Bull riding is usually the feature event at a rodeo. But the Professional Bull Riders have turned it into the whole show. Lily Burana writes that PBR is trying to appeal to a younger audience by promoting bull riding as the original extreme sport. It must be working, PBR shows are consistent rating winners on NBC and cable TV. The key to a successful bull ride: Don't let the bull step on your hat, especially if you are still wearing it.
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