The message at BET’s upfront in the heart of Times Square last night was articulated within the first 30 seconds of the evening. “Simply put,” said BET president and CEO Debrah L. Lee. “It’s a brand-new game for BET networks.”
Two years ago, BET embarked on a vast rebranding effort, soliciting feedback via a survey of 83,000 viewers and subsequently bringing in new talent and programming to meet demand uncovered in that process. “Our audience wanted us to respect them, reflect their lifestyle, and elevate them to a better place,” said BET president of media sales Louis Carr.
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