BET.com

Case Solution

Thomas R. Eisenmann, Pauline Fischer
Harvard Business School ()

Black Entertainment Television, a leading cable programmer, launches BET.com, an Internet portal for African Americans. In this case, it examines the challenges BET management faces in defining its service offerings and target customer segments in a fast-paced and highly competitive environment. BET.com faces two decisions: 1) whether to bundle the Internet access service with its ethnic portal; and 2) whether one is exclusively targeting African Americans or is also pursuing the “urban market”, a youthful (1524 yr.), interracial segment with a distinctive taste for music and fashion and part of the core audience for BET’s cable show. .

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