BET To Offer New Channel For Adults
April 23, 2009 at 5:11 AM (PT)
VIACOM, the owner of BET, is forming a new cable television channel for middle-aged African-Americans, heightening the competition for the minority viewing audience, reports THE NEW YORK TIMES, which writes "the channel, to be named CENTRIC and scheduled to make its debut in OCTOBER, will be formally announced at an event for advertisers THURSDAY night. CENTRIC will complement BET, executives say, by appealing to an older and more affluent audience."
"The 29-year-old BET, available in 89 million homes, is the dominant network for black audiences. It attracts roughly four times as many viewers as TV ONE, its main competitor, which is owned by COMCAST and RADIO ONE and available in about 47 million homes.
"Cable channel start-ups are rare. With hundreds of channels already in operation, new ones often struggle to earn a spot on cable lineups, but VIACOM said it would be able to assemble 45 million homes for the premiere of CENTRIC."