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How did Robert Johnson market BET to be able to make millions of dollars from its...

How did Robert Johnson market BET to be able to make millions of dollars from its sale? Are there any tactics you liked? Is there anything you would do differently?

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Answer #1

Robert founded Black Entertainment Television (BET) in 1970s as he knew that cable television was gaining popularity and was the next big thing in entertainment industry.

He wanted to start a channel that would be targeted to young black american population. The network did this by showing reruns of popular black sitcoms and also had music videos. Earlier, the network used to run for couple of hours a week. Only later, it became a full-fledged TV channel. It even launched a news program called BET News. It hosted programs and other specials such as Black Man Speak Out: The Aftermath. This was pertaining / related to the riots of Los Angeles, which had occured in 1992.

Thus, by targeting a niche or specific segment of the market, Robert marketed BET, which was later sold for $ 3 billion to Viacom.

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