BET considers firm hire for image blitz

WASHINGTON, DC: Black Entertainment Television Networks (BET), far and away the country’s largest minority-targeted media conglomerate, is launching an extensive marketing effort and may be looking for a PR agency of record.

WASHINGTON, DC: Black Entertainment Television Networks (BET), far and away the country’s largest minority-targeted media conglomerate, is launching an extensive marketing effort and may be looking for a PR agency of record.

WASHINGTON, DC: Black Entertainment Television Networks (BET), far

and away the country’s largest minority-targeted media conglomerate, is

launching an extensive marketing effort and may be looking for a PR

agency of record.



BET - which boasts interests in cable television, publishing and the

Internet - has only worked with a handful of PR firms in the past. Most

recently, the company retained AlexanderOgilvy for the February launch

of BET.com, a dollars 35 million partnership with Microsoft, USA

Network, News Corp. and Liberty Digital Media.



VP of corporate communications Michael Lewellen, who recently arrived at

BET from Fox, said hiring a PR firm is ’within the realm of

possibility.’ While no timetable has been set, he said PR is a

’long-range objective,’ especially as BET approaches its 20th

anniversary.



Lewellen said the company will likely focus its marketing efforts on

educating trade media and its predominantly black audience on the

diversity of the company’s holdings.



He added that if BET decides to hire a firm, the company will not limit

its search to minority-owned agencies. Still, he conceded that being

black-owned ’bodes well’ for possible suitors.



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