They are making some major changes over at BET.
Through a deal with Queen Latifah’s Flavor Unit Entertainment BET’s 24-hour music and entertainment channel Centric is being rebranded as a cable channel just for black women. It will present programming selected to appeal to this new target audience. Under the exclusive co-production partnership, Flavor Unit will produce new content for the network. The production company, owned by Latifah and her partner Shakim Compere, produces her successful daytime talk program, The Queen Latifah Show. BET recently picked that program up as a late-night program.
“She does it all and we are happy to have her join us as a creative force as we continue to grow Centric into a premiere destination for African American women,” said Debra L. Lee, BET Networks Chairman and CEO. “We couldn’t be more excited about what’s ahead.”
Continues Target Market News, “As part of the deal, BET Networks will develop and premiere an all-new Season 4 of the highly rated Single Ladies on Centric.”
BET’s move to lure in female viewers is rooted in economic potential.
“At more than 10 million strong, and in control of 20 billion dollars in buying power, the African American woman is an increasingly powerful, yet often overlooked consumer. No other network has embraced her with content designed specifically for her — until now,” said Louis Carr, BET Networks President of Broadcast and Media Sales.
Centric isn’t the only network making a play for black female viewers. We reported on Oxygen’s new lineup of shows, which is specifically targeting a multicultural younger woman. Centric is already a favorite with African-American women, especially ages 25 to 54 and that network is growing. It had gains of +20 percent in viewership between January and March.
Is Centric one of your favorites?