At first the network was used to carry an all-trading day format of farm and market news, which eventually moved to a reduced timeslot on RFD-TV due to low interest and ratings.

Rural Media also decided not to renew over-the-air contracts with stations in a slow process in order to make it a cable-only network.

A number of former FamilyNet affiliates (mainly religious stations) continue to carry programming recorded from the network's feed before the Rural TV sale, seemingly under a perpetual license.

On June 19, 2017, Rural Media Group CEO Patrick Gottsch announced that on July 1, FamilyNet would be rebranded as The Cowboy Channel, featuring a focus on Western sports and rodeo events, which had proven to be a popular attraction on RFD-TV.

[8][9][10] Among the network's first offerings were encore events from RFD's The American Rodeo, the Calgary Stampede, and the Professional Bull Riders archives.

[11] With the network conversion, Rural Media used the opportunity to end their carriage agreements with over-the-air broadcasters, rendering the Cowboy Channel as a pay-TV only offering.