American Press Institute Not Just News 2004

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American Press InstituteNot Just News - 2004
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Salient Data Points About BET / BET.com

• BET is the most recognizable brand in Black
  America
• BET is culturally defining medium
• BETs on-air and online programming is relevant
  to many aspects of the African American lifestyle
• The BET viewer and audience is the trendsetter
  -- in music, fashion, language and more
• BET.com is the leading online African American
  content provider
• BET.com creates award winning content tailored to
  the African American consumer
• BET network reaches over 74 million households
• Overall, BET network and BET.com represent broad
  demographic groups with diverse interests,
  programs and programming / content preferences

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BET.com is the 1 Online Media Platform for
African Americans
Critical Acclaim
Traffic Statistics
5.6 Million

• A Goliath in Urban Internet Programming

• Most Comprehensive African American Offering

2.7 Million
1.7 Million

• Best Online News Project
• Best Use of Interactivity

• 1 African American Website for 2001 and 2002

(1)
(1)

• Interactive Design Magazine Bronze Medal for
  Interactive Design (2003) for Hollogram
  Application.

____________________ 1) DART, December 2003
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BET.com Has Attractive Audience Demographics(1)
Gender (Registered Users)
Gender
33 Male
49 Male
51 Female
66 Female
Income
Age (Registered Users)
Age2
____________________ 1) comScore 2) 5 between
2 12 and 1 65 3) 13 are outside of age
ranges specified or did not report age
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African American Online Population

• Of the approximate 9.6 million African Americans
  Online1, below is how they stack up against the
  general online population as well as BET.coms
  Audience

Source 1. comScore , Spring 2003 2. _at_ Plan,
Relative to the general Internet population -
Winter 2004
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BET.com Produces Original, Award-Winning Content
Tailored to African Americans

• Awards Include
• Scripps Howard New Media Finalist - Crack Up in
  Smoke report
• Nancy Dickerson Whitehead - Special mention award
  for reporting on addiction
• National Assoc. of Black Journalist - Online
  News project (3rd place)

Health
News
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These Online Users are THE Core African American
Consumer
BET.com users over index in the following online
activity categories compared to average online
population an ideal environment for Yahoo!
Top 15 Online Activities (1)
1) Nielsen Net Ratings _at_ Plan, Relative to the
general Internet population - March 2004
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And is a Leader in Convergence Programming
Convergent Initiatives
BET.com On-Line Elements
BET Network On-Air Elements
Award winning online series dedicated to
exploring issues faced by the African American
family.

• Interactive content elements and feature stories
• User surveys, polls and submissions

• Complimentary feature stories on BET Nightly News
  
• User submission results aired on BET Nightly News

High-profile series dedicated to improving the
wealth and economic power of African American
individuals and communities.

• Interactive financial planning resources tailored
  to BET.coms audience
• Black America Saves Club

• Complimentary feature stories on BET Nightly News

Building Black Wealth
106 Park, The 1 music video show on
television, features the top 10 videos of the day
selected by BET.coms visitors

• 106 Parks Top 10 videos programmed by BET.com
  users.
• Virtual hosts aired during show

• BET.com users vote for top ten videos each day
• Users create virtual hosts to introduce videos

• Dedicated 30 second commercials promoting the
  Get it First, Get it Fast assets and artists.

An multi-platform campaign promoting BET.coms
exclusive digital music assets from the hottest
urban artists

• Digital music downloads, including albums,
  singles, videos and remixes
• Exclusive artist information

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And Convergence Initiatives and Promotions
Convergent Initiatives
BET.com On-Line Elements
BET Network On-Air Elements
BET / BET.coms campaign to focus on HIV/AIDS in
the African American Commuity.

• Celebrity Auction
• Short Film Contest Submission

• Public Service Announcements
• In-Market events

BET Foundation initiative to focus on the issue
of obesity in the African American community.
60 of AAs are overweight, particularly AA women.

• Public Service Announcements
• Integrated Messaging BET Nightly News, 106
  Park

• A Health BET dedicated Channel
• Promotional Contest
• Interactive Tools BMI, Calorie Burner, etc.

A joint BET / BET.com public service campaign to
register voters for the upcoming election.

• 1 million in on-air advertising
• Celebrity endorsement spots

• Online voter registration application
• Political Content

• Dedicated 30 second commercials promoting the
  Contest
• Celebrity Winner appearance on 106 Park

A celebrity look-alike contest where BET users
submit their photographs for a chance to have the
BET audience vote / rank them.

• Contest entry / user submission
• Voting