BET to Face Tough Competition from New Black Networks
ATLANTA, GA- 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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