Black Entertainment Television (BET) is a prominent American television network that has played a significant role in shaping the landscape of entertainment for African Americans. Since its inception, BET has grown into one of the leading networks catering to Black audiences with a mix of original programming, music, drama series, movies, and cultural events. Over the years, the ownership of the network has shifted several times, from its founding under Robert L. Johnson to its current parent company, Paramount Global.
In this article, we will trace the history of BET’s ownership and examine its current status within the media conglomerate.
The Early Years of BET: Robert L. Johnson’s Vision
BET was founded in 1980 by Robert L. Johnson, a former cable television executive. Johnson saw an untapped market for content that specifically catered to the African American community. His vision was to create a network that would showcase the contributions and culture of Black people, at a time when mainstream television largely excluded African Americans from having a platform.
BET’s early programming focused primarily on music videos and concerts, especially with the launch of shows like “Video Soul” and “Rap City,” which became huge hits among Black audiences. As the network grew, it diversified its content to include talk shows, news programs, and sitcoms.
BET’s focus on Black culture and its distinctive programming strategy resonated with a wide audience, quickly propelling the network to national prominence. As the first Black-owned television network in U.S. history, BET not only made a mark on the entertainment industry but also became a powerful tool for representation. By 1991, it was available in over 20 million homes.
BET’s Expansion and Success Under Robert L. Johnson
Under Johnson’s leadership, BET expanded its reach and influence. The network became a cultural hub for African American communities, and its programs resonated with viewers across the country. Notable shows such as “The BET Awards,” “106 & Park,” and “Comic View” became mainstays of Black entertainment culture.
In 1991, Robert L. Johnson made history by becoming the first African American billionaire, thanks largely to the success of BET. This milestone was symbolic not only for Johnson but also for the broader African American community, as it represented a breakthrough in breaking barriers within the corporate media industry.
The Sale of BET: Viacom’s Acquisition
In 2001, after two decades of growth, Robert L. Johnson sold Black Entertainment Television to Viacom, the multinational mass media conglomerate led by media mogul Sumner Redstone. The sale was valued at approximately $3 billion, and it marked a pivotal shift in the ownership structure of the network.
The decision to sell BET came as Johnson sought to diversify his business ventures and personal investments. While BET was still a powerful entity, the sale to Viacom allowed the network to reach an even broader audience under a larger corporate umbrella. Johnson retained a seat on Viacom’s board of directors and received a significant payout from the sale, but the transition also meant that the network was no longer privately owned by an African American individual.
Viacom’s Ownership and Expansion
Viacom, now part of Paramount Global, acquired BET as part of its larger strategy to expand its portfolio of media assets. Viacom was an established leader in the television and film industries, with other notable properties such as MTV, Nickelodeon, and Comedy Central. The acquisition of BET added another influential network to Viacom’s collection, enabling it to continue its diversification into various market segments.
The move to incorporate BET into Viacom’s operations helped solidify BET’s position in the broader media landscape. With Viacom’s resources, the network could expand its programming, invest in original content, and develop new ventures. Under Viacom’s ownership, BET underwent several changes, including the launch of digital platforms like BET.com and the introduction of streaming services, such as BET+, a subscription-based service launched in 2019 in partnership with Tyler Perry Studios.
The Evolution of Viacom into Paramount Global
In 2021, ViacomCBS underwent a major rebranding, changing its corporate name to Paramount Global. This shift was intended to reflect the company’s broader focus on streaming and entertainment across multiple platforms. Paramount Global now oversees a diverse array of media properties, including CBS, Paramount Pictures, MTV, and of course, BET.
As part of this transformation, BET Networks remains a key part of Paramount Global’s entertainment portfolio. This includes its flagship BET channel, as well as BET Her, MTV2, and the BET+ streaming service.
Paramount Global’s Control Over BET Today
Today, Paramount Global owns and operates BET through its ViacomCBS Networks division. The company, which has a wide-reaching presence in television, film, and digital content, also owns other major networks and entertainment brands, such as CBS, MTV, Nickelodeon, and Comedy Central. Paramount Global’s ownership of BET means that the network is part of a much larger conglomerate, with a broader reach across different types of media and entertainment platforms.
While Paramount Global is the corporate parent of BET, the network continues to operate with a strong focus on content that reflects the African American experience. BET is still seen as a major player in Black culture, producing iconic events like “The BET Awards,” “The BET Hip Hop Awards,” and “Black Girls Rock!” Additionally, the network remains committed to telling stories that resonate with African American and multicultural audiences, particularly through its scripted series, films, and documentaries.
The Future of BET under Paramount Global
As Paramount Global continues to expand its presence in the digital and streaming space, the future of BET appears bright. The BET+ streaming service, in particular, represents a significant investment in on-demand content aimed at African American and multicultural audiences. The service, which launched in collaboration with Tyler Perry, includes a library of original shows, movies, and exclusive content.
In recent years, Paramount Global has also worked to expand BET’s brand internationally, with efforts to bring more culturally relevant content to global audiences. The growing importance of streaming platforms presents new opportunities for BET to diversify its reach and adapt to changing media consumption patterns, while continuing to honor its legacy of celebrating Black culture.
Conclusion
The ownership of BET has evolved significantly since its founding in 1980. Originally created by Robert L. Johnson as a network that would amplify African American voices in the entertainment industry, BET was later sold to Viacom in 2001, a move that positioned the network for even greater growth. Now under Paramount Global, BET remains a vital force in Black entertainment, with a growing focus on digital and streaming platforms. While its ownership has changed, the network’s commitment to serving the African American community and celebrating Black culture remains steadfast.
As Paramount Global continues to innovate and expand, the future of BET seems poised to reach new heights, ensuring that the legacy of Robert L. Johnson’s vision remains an integral part of the entertainment world for years to come.