Scott Schiffner of Strathmore, Alta., comes off Afro Man during 2006 bull riding rodeo action at the Calgary Stampede. (Jeff McIntosh/Canadian Press)

The Humane Society of Canada is asking Canada's broadcasting regulator to phase out the airing of Calgary Stampede events.

The animal-welfare group believes rodeo events during the 10 days of Stampede violate the Canadian Radio-television and Telecommunications Commission (CRTC) code by glamourizing cruelty to animals during programming.

"Based on our experience on inspecting rodeos, they bear absolutely no relationship to modern-day, accepted, livestock handling practices," said Michael O'Sullivan, president of the Humane Society of Canada, on Thursday. "It's simply violence against animals for the sake of entertainment."

The complaint comes as the CBC plans a record 140 hours of coverage on CBC-TV, CBCSports.ca and its digital channel, bold, this year.

"We have a long tradition of broadcasting the Stampede," said CBC spokesman Jeff Keay on Thursday. "And we have every intention of bringing that event to Canadians."

"We are satisfied that the Stampede takes appropriate measures to safeguard animal welfare," he added.

The CBC has broadcast the world's largest outdoor rodeo since 1982.

O'Sullivan said the group filed a complaint about rodeo broadcasts two years ago, but the evidence was lost by the CRTC. The humane society will re-file a similar complaint this year after the first Stampede competition is broadcast on Friday.

No change for TV host to lead parade

At the same time, the humane society is asking celebrity contractor Mike Holmes to reconsider his participation as parade marshal for the annual Stampede procession on Friday morning.

"You have a well-deserved and hard-earned reputation as a gentle and fair man, and we would respectfully ask you not to lend your credibility and endorsement to these kind of activities," reads an open letter from Michael O'Sullivan, president of the humane society, to the Canadian TV host dated June 17.

O'Sullivan points to the record of animal deaths at the Calgary Stampede — more than 40 since 1986 — and other rodeos.

Mike Holmes, home improvement guru and TV host, seen on June 16, said he's not changing his role as the marshal for the 2009 Calgary Stampede parade on Friday. (CBC)

"People's fascination with the "Old West" means that these animals pay a terrible and unnecessary price," he wrote.

In an interview on CBC Radio's The Homestretch, Holmes said he didn't know about the humane society's letter until Thursday afternoon.

"I have all due respect for any organization out there that cares for anything," he said, declining to take a position. "I'm here as a guest of the Stampede. I'm here to lead the parade. I didn't really see any issues here that should, I guess, make this kind of press."

"When it comes down to it, I'm just here to have fun. I'm not here to cause waves. I say to people, just do what you do."

Last week, the Vancouver Humane Society unveiled an ad campaign calling for the end of calf-roping at the Stampede. The ad highlighted a difference in approach by its sister organization.

The Calgary Humane Society works with the Stampede in monitoring rodeo events — along with the Alberta SPCA — to ensure that stress to animals is minimized. It pointed out that it is a sheltering, and not an activist, organization.