BET to Launch a New Cable Channel
BET will launch a new cable channel in its effort to attract middle-aged African-Americans.
Viacom's BET (Black Entertainment Television) announced the launch of a new channel, set to target middle-aged African-Americans, Reuters is reporting. With the addition of the new channel, Centric, BET is expected to close BET J, its Jazz channel, according to the Los Angeles Times, although there has been no confirmation. The new channel will launch in the fourth quarter of 2009.
The network's President and COO, Scott Mills, introduced Centric during the "annual 'upfront' presentation to advertisers." The channel will launch in approximately 45 million homes and is described to be "central to the African American adult experience."