Send program change on project load

[ondrej.par]

Hi, I feel like I'm missing something obvious: is it possible to configure Reaper to send MIDI program changes (and maybe some CC changes) immediately after a project is loaded?

I currently have a MIDI item that starts with a PC event. When I load the project, nothing is sent to the MIDI device. It's only sent after I start playback.

"Reset all midi devices" action doesn't help.

Thanks for any advice.