BET FROM THE BEGINNING

By Christian Spencer

On Jan. 25, 1980, Robert Johnson founded Black Entertainment Television (BET), a TV network dedicated to content specifically designed for Black audiences. Billionaire John Malone played a pivotal role in the launch of BET by providing a crucial $515,000 investment and loan, Business Insider reported.

He not only supported the network financially but also became a close friend, advisor, and significant influence on founder Robert L. Johnson's career. Initially, BET aired as a two-hour weekly programming block on the Madison Square Garden Sports Network, which later became the USA Network.

In 1983, BET emerged as a standalone entity. Sheila Johnson, Robert's wife at the time, was also instrumental in BET’s early success. She sold her prized violin to raise capital and secure office space for the network. The BET logo, featuring a star representing "Black Star Power," was designed by Cheryl D. Miller.’

In 2001, Johnson sold BET to Viacom, for $3 billion.

A NEW ERA AT BET.COM

BET announced its online platform, BET.com, in August 1999. The digital initiative was created to broaden the network's reach by offering a digital hub for accessing Black culture online, enhancing accessibility beyond television.

According to the Tampa Bay Times, the website was a $35-million venture backed by a consortium including BET Holdings, USA Networks, and Microsoft. BET.com was a game-changer in the Black cultural sphere.

It is important to note that while BET.com wasn't the first Black-oriented news website— it was preceded by competitors like Tribune Co.'s Blackvoices.com and AOL's NetNoir.com. This move was greatly supported by Microsoft's chairman, Bill Gates, who took on an investor role offering potential links to Microsoft's sites and technological support.

Throughout its four decades of leadership, branding, and ownership changes, BET.com has consistently maintained a strong connection with its Black audience. As of 2024, third-party analytics from Similarweb indicate that BET.com is ranked No. 17,812 globally. In its specific category, "Streaming & Online TV," BET.com holds the No. 135 position, demonstrating its ongoing relevance and significant presence in the digital landscape for Black entertainment and content.

BET.COM LEADERSHIP RIGHT NOW

BET.com's audience demographics, though not officially disclosed by the organization, can be inferred from BET+, its streaming service. BET+'s viewership is approximately 39 percent male and 61 percent female, suggesting that BET.com also likely appeals strongly to African American women.

Today, key figures integral to BET.com and BET+ include:

Scott M. Mills, President and CEO of BET Media Group, who directs BET's digital strategy, overseeing the evolution of platforms like BET.com.

Kimberly Paige, Executive Vice President and Chief Marketing Officer, responsible for driving marketing efforts across BET's digital landscape, including its online platforms.

Mia Scott-Aime, Vice President of Corporate Communications, overseeing communications for BET's digital initiatives, including updates and features on BET.com.

Aaron Bastian, Senior Director of BET+ Communications, specializing in communications for BET+'s streaming service, separate from the main BET.com platform.

ROUGH SHAKE UP

There is a significant issue at Paramount right now. Paramount and Warner Bros. failed to reach a merger deal. Additionally, Paramount attempted to sell BET but couldn't find a buyer. Tyler Perry expressed offense at what Paramount executives were offering.

When our team tried to see if there were freelance gigs at BET, an editor told said that BET newsroom isn’t doing well, but spared details. A former editor said, in private, that the environment is toxic.

The BET Managing Editor, Wendy Wilson left the network in June month. Both Spencer and Darralynn Hutson from the Stylists Suite worked under Wilson. BET is currently going through a rough shakeup.