The New Model of Black Media Entrepreneurship: Bet Holdings, Inc
Posted: 24 Nov 2009
Date Written: 2001
Abstract
BET Holdings, Inc. (BET), the parent company of BlackEntertainment Television, was founded by Robert L. Johnson and represents a newmodel of Black/African-American media ownership and control in the UnitedStates. Discussed are the foundations of BET, its early success, obtaining of majoradvertisers, its programming, moves into other media and business ventures, howit has used ties to the Black/African-American community and the BlackAfrican-American culture to generate economic power and strategies ofexpansion. These show how BET has become a significant part of the media andentertainment industries. Providing information and entertainment to, for, and about African Americansis profitable, and Black/African-American individuals are capable of carrying acompany to a high level of prosperity. BET's success is due to formingalliances with majority media owners and controllers, providing qualityAfrocentric programming and products outside cable industry, and diversifyinginto new areas of entertainment and recreation. This model could be followed byother minority entrepreneurs.(TNM)
Keywords: Interfirm alliances, Growth strategies, Firm performance, African Americans, Minority firms, Minorities, Telecommunications industry, Firm ownership
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