BET.com Harvard Case Solution & Analysis

Black Entertainment Television, leading cable programmer begins BET.com, the Internet portal focused on African-Americans. This case challenges facing BET management as it defines its offered services and target segments of customers in the fast-moving, highly competitive environment. BET.com are two solutions: 1) whether to connect the Internet with its ethnic portal, and 2) whether to strictly target African-Americans or to continue the "urban market", young (15-24), cross-racial segment distinctive taste in music and fashion, and part of the core audience for cable programming RATES. "Hide
by Thomas R. Eisenmann, Pauline Fisher Source: Harvard Business School 25 pages. Publication Date: February 2, 2000. Prod. #: 800283-PDF-ENG

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