Prime Time exposure for PBR

By Courtesy PBR
Posted Monday, April 21, 2008

Justin McKee first guest for premiere radio broadcast tomorrow night

PUEBLO, Colo. (April 21, 2008) - There’s an old saying that everyone has a story to tell.

Whoever it was that coined the phrase sure didn’t take into account professional bull riders. As most fans already know, cowboys are quite a colorful cast of characters with stories that could entertain audiences for hours on end.

That’s exactly what radio veteran Wild Bill was thinking when he developed the idea for PBR Prime Time, a one-hour weekly online radio broadcast available by logging on to www.pbrnow.com and streamed online via the facilities at West River Media and Live 365.

April 22nd's inaugural program – which premieres at 9 p.m. EST – will feature television commentator Justin McKee, who has been part of the broadcast team for seven years.

Before moving to television, McKee worked as a PBR arena announcer and for 13 years he has called all the great bull riding action as it happens, earning him the title “The Voice of the PBR.”

“It’s been a long time coming,” said Wild Bill, who first got started with PBR radio at the 2004 World Finals. “It’s just such good content.”

The weekly broadcasts will originate out of Dickinson, N.D., where Wild Bill, 48, owns and operates West River Media. He is also the host of a morning radio show that airs daily on a country music station in Western North Dakota.

The intent of PBR Prime Time is to capture the image and personality of the sport of professional bull riding by putting the listening audience directly in touch with PBR bull riders and personalities. Fans are encouraged to call 888-800-0727 and talk live with each weekly guest.

In the works for the past year and a half, Wild Bill, who fans may remember hosted a similar show in years past, is excited to think tomorrow is finally the launching date of the newly revamped program.

“The biggest change is that we’re going to be live,” said Wild Bill, who noted that everything in the past had been pre-recorded. “With live radio comes spontaneity. We’ll have room to take a right or a left turn.”

In the coming weeks, PBR Prime Time, which is intended to be as user-friendly as it is entertaining, will feature such guests as reigning World Champion Justin McBride, everyone’s favorite funnyman Flint Rasmussen, as well as top bull riders L.J. Jenkins and newcomer Reese Cates.