Superior introduced "Superior Sunrise”, a 30-minute TV show which airs prior to each video cattle auction. Superior Sunrise is an upbeat, fun and information filled program. It allows viewers at home the opportunity to learn more about Superior Livestock and the cattle market, as well as attractions and events around the auction's host cities. Sunrise brings the latest news in the livestock industry, discusses the cattle market, and interviews an assortment of special guests. Each show, brings visits with guests varying from industry partners, to Superior Livestock cattle consignors and the representatives that make up the Superior Livestock family. Superior Sunrise is the perfect companion with your morning cup of coffee. Tune-in for a brief look at the cattle market, candid interviews, and a look at what each auction has to offer!