Toughest Cowboy premiered on SPK on January 29, 2009. Toughest Cowboy is a sports-reality show competition based around the sport of rodeo. Emanating from venues in top major markets including Chicago, Atlanta, Indianapolis, Columbus, Raleigh, and Minneapolis/St. Paul, Toughest Cowboy features twelve daring competitors in one of the world's fastest-growing sports. These fearless cowboys must ride in three dangerous disciplines each night - bareback riding, saddle bronc riding, and bull riding - an unprecedented test of endurance in modern rodeo competition. One competitor will be eliminated each week in a sudden elimination bull ride match, with the ultimate Toughest Cowboy Champion winning the deed to a spectacular ranch in the Rocky Mountains of Wyoming.