Thanks for all the suggestions. Just so you guys know:
1) Aside from the same name and some similar programming, there is virtually NO connection between OLN in the US and Canada. We are run by completely different organizations and operate compltely independent of one another.
2) One of the most common requests is for "less fishing and more (insert programming of choice)." Oddly enough (I wouldn't believe it unless I actually saw the research), the hunting and fishing audience is signifcant and our hunting/fishing programming, aside from the Tour, is our most popular.
We do constantly monitor research and feedback to make sure we are providing an ideal mix of programming to satisfy all of our audience, which includes a majority of hunters and fishers.
One misleading aspect of this phenomena seems to be that cycling enthusiasts are much more likely to use the internet and more vocal, but research has shown the ratings lie with the fishermen. Mind you we are not "selling out", but without ratings there is no possibly way we would be able to show things like the Giro d'Italia and Tour de France.