Publications
Publications
- February 2000 (Revised May 2001)
- HBS Case Collection
BET.com
By: Thomas R. Eisenmann and Pauline M Fischer
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; 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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