available for only $29.95 SRP. The event is distributed to cable by iN DEMAND L.L.C. * HD not available on all systems. Rating: TV-PG

Fans of PBR can enjoy a variety of Free On Demand (FOD) content before the live event. Digital cable customers can watch highlights of past years' PBR events, meet the PBR bulls and bull riders, plus find out about the dangers bull riders bravely face at each event. This content can be found under one of the following Video On Demand (VOD) menus: Events on Demand, Free Previews, Free Extras or Sports.

Veteran broadcaster Craig Hummer will call the play by play on the PPV event. Nine-time World Champion and PBR co-founder Ty Murray will provide color commentary, and Leah Garcia will do dirt-level interviews. BFTS telecasts are produced for the PBR by David Neal Productions, a Los Angeles-based production company led by 30-time Emmy® Award winner and Peabody Award winner David Neal.

About the Professional Bull Riders, Inc. (PBR)
The PBR is the world's premier bull riding organization. More than 100 million viewers annually watch over 400 hours of primetime PBR programming on VERSUS, NBC, CBS and networks around the world. The PBR has awarded over $100 million in prize money and 20 riders have earned over $1 million, including Justin McBride with $5.5 million -- the most of any western-sports athlete in history. The PBR was nominated as 2010 Sports League of the Year at the Sports Business Journal Sports Business Awards, alongside the National Football League, National Basketball Association and Major League Baseball. Nearly 2 million fans attend Built Ford Tough Series and Touring Pro Division events each year. For more information on the PBR, go to www.pbr.com, or follow on Facebook at www.facebook.com/TeamPBR and http://twitter.com/TEAMPBR.

About iN DEMAND L.L.C.
iN DEMAND L.L.C. is the pioneer and world leader in providing exciting transactional entertainment delivered through television's most innovative technologies. iN DEMAND creates and delivers programming through cable Pay-Per-View (PPV), Video-On-Demand (VOD) as well as on digital platforms. PPV programming includes movies, boxing and mixed martial arts events and the digital out-of-market subscription professional sports packages for MLB, the NBA, the NHL and MLS. The company also offers a range of VOD products including first-run movies and serves as the exclusive TV home of Howard Stern via its Howard TV On Demand offering. Content is delivered in SD, HD and 3D. iN DEMAND's owners are Comcast iN DEMAND Holdings, Inc., Cox Communications Holdings, Inc., and Time Warner Entertainment - Advance/Newhouse Partnership. Further information about the company can be found at www.indemand.com.

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For more information, please contact pressoffice@indemand.com

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