If you think black ice is scary, you ain’t seen nothing yet!

Move over contractors, singers, marriage-pursuers, and aspiring chefs—the reality television industry has a new sweetheart: truckers.

Seriously, moving freight probably hasn’t received this much attention from Hollywood since “Smokey and the Bandit.” But now, trucking-themed shows are all over the TV. The History Channel has “Ice Road Truckers”, A&E just launched “Shipping Wars,” and National Geographic Channel’s “Ultimate Factories” recently featured Mack trucks.

The Discovery Channel added its own show to the mix this week: “World’s Toughest Trucker.” Featuring drivers from across the globe, “World’s Toughest Trucker” will challenge truckers to move freight along grueling, dangerous routes as they compete to win $150,000 and the show’s glory-filled title: World’s Toughest Trucker.

To win, contestants will face outlandish challenges like carrying wild cattle across the Australian outback, or trucking nearly a dozen fragile, 1,000-pound concrete pipes through Brazil’s wildest terrain.  And—in addition to surviving the challenge in once piece—truckers must avoid being eliminated from the show by moving freight as quickly as possible. In fact, after enduring three days of river crossings, forced teamwork, and questionable road conditions, the show will nix two of the truckers by the second episode.

Only one driver can be named the “World’s Toughest Trucker,” so the brutal challenges and cutthroat eliminations will continue throughout the show’s first season. And if the first episode and online clips are any indication, this show will offer enough excitement, drama, and advanced trucking skills to interest the whole family.

Plus, as dedicated transportation industry professionals, you have to appreciate any time truckers get their chance in the limelight!