BET to Face Tough Competition From New Black Networks

April 18th, 2012 - By Charlotte Young

Source: Missxpose.com

With the host of African American television networks set to broadcast in the upcoming months, African American TV viewers will soon find themselves with a host of new programming to watch. Good news for the viewers, but bad news for Viacom’s BET, which has had a monopoly on African American TV programming for over 30 years and hoping to continue its hold on African American viewers and its advertising dollars.

Among the impending competition, TV One is slated to double its content, Magic Johnson and Sean “Diddy” Combs are launching cable networks backed by Comcast, Tyler Perry is getting his own network and several local minority networks are also popping up around the nation. Adage.com reports that advertisers will soon decide whether they will take money from BET to cover the African American demo or increase advertising overall for advertising to African American viewers.

“Just because more supply is added doesn’t mean advertisers will increase their budget,” Rob Bochicchio, ID Media’s exec VP-chief media investment officer told Adage. “But if these new networks substantially grow ratings [advertisers] might put in more money.”

BET programmers are no fools. In preparation for the programming competition, they’ve been adding additional scripted programming and making a few original movies, hoping that their efforts will maintain advertising dollars.  A severe backlash from stereotypical programming aired in 2007 resulted in lowered ratings that advertisers saw as a risky investment. BET CEO Debra Lee has been working hard to restructure the channel’s brand and so far has seen success. Sitcom “The Game,” brought in five million viewers with season five’s premiere and become the number one cable-sitcom premier for adults 18-49 this season. Other sitcoms such as “Reed Between the Lines” and “Let’s Stay Together,” have also found a home and success with viewers.

Advertisers see the network’s greatest success with its big event show nights such as its “Celebration of Gospel,” and “BET Honors.” Doug Ray, the president of Carat USA, observes that these big TV nights bring in a younger African American audience that the new networks don’t reach and they offer the opportunity for advertiser campaigns.

Kris Magel, exec VP managing director of national broadcast at Initiative also feels confident that even with the impending competition, BET will continue to stand strong in its market.

“BET has become more family-oriented and aspirational and inspirational,” Magel said to Adage. “They are broadening their programming, focusing on more than just music and comedy. Advertisers are feeling more comfortable with BET than they did a few years ago.”

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  • Torontochick

    Wonderful! Maybe Afropunk artists will finally get a chance in the spotlight.

  • http://BlackDiamondCinema.com/ Darryl Edric Pugh, Sr.

    There is another 100% black-owned online television network that is the first social commerce network that uses an affiliate marketing business model to distribute independently produced feature films, documentaries, tv shows, etc. It’s called BlackDiamondCinema.com  an evolution in filmmaking.

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  • http://pulse.yahoo.com/_MQTEVH2H5HVRV4F7DWRJWAGEPQ Hondo Gamba

    I stopped watching trashy bet years ago.I still wonder why so many black people wonder why their kids are so crazy and braiwashed even still watch this trashy network. The original owner souled out black’s in america for a dumb basketball team.All  the self hate,self destruction promoted via bet can be directly tied into their destructive programming overall.shut em down,shut em down shut em down,good riddance

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  • Chanda

    Sounds like BET is trying whatever it takes to get its ish together. I only watch the Wendy Williams show and that’s not even a BET program.
    I grew up with Video Soul, Video Vibrations, Carribean Rhythms, Comic View, Teen Summit, Rap City, etc. Good times. They messed up when they aired Uncut but that was a guilty plessure, I’m not gonna lie. Raunchy azz videos! And the later Comic View episodes, it looked like they just pulled fools off the street to tell jokes. Don’t mean to be a snob but if BET wants to reinvent themselves for the better then the BET Awards and Hip Hop Awards has got to go and the hood movies.

  • Tagirl

    BET in the 80′s and 90′s was filled with great programing that I grew up with: Video Soul Gold, Teen Summit, Comic View, Midnight love, BET News, BET Tonight with Ed Gordan and 106 & Park(with A.J & Free) etc. Then they wrecked the station in the 2000′s and it’s never been the same. When they got rid of their news shows, I was done. TVOne was a breath of fresh air and most of my tv time is spent watching that channel. Kathy Hughes is doing her thing.
    I watch “The Game” but it’s not a favorite anymore. The best shows that BET has are “Lets Stay Together,” and I liked “Reed Between The Lines.”

    I think competition is great for BET because had TVOne not come along with it’s positive programing then BET would’ve been able to stay on the path that it taken. It’s gonna take a long time for BET to get my respect back.

    I also hope Magic’s station airs outside of Comcast because they’re not in my city.

    • Tagirl

       *had taken

  • Allie1234

    Thank goodness B.E.T has went down hill.

  • Neecee401

    Maybe if Black Entertainment Television was still Black owned this wouldn’t be a problem.

  • RahTruth

    I think people are craving tv content with substance now more than ever. BET is just what it stands for – entertainment television. I supposed it’s good for a younger audience. But, what about the rest of us? 106 and Park is of NO interest to me. I’m ready to see what these new networks offer.

  • RenJennM

    BET got rid of so many great shows! Shows I grew up with and enjoyed! The only thing I was watching on BET was The Game, and even THAT got ruined. smh. I do watch award shows and specials, but those only come on a few times a year. I’m so over BET. It’s crap now.

  • Tya

    Great, BET needs competition…I’m sick of the same dumb movies and bad limited program choices. Black people do watch other movies besides…Baby Boy and some of those other movie choices are just ridiculous…IJS