Six-Time World Champion Calf Roper Fred Whitfield Joins Gold Buckle Media Rodeo Team

Texas Hall of Fame Cowboy to Participate in New Program Providing Promotional Opportunities and Increased Visibility for Western Sports Athletes

Dallas, TX June 4, 2004--Gold Buckle Media (GBM) (www.goldbucklemedia.com) announced today that six-time world champion calf roper and 1999 all-around world champion Fred Whitfield has been named to the GBM Rodeo Team. Mr. Whitfield is the GBM Rodeo Teams first member and will be joined by other Western sports athletes from many rodeo, bull riding, and equestrian sports.

As part of the new GBM Rodeo Team, Mr. Whitfield will participate in awareness building and other promotional activities designed to increase visibility among the nearly 60 million fans who attend rodeos in the United States each year. As part of the program, GBM Rodeo Team members receive increased exposure and financial incentives for making special appearances at selected Western sports events. In addition, Gold Buckle Media provides technology and other resources that will allow fans to purchase live action digital pictures which GBM Rodeo Team members can personalize with their autographs.

Fred Whitfield is a true American sports champion, and we are extremely pleased to welcome him to the GBM Rodeo Team, notes Gold Buckle Media President and CEO Christopher F. Chris Hill. Mr. Whitfields participation on the GBM Rodeo Team represents another significant milestone in our development into the premier Western sports, lifestyle and entertainment provider.

Whitfield became the Professional Ropers Association's first champion in 2002. Later that year, Whitfield won his sixth PRCA Calf Roping World Championship. In 2003, Whitfield was inducted into the Texas Cowboy Hall of Fame and became only the third professional cowboy in the history of the PRCA to surpass the $2 million mark in career earnings. The owner of many PRCA calf roping records, this year Whitfield will perform in as many as 100 rodeos and travel over 100,000 miles competing all over the United States and Canada. More information about Fred Whitfield is available on his official Web site at www.fredwhitfield.com .

In 1990 Whitfield became a member of the Professional Rodeo Cowboy Association (PRCA) and finished his first season as the Resistol Rookie of the Year. Whitfield became the first African American to win the PRCA Calf Roping World Championship in 1991. His five additional world championships since then, combined with the All-Around Cowboy World Title and coveted Number One National Finals Rodeo (NFR) ranking, have made Whitfield one of the most dominating athletes in the sport of rodeo and a role model for fans across the nation.

About Gold Buckle Media:
Gold Buckle Media has created a new national television channel to satisfy significant market demand for a media outlet providing Western sports, music, and lifestyle programming. Available nationwide via cable and satellite in autumn 2004, the channel will produce, air, and market a wide variety of popular Western lifestyle programming, including live and taped rodeo, bull riding and other equestrian events, outdoor sports, talk shows and documentaries, reality shows, music videos, concerts, behind-the-scenes shows, and high-definition television (HDTV) specials. Please visit www.goldbucklemedia.com for more information.

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CONTACT:
Gold Buckle Media
Victor DiBlasi
Senior Vice President Communications
Phone (972) 387-4320
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