BET.com

Black Entertainment Television, a leading cable programmer starts BET.com, an Internet portal aimed towards African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a fast-moving, highly competitive environment. BET.com to two decisions: 1) whether access to the Internet service bundle with its ethnic portal, and 2) whether strictly target African-Americans or even to the “urban market”, a young … Read more »

Black Entertainment Television, a leading cable programmer starts BET.com, an Internet portal aimed towards African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a fast-moving, highly competitive environment. BET.com to two decisions: 1) whether access to the Internet service bundle with its ethnic portal, and 2) whether strictly target African-Americans or even to the “urban market”, a young (15-24 years), cross- racial segment with distinctive tastes in music and fashion and part of the core audience for the BET cable programming.
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from
Thomas R. Eisenmann,
Pauline Fischer
Source: Harvard Business School
25 pages.
Release Date: 02 February, 2000. Prod #: 800283-PDF-ENG
BET.com HBR case solution