As BET continues to chart its future outside the dying world of cable networks, the brand has formed its first-ever board of advisors that includes a mix of celebrities and executives.
The Paramount-owned media group announced Tuesday that the new board “will serve as a strategic and cultural sounding board” for the brand and help guide it “as BET expands its reach and continues to champion the voices and stories that move culture forward.” In other words, under the new leadership of Paramount Skydance, BET is looking for ways to develop and grow its audience outside of the TV channel that made it famous.
Joining the inaugural board of directors are BET founder Bob Johnson, musician and actress Queen Latifah, musical artist and actor LL Cool J, NFL vice president of football operations Troy Vincent, Lazard president Raymond J. McGuire and Paramount president of television media George Cheeks.
“BET has always been more than a platform. It is a cultural institution that has a responsibility to serve, reflect on, and develop our community,” BET President Lewis Carr said in a statement. “As we enter this next chapter, this council brings together leaders whose influence, perspective, and integrity will help ensure we continue to honor that responsibility as we build what comes next.”
The news arrives after Paramount Skydance CEO David Ellison confirmed he had no plans to sell BET to an outside buyer last year, although previous owner Paramount Global had been shopping around the brand previously. Instead, earlier this year, the parent company bought media mogul Tyler Perry’s stake in the BET+ streaming service as it consolidated the brand’s programming into Paramount+.
“BET is a cornerstone of Black culture and an essential part of Paramount’s portfolio and long-term content strategy,” BET President Carr wrote to employees at the time.
In addition to its primary cable channel, the 45-year-old media group operates FAST channels, studios and live events businesses and produces digital content. It has also recently dipped its toes into mini-dramas, partnering with aTwist to develop and distribute these bite-sized series, as the brand sought to reframe its brand for a multi-platform era.
