Business
BET to face competition from new African-American networks
Debra Lee – CEO BET
BET has been the only real juggernaut in African-American TV programming in more than 30 years, but the network is about to get its first real taste of competition.
Among its challenges are cable networks from Magic Johnson and Sean “Diddy” Combs backed by Comcast, a doubling of the content slate at TV One and the launch of several local networks targeting minorities. BET is responding by beefing up its investment in scripted programming and making its first foray into original movies.
But the crucial question is whether advertisers, with more opportunities to target the demo, will increase their budgets in the African-American market or simply take money out of BET.
BET is in a better position to retain advertiser support than it was a few years ago, when ratings were at a standstill and the network was perceived as a riskier place for ads. In 2007, it faced backlash for the comedy series “Hot Ghetto Mess.” The show evoked scorn from the black community, and several big advertisers pulled out.
Since then, BET CEO Debra Lee has revamped the brand. The network plans to introduce a new tagline and consumer-branding campaign next month.
