Black Equity Television: Why Paramount Global Should Turn BET Into a Community-Owned Network (Guest Column)
Kyle Bowser Recent news reports suggest Paramount Global may be considering a sale of its cable channel BET. Further reports identify media moguls Tyler Perry, Byron Allen, Sean “Diddy” Combs and a partnership comprised of Shaquille O’Neil, 50 Cent, and Kenya Barris as prospective buyers of the platform, which was originally created to offer programing targeted toward Black viewers. Each of these potential suitors is more than worthy of the opportunity to helm such a significant portal of Black imagery. Still, a greater agenda raises additional considerations and a distinctive option for ownership. Founded by Robert L. Johnson in 1980, BET has been a primary hub for Black-themed content since its inception. Johnson sold the cable channel to Viacom in 2001 for $3 billion, resulting in an infusion of capital and infrastructure expansion, to include the addition of BET+ and BET Her. The broadcast schedule is populated with original scripted and unscripted programming, as well as acquired off-net fare, with daily viewership currently hovering near 1.7 million and annual ad revenues exceeding $215 million. While the mere existence of BET has demonstrated the power of the Black economy, its celebration of Black culture further highlights its prominence and influence.