BET.com Case. Solution

Black Entertainment Television, a well reputed cable programmer in USA, is launching a site online on its title’s initials i.e. BET. This new web portal would cater to entertainment needs of the African-Americans. Furthermore, this case analyzes the challenges facing BET direction as it defines its service offerings and target customer segments in a quick-moving, highly competitive environment. BET.com faces two decisions: 1) whether to bundle Internet access service with its ethnic portal; and 2) whether to just target African Americans or also pursue the "urban marketplace," a young (aged 15-24), cross-racial section with distinctive tastes in music and fashion and part of the core audience for BET's cable programming.

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP

PUBLICATION DATE: February 02, 2000