Monday
May042009
Why BET Viewers Should be Offended by "Centric"...But they Won't Be
Monday, May 4, 2009 at 8:28AM Gina, The Blogmother
Everyone keeps emailing me about Viacom launching a new network targeting middle-aged Black people in an attempt to choke the very life out of TV One :) I'll open with this quote:
So if this is the target audience for "Centric" what does that say about what BET and Viacom executives think about the current BET audience? Let that marinate for a minute.No really, let that marinate all up in your cerebral cortex. Upscale. Sophisticated. Aspirational. So that would mean they think the BET audience is low class, unsophisticated, and lazy. I. TOLD. YOU. SO!
Oh but it get's better Debbie Lee says it is time for some reflection and contemplation about BET:
Hmmm is that an admission of guilt? Perhaps a glimmer of contrition?
I have said it once, twice and thrice that BET executives can't stand their audience.
They don't like you. They don't want the BET "demographic" coming over to have dinner. They don't want to see the BET "demographic" sitting next to their children in school. They won't hire the BET "demographic" and if they did, they wouldn't value your work. When last I saw Debra Lee in a room full of Black people, she looked downright terrified of them, and these were Black folks of the suit wearing variety.
In addition, they realize that they can't sustain themselves on a Black audience alone so they are throwing the "M" word around...multiculturalism. I've heard a BET executive say outright that her target isn't Black people, but those with a "Black affinity." So Black people are merely BAIT and not the fish. They are doing the same thing Fox and UPN/ the CW did to launch their networks, build themselves on the backs of a Black audience. They had to drop the BET brand name because its radioactive among the group of Black people they purport to be targeting... if they were targeting Black people, which they are not.
My prediction is that the network will do well just because of its size. They are going to try to crush TV One with SCALE.
Why buy ads on a TV One Comcast station that goes to 40 million homes when you can buy ads from BET and Centric which they are going to jimmy the numbers to indicate their reach is 120 million homes.
The one thing TV One MAY have to its advantage is that Radio One, notwithstanding, I get the feeling Kathy Hughes kinda likes Black people and but then again that may be TV One's downfall. One glimmer of hope for TV One would be if Debra Lee and Stephen Hill are intimately involved in "Centric." If Viacom had any sense they would have already have shipped the dynamic duo to an undisclosed location.
Y'all let me know how it works out because y'all know I don't subscribe to cable :)
"What we're creating is a brand-new network targeted to adult, upscale, sophisticated and aspirational African-American and multicultural audiences," said BETN president and COO Scott Mills. "We think we have a unique way of serving that demo that no one else can in the space," added Baker. Billboard
So if this is the target audience for "Centric" what does that say about what BET and Viacom executives think about the current BET audience? Let that marinate for a minute.No really, let that marinate all up in your cerebral cortex. Upscale. Sophisticated. Aspirational. So that would mean they think the BET audience is low class, unsophisticated, and lazy. I. TOLD. YOU. SO!
Oh but it get's better Debbie Lee says it is time for some reflection and contemplation about BET:
In making the announcement last week, BET Chief Executive Debra Lee said that in light of 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." Chicago Tribune
Hmmm is that an admission of guilt? Perhaps a glimmer of contrition?
I have said it once, twice and thrice that BET executives can't stand their audience.
Let’s stop playing games here. Imma make it plain. BET. HATES. BLACK. PEOPLE!
BET’s executive leadership HATES BLACK PEOPLE. Harsh, but true. Unlike Bob Johnson who was your garden variety multimedia crack dealer and was merely exploiting Black folks because there was money to be made, this current crew is motivated by a WHOLE OTHER beast all together. They really do think you are stupid. They think your children are stupid too and they have told you so about a dozen times, this summer alone, but for some reason folks aren’t hearing them. So excuse me for scoffing when a network that thinks you and your children are stupid and that cranks out soft porn in the afternoon while you are at work claims to be the least bit concerned for the welfare of your family.
Isn’t the entire tone of this year’s original programming line up that BET has to “TEACH” the “ig’nant” Black folks! Go back and review their comments. I didn’t have a problem with THAT SHOW’s purported intent, I had a problem with the fact that BET’s executive leadership was trying to hide behind “teaching Black America a lesson” in order to indulge in their hatred and contempt for working class Black people. That entire argument was preposterous considering the foolishness they were continuing to air in their afternoon line up. Again, it is like a crack dealer running a rehab center…. out of the back of the crack house. WAOD Classic
They don't like you. They don't want the BET "demographic" coming over to have dinner. They don't want to see the BET "demographic" sitting next to their children in school. They won't hire the BET "demographic" and if they did, they wouldn't value your work. When last I saw Debra Lee in a room full of Black people, she looked downright terrified of them, and these were Black folks of the suit wearing variety.
In addition, they realize that they can't sustain themselves on a Black audience alone so they are throwing the "M" word around...multiculturalism. I've heard a BET executive say outright that her target isn't Black people, but those with a "Black affinity." So Black people are merely BAIT and not the fish. They are doing the same thing Fox and UPN/ the CW did to launch their networks, build themselves on the backs of a Black audience. They had to drop the BET brand name because its radioactive among the group of Black people they purport to be targeting... if they were targeting Black people, which they are not.
My prediction is that the network will do well just because of its size. They are going to try to crush TV One with SCALE.
Viacom's VH1 Soul and BET J Networks are combining channel resources to create a new program outlet called Centric. Set to launch in October, the new network will take aim at Comcast/Radio One-owned TV One in targeting the 25-to 54-year-old African-American audience, while reaching out to other multicultural viewers.Billboard
Why buy ads on a TV One Comcast station that goes to 40 million homes when you can buy ads from BET and Centric which they are going to jimmy the numbers to indicate their reach is 120 million homes.
