Western sports and entertainment company Teton Ridge has unveiled a slate of original programming for its Cowboy Channel platforms in a move which is says signals “a pivotal evolution from live-event broadcaster to full-fledged content studio”.
In addition to the live rodeo coverage it is known for, Teton Ridge said it is leaning into athlete-led docuseries and storytelling that explores “modern Western lifestyle”.
Since acquiring Cowboy Channel in November 2024, Teton Ridge has supercharged its digital growth – expanding its social footprint by 38%, doubled subscribers on its YouTube channel and strengthening its SVOD platform Cowboy Channel+. Successes during this time have included Hell on Wheels, the network’s first original docuseries, which has surpassed 6m video views since its debut on October 8.
“In just under a year, we’ve transformed Cowboy Channel from a traditional linear broadcaster into a modern omnichannel Western media platform,” said Deirdre Lester, CEO of Teton Ridge. “This slate represents a major step forward – uniting live sports, cinematic storytelling, and lifestyle content to capture the full depth of Western culture. It’s built for today’s audiences: social-first, on-demand, and emotionally resonant.”
Following on from Hell on Wheels, new titles include Chasing Greatness, Diamond Cross Ranch and Get Rodeo with Me (GRWM). A social-first YouTube series, GRWM is led by the host, model and Western personality Sierra Spratt.
Teton Ridge said GRWM “will give Western women more of the light-hearted female-focused content they crave. From shopping for the National Finals Rodeo, diving into fashion trends, and even putting together rodeo-ready makeup looks, Get Rodeo With Me is primed to become a hit across the cowgirl-core and cowgirl-curious audiences.”
Cowboy Channel, owned by Teton Ridge, is the broadcast home of the Professional Rodeo Cowboys Association (PRCA), delivering 24-hour rodeo and Western sports programming — from live arena events to original documentaries — with year-round coverage that reaches tens of millions of fans. Together with Cowboy Channel+, its direct-to-consumer digital and OTT service, the network spans linear, digital, social, and audio platforms, broadcasting more than 600 live PRCA rodeo events each year.
Pictured – Hailey Kinsel in Chasing Greatness
