Axios Dallas recently published a story on the growing Fort Worth film industry, sparked by Landman creator Taylor Sheridan, and explored the attention it’s brought to Texas Christian University, where the series has been partially filmed.

The publication spoke to Merianne Roth, vice chancellor of marketing and communication at TCU, about the risk vs. the reward.

“We don't control the content,” Roth said. “However, we do control the student experience …This kind of cultural relevance can’t be bought.”

Students pursuing careers in film and television production were able to shadow production crews, some of whom were employed as assistants, and others hired as extras.

“For students who want to stay here [in Texas], it’s been a boon because now the productions are here,” said Kimberly Owczarski, associate professor of film, television and digital media. “They don't have to travel all the way to New York or L.A. for those kinds of opportunities.”

Read the full story from Axios.