In the 1970s, rodeo saw unprecedented growth. Contestants referred to as "the new breed" brought rodeo increasing media attention. These contestants were young, often from an urban background, and chose rodeo for its athletic rewards. By 1985, one third of PRCA members had a college education and as many as one half of the competitors had never worked on a cattle ranch. Today, some professional rodeos are staged indoors in large, climate-controlled arenas and many are telecast. Other professional rodeos are held outdoors.