Hip-Hop 2.0: BET’s Hip-Hop Vs. America Available on Web

What a novel idea, making what’s probably going to be one of your most watched programs a Webisode as well as a television program. It looks like BET has really begun to understand what they’re supposed to use BET on Blast for. (Though they still haven’t integrated it (BET on Blast) into BET.com proper yet. Please, just put a media player with most recent video in a multimedia box on your home page. Please. Though I must say major props to finally overhauling the home page and other areas of the site, but I’ll save the rest of my comments for a post exclusively about the new site features shortly.)

BET realizes this will be one of the most widely viewed programs for its network, outside of the various award shows and American Gangster, and well of course those syndicated reruns of The Wire. In that regard, this move makes about as much sense as any business strategy ever could.

As for Hip-Hop Vs. America itselr, I haven’t yet watched the program, but at least now I don’t have to check schedules to find out when it’s airing or even turn on BET on my television. This is a great move for connecting with customers as well as clients. This is an easy 360 advertising play. Say if I were Chevy, I’d buy air time and Web video time in one package, and cut overall costs by getting a deal on purchasing an extended package. Brand awareness hits the consumer in two places — BAM!! I’ve already discussed the benefits for the consumer — the show is now on demand, watchable anytime, anyplace.

About the Author
Lynne d Johnson is SVP, Social Media at the Advertising Research Foundation, where she guides members on how they can best utilize social media to gain insights and achieve their business objectives, directs the activities of the ARF’s Social Media Council, and expands the ARF’s social media presence. Previously she was Director, Social Media (and Senior Editor/Community Director) for FastCompany.com, a leading website and community for people passionate about business ideas also offering the complete content of Fast Company magazine. There she wrote Digital Media Diva, a technology blog following web, media, and consumer trends. As a consultant Lynne works with technology and Web clients in the areas of content, community, and brand strategy. Prior to joining Fast Company, she was the General Manager, New Media for VIBE, SPIN, and VIBE Vixen where she she managed marketing, editorial, production, business development, and sales operations for the magazines’ websites and mobile properties. Lynne also serves on the Board of Directors of the Literary Freedom Project, the advisory board of Black Web 2.0, and the Key Influencers of Interactive One. Her personal blog, Lynne d Johnson || music, media, my life, which launched in July 2001, is the recipient of the 2006 Black Weblog Awards Black Blogger Achievement Award.
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