Professional Bull Riders Splits Media Rights Between CBS, Dr. Phil’s Merit Street Media

variety.com:

Brian Steinberg Senior TV Editor Even Dr. Phil is getting in on TV’s frenzied battle for sports rights. The daytime mainstay has long been known for doling out common-sense advice without any bull.

Now that’s about to change. Starting in July, a significant chunk of Professional Bull Riders events will be seen on Merit Street Media, the TV outlet launched earlier this year by Phil McGraw, who had previously hosted the syndicated “Dr.

Phil” program between 2002 and 2023. As part of a new four-year deal, McGraw’s Merit Street will carry PBR Teams events; the full schedule for PBR Unleash The Beast, the sport’s individual competition series; and 50 episodes of “PBR Now” a news, information, and analysis program. “I think we’ll bring viewers to bull riding, and I think bull riding will bring viewers to us,” says McGraw in an interview.

CBS, meanwhile, which has broadcast PBR events since 2012, has extended its agreement with the Endeavor-backed league through 2030, and will carry 25 hours of PBR events on its flagship broadcast network and Paramount+.