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  • February 2000 (Revised May 2001)
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BET.com

By: Thomas R. Eisenmann and Pauline M Fischer
  • Format:Print
  • | Pages:25
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Abstract

Black Entertainment Television, a leading cable programmer, is launching BET.com, an Internet portal targeted toward African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a fast-moving, highly competitive environment. BET.com faces two decisions: 1) whether to bundle Internet access service with its ethnic portal; and 2) whether to strictly target African-Americans or also pursue the "urban market," a young (aged 15-24), cross-racial segment with distinctive tastes in music and fashion and part of the core audience for BET's cable programming.

Keywords

Product Positioning; Ethnicity; Internet and the Web; Age; Race; Decision Choices and Conditions; Business Startups; Entertainment and Recreation Industry; United States

Citation

Eisenmann, Thomas R., and Pauline M Fischer. "BET.com." Harvard Business School Case 800-283, February 2000. (Revised May 2001.)
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About The Author

Thomas R. Eisenmann

Entrepreneurial Management
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