?The Professional Bull Riders tour is using a time-tested lure to draw viewers: a big pile of cash. If 5'5", 145-pound cowboy Chris Shivers can stay on 1,600-pound bull Little Yellow Jacket for eight seconds this Saturday, he'll win $1 million. The ride will be carried live on NBC as part of its afternoon coverage of a PBR competition in Colorado Springs. Drawls Shivers, a Jonesville, La., native, "It's the biggest eight seconds of my life." This won't be easy money for Shivers, 24, who has earned about $1.5 million in five years on the tour. Six-year-old Little Yellow Jacket, the 2002 Bucking Bull of the Year, has been successfully ridden eight times in 54 attempts, and Shivers has been tossed all four times he's gone up. NBC is airing six PBR events this year, up from one in 2002. "This is probably the biggest milestone in the history of our sport," says PBR CEO Randy Bernard. "If we want to tap into the mainstream, we need to give people a reason to watch."
?Perhaps fearful of offending Hootie Johnson and the Augusta pooh-bahs, CBS completely ignored the biggest golf story in years—the Martha Burk led protest of the club's exclusion of females—during more than eight hours of coverage last weekend. "The focus at CBS Sports is on golf," says CBS Sports spokeswoman Leslie Ann Wade. The ostrich act was insulting to viewers and journalistically indefensible. When ABC aired the PGA Championship in 1990 from Shoal Creek in Birmingham, for example, the network dealt on-air with the controversy over the club's lack of African-American members. At minimum, CBS could have handled the story with a news-side reporter or run a brief segment outlining the issue. (ABC used both techniques in '90.) Instead it did nothing.