BET CEO Lee: Avoiding ‘Train Wrecks’ is Part of the New Brand Strategy

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By Tonya Garcia Comment

BET is busy trying to shake off negative talk surrounding the company, which has been accused of perpetuating stereotypes about Blacks and women with its programming, relying too much on music-related entertainment, and “selling out” following the Viacom purchase in 2001.

In today’s “So What Do You Do” feature, Mediabistro talks with BET chairwoman and CEO Debra Lee, who discusses the company’s brand strategy. Many BET programs are reality shows, which Lee says are “tricky.”

“The ones that do the best are the train wrecks and we try to stay away from that as we build our new brand strategy, where we’re trying to inspire and motivate folks,” she tells Mediabistro. There are also scripted programs in the works and Lee says there are fewer music videos on the air.

BET reaches 89 million households with news, entertainment, and more. Click here to read more from Lee about its brand and programming.