BET Networks Announces New Shows, a New Brand Strategy and a New Network at its 2009 Upfront Presentation

During its annual Upfront presentation to the advertising community at NYC's Nokia Theatre, BET Networks revealed a new direction for the company highlighted by the launch of CENTRIC, a new cable channel for adults. Touting "This Is The Time," the network's presentation included new programming announcements, as well as the unveiling of a new brand strategy. The network's new programming line-up includes a late night variety show with Mo'Nique, reality docudramas, news programs, returning series and several mega-specials.

"Given the historic change our country has experienced, this is the perfect time for BET Networks to re-examine where we are as a company and what we can be for our audience," said Debra L. Lee, Chairman and Chief Executive Officer, BET Networks. "As the #1 African American media company in the world, we have a unique opportunity to make the world of our audience better and provide them with quality entertainment that speaks to where they are in their lives and where they want to go. BET's reinvigorated approach is built on supporting families, embracing and encouraging their dreams, focusing on the issues that are important to them and presenting the freshest talent and entertainment."


"Coming off a hugely successful first quarter, with viewership on BET up 10% and BET.com page views up 77%, we're confident that our new programming line-up and brand strategy will allow us to build on our strong momentum," said Scott Mills, President and Chief Operating Officer, BET Networks. "We're also extremely excited about the launch of our new network, CENTRIC, which is designed for, focused on and central to the African American adult experience."

CENTRIC will appeal to an older and more affluent audience. BET, with its reality shows, movies and music videos, primarily draws a teenage and young adult audience. There is no word on the fate of BET J, a small music-oriented offshoot of the network, which would be affected by the formation of CENTRIC.


"In this ever-cluttered media environment, BET brings our advertising partners closer to the African American consumer than any other media company," said Louis Carr, President of Broadcast Media Sales, BET Networks. "Our research has shown us what our viewers expect and what they want from us, and we're responding by giving them the content that reflects and is relevant to who they are, is respectful of what they want to be, and elevates them to where they want to go. We'll be offering exciting new programming that will give our partners an unprecedented, powerful way to connect with these consumers - young trendsetters, community organizers and trustees, and hard-working, multi-generational families."

The upfront presentation featured special appearances by Mary J. Blige, Mo'Nique, Anita Baker, Monica, MC Lyte, Mario Van Peebles, and Jonathan Smith.