Make B.E.T Black Again: B.E.T And Its Diversity Problem
By: Prince Hakeem
January 25, 1980, was the day when a television network solely geared towards the African American demographic first launched on television. Black Entertainment Television, or B.E.T, was initially created to be the go-to spot for prominent African American-centered programming, ranging from entertainment, news, public affairs, and so on.
The network was founded by former cable industry lobbyist Robert L. Johnson with a $15,000 loan and $500,000 investment from media executive John Malone. Starting with altruistic intentions, Johnson saw the dearth of positive depictions of the black community at the time and sought to fill that void. In its first year, B.E.T started with two hours of weekly programming comprised of music videos and reruns of black sitcoms. It wasn't until 1983 B.E.T became fully independent of any channel or programming block as a network.
By the mid-80s the company started to turn a profit after making some changes to its format. In 1985 B.E.T diversified itself by featuring politically-oriented news programs, comedy showcases, talk shows, and sports features. Things began to take off with the launch of the Ed Gordon hosted BET News show in 1988.
The network continued to flourish throughout the 90s with other news programs and specials, including Black Men Speak Out: The Aftermath, Our Voices, and Lead Story. Gordon was at the helm of many of these interview specials and news shows. More notably, B.E.T premiered the talk show 'BET Talk', later called ‘BET Tonight’, in 1996, hosted by Travis Smiley. Indeed, it was a great time to be a viewer of this burgeoning network focused on black people. B.E.T's strength came from its diversity in programming, vast perspectives, and focus on the black influence within pop culture and entertainment.
However, things started to take a downward turn at the start of the new century. By 2002, B.E.T went through a restructuring phase where it leaned heavily into its entertainment programs primarily airing rap videos. The network canceled nearly all of its news staff and news programs. 'BET Nightly News' remained until its cancellation in 2005.
Next came the wave of toxic, yet fun, reality television shows. Full disclaimer, this isn't an attack on rap/hip-hop's merit and value within the black community. Some of the network's greatest achievements, such as '106 & Park', 'BET Uncut, 'College Hill' and 'Baldwin Hills', came about during this time. Rather, B.E.T's insistent and singular focus on comedy and shallow aspects within hip-hop are what caused the downtrend in quality and reputation. It was telling the world this is what being black is all about.
You don't have to take my word as gospel. B.E.T has been put through the wringer, facing harsh criticism from prominent voices in the black community. Filmmaker Spike Lee once slandered B.E.T for lacking serious entertainment and rap music which promotes ignorance. Finance professor Dr. Boyce Watkins claimed the network was operating on the same game plan as the Ku Klux Klan.
Producer and cartoonist Aaron McGruder famously roasted B.E.T in an episode of the beloved animated show The Boondocks. “The Hunger Strike” episode parodied B.E.T as an evil organization hell-bent on the destruction of the black community. McGruder continued the criticism, claiming executives failed to elevate network standards. While all the woes within the black community cannot be laid at the feet of B.E.T, they haven't helped.
These critics and others have asserted that B.E.T's programming perpetuates harmful stereotypes for ratings and bottom-line business. They further claim the television network promotes and justifies sexism, racism, tired tropes, and a one-dimensional view on black culture and community today. Not much has changed in several of those regards. Despite marrying itself to the lackluster writing and production of a religious, yet, loveable Tyler Perry, B.E.T is a mixture of trap-bougie-Atlanta meets Soul Plane.
Nonetheless, it's never too late for a course correction. The answer is staring them right in the face. Take a page from the beginning years, and return to having a pallet of different programming and entertainment genres. Since we're in the age of inclusion and diversity, this is a call for B.E.T to be proactive and lead the charge in that respect. B.E.T wants to tote itself as the network which represents and celebrates black culture, right? If so, they need to do that for "all" within the spectrum of black culture.
The black identity and culture have more than grown past American borders. The visibility and consciousness of blackness are on the world stage now. There is no way we can preach and dictate conversations with general white and non-black mainstream pop culture about diverse blackness and how's it's moved beyond pigeon-holed stereotypes if we do not hold one of its platforms to the same standards. The quality of content and production informs audiences about the demographics it represents.
This can start with its crown achievement, the B.E.T Awards. Remember blackness being vast and diverse in today's cultural landscape? Let's look at the entertainment side of things for example. The surge of visibility of black country artists has slowly become clear to see. Country artists such as Mickey Guyton, Rissi Palmer, Reyna Roberts, Jimmie Allen, and Ashlie Amber should be performing at the B.E.T Awards and Black Girls Rock. They're systematically undervalued and disrespected within the country music industry.
It's time to bring these artists in and create a home for the black country fans who love and follow their music. Allow them to feel seen. Black k-pop fans virtually run Twitter at this point. They get their favorite bands and acts trending all the time it appears. B.E.T could tap into that energy and fandom by creating an interactive space for them during B.E.T Experience weekend. In regards to politics, this past election has more than proven that the black community is not homogenous in its ideologies. Newsflash! Black Republicans exist, and it's high time we, as a culture, acknowledge that and bring them in. Their voices matter as well.
Lastly, Black Twitter is internet and pop culture. From memes to challenges, to the latest catchphrases, and slang. Content creators like Mark Phillips of RDCWorld and Josiah Johnson should be in the building helping to bring the internet to tv screens. B.E.T should be scouring black Twitter as a viral think tank for innovative content and cultural representation. The future is now.
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