OLN Canada is riding the bull.

The article reports that as the bucking chute door opens, a dagger-horned bull snarls, kicks and spins to launch television personality Robert Bowers off his back as the pro rodeo rider hangs on for dear life. At least that's what Anna Stambolic, director of Outdoor life Network Canada, has in mind for her traditionally fishing-and-hunting-themed specialty channel. After earning its best TV ratings ever with its Tour de France coverage in July, Toronto-based OLN Canada is now packaging the dust, sweat and testosterone of elite rodeo as Canada's next potential mainstream breakout sport.