A Profile of
By Davene Swinson
Everyone is familiar with BET for its music
videos, Teen Summit and weekly movies;
however, how much do we actually know
about the first and only black-owned and operated
corporation?
BET, Black Entertainment Television, was
founded on Aug. 8, 1979, by Robert L. Johnson.
The cable network first aired in January as an
advertisor-supported, basic cable television service,
airing two hours every Friday night. Today, BET is
a 24-hour showcase of music videos, live perfor
mances, sitcoms, news and public affairs targeted
for African-American viewers.
Committed to maximizing its value and to
establishing BET as the most valued consumer
brand within the African-American community,
BET Holdings Inc. is the parent company of BET.
BET Holdings Inc. has created four additional pro
gramming service — BET on Jazz: The Cable
Jazz Channel, BET Action Pay-Per-View, BET
Movies/STARZ!, and BET Gospel. Outside the
realm of cable television, this company has estab
lished “Emerge”, “BET Weekend”, and “Heart and
Soul” magazines; BET Direct; BET SoundStage
restaurants; and BET Financial Services. Having
partnered with corporations such as Microsoft,
Walt Disney World Resorts and Hilton Hotels,
BET Holdings Inc. has reached into almost every
area of entertainment and media.
Robert L. Johnson, the founder, CEO and
chairman of BET, was the vice president of
Government Relations for the National Cable
t
Television Association at the time of his concep
tion of BET. He currently serves on the boards of
US Airways, General Mills and the United Negro
College Fund. Johnson has received major awards
from several different organizations, such as the
NAACP Image Award, a Distinguished Alumni
Award from Princeton University, and Cablevision
Magazine’s 20/20 Vision Award.
BET recently took on the projects of BET
Pictures II, BET Arabesque Films, Arabesque
Books and BET SoundStage Club. As the next
century approaches, one should look forward to
what BET has in store for the African-American
community.
December 1999
10