The one thing TV One MAY have to its advantage is that Radio One, notwithstanding, I get the feeling Kathy Hughes kinda likes Black people and but then again that may be TV One's downfall. One glimmer of hope for TV One would be if Debra Lee and Stephen Hill are intimately involved in "Centric." If Viacom had any sense they would have already have shipped the dynamic duo to an undisclosed location.
Y'all let me know how it works out because y'all know I don't subscribe to cable :)
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Reader Comments (19)
Well I have seen BET J, and I don't think TV One has anything to worry about. The high school video class type production they have is downright embarrassing. How are they trying to have some bourgie network and they can't get the basics down like sound and editing. When a commercial comes on, the TV is blasting b/c of they crappy production value of their shows I had to turn the sound up. I have completely given up on that channel.
I'd rather watch a Good Times rerun on TV One than watch one of their poor, cheaply made TV Shows on BET J.
And something tells me that reruns of Flavor of Love will end up on this so called upscale channel.
What happened to the "good ole days" of BET where there was news with Jacque Reid, political commentary with Tavis, teenage issues on Teen Summit? BET has become more of a disappointment each day.
This network will be "black" for about 15 days and then it will be a mix of BET, Telemundo, and that Christian network PAX.
90% of "blacks" working in the entertainment arena do. not. like. black. people.
Gina is right when she says this. Don't believe the hype. They hate YOU and everything about you especially if you're poor/working class. This is why most programming/films that are pitched by blacks is almost entirely for *that* audience because they want to exploit - not uplift.
And the "multiculturalism" is just further proof that a)they do no think that blacks will tune in in numbers needed to lure big advertisers and b) they do not care about showcasing black talent FIRST.
Expect to see black male hosts with "multicultural" female hosts.
*YAWN*
Why do I sense Keashia Cole's mother getting her own show????
My brother in-law just resigned from BET for this very reason - the black folks that work their, he said, are bougie sell outs - his words. Another reason was that he was there in the animation dept. but found that they did nothing for children - the reason he got into animation in the first place. Ironically, he went to Warner Brothers. Are they any better?
JustMe, he works at Warn-A-Brother now? That is great that he didn't drink BET koolaid. Great for him!
I'm fairly certain this will go over the heads of the College Hill and what's the other show...oh Harlem Heights crowd. But really VH1 had For the Love of Ray J so the foolishness has been extended now. I do have to say I liked My Two Cents on BETJ hosted by Hill Harper, Stacey Anne Chin and Crystal McCrary Anthony but I don't pay for that cable package anymore that carries it.
thank God for TVone.....
I don't hate on BET though, they are business owners and they're in this to make money. Why don't we shoot down every darn channel except Animal Planet and Discovery......cause they all show soft porn after 5. They make white people look just as dumb....just in different ways.
I've caught a few good shows on BETJ though, like discussion based programs and I was really into them.
uH~ forest for the trees.
They also have IFC, Sundance, Flix, History Channel, Biography Channel, Intl History Channel, PBS, MHZ, Comedy Central, Bravo, Logo, The Science Channel....
No they don't look dumb. They look complex, human.
I want a Black woman's Lifetime or Oxygen.
You have some great insight. I definitely believe that BET is no longer meant for black people. They are targeting others and using the black label as their stepping stone. It in no way caters to the diversity of all ppl of a darker pigment.
This is why our race will never get ahead because, when some black people go to college, they think they don't have to give back because "nobody" helped them get to where they are and that pisses me off. It's a shame that we still live with such slave mentality.
"This network will be “black” for about 15 days and then it will be a mix of BET, Telemundo, and that Christian network PAX"
-a mix of BET and Telemundo (Latino audience) wouldn't be so bad although it would have to be marketed this way
Everybody has really great insight :) sadly the days of providing political commentary and cultural awareness have slipped from the few channels left that target multicultural audiences...
I don't think Flavor of Love will be on BET Centric, but I think BET Centric will do well. TV One is not all that, nothing but reruns!!! Soul Train will be on BET Centric.
Will Centric be on basic cable package? I want to watch TV 1 but Cathy Hughes has it as part of the premium package in her deal w Comcast so I dont get it.
If Cathy wants to increase from 40mill to homes 2 100mill homes like BET, she needs 2 be on basic cable. I bet her that then EVERYONE will watch bc she has Living Single, For Your Love, All of Us, Thea, Hangin W Cooper, Martin & many many more AfrAm show that we love from the 90s.
Even earlier 80s show likes Cosby, Different World, Amen, 227 as well.
& of course the staples of Good Times + Sandford & Son!
the regular bet channel is targeted towards teenagers and all they play is crappy shows..atleast bet j had some good shows . i also feel centric (the new cable channel) is a mess i really hate it and bet only kept a little bit of their orginal shows ,the rest of the new shows seem to be crappy. i dont think i will give this new channel a chance but i will try..... (mood :upset)
I felt that Bet J was for the upscale African American people, because the network showed and played music that we would not hear on the radio and would educate us on the what is going on in the island. My favorite shows were the island lime line up. I got a chance to learn about the different places before going to visit them. Now I am stuck watching Vh1 and Mtv old reruns that people are tired of watching, because they have already played them to death. very disappointed and upset with the new direction they are going to.
Please help me understand what's sophisticated, upscale, and aspirational about this new network. It seems that it is more of the same, lacking the Bet brand with hopes of attracting more minority viewers. If it's true intent was as stated we would see more programming that educate and motivate us as a people with shows that focuses on finances, education, and spirituallity. Music videos do not cater to the audience they claim to target and would much rather the network go away than have members of another race decide and dictate what's best for us. It's so obvious that they believe that all we do is sing and dance. Much love to Kathy Hughes and TV One