Bob Johnson’s Newest Venture: Urban Television with an Interactive Twist

December 3, 2008

Founder of Black Entertainment Television Bob Johnson is using his knowledge of the television industry to create a unique new business model with his latest Urban Television venture. Teaming up with ION Media Networks, Johnson’s new Urban Television venture may reside on ION’s 42 channels. The joint venture has filed an application with the Federal Communications Commission for approval of a share-time license to make the network a reality.

What makes this deal so special is its unique business model. Unlike traditional television which licenses and acquires programs for their respective channels, Johnson’s newest venture would form partnerships with producers, who could buy blocks of airtime and sell their own advertising for a revenue split.

“The intent is to do something really innovative and not duplicate what I did at BET or even the traditional broadcast model,” said Johnson. “I don’t know if it will work, but I’m willing to give it a try.”

Johnson is also eyeing cross-platform possibilities for the venture, which potentially could stretch to the Internet, where his firm RLJ Companies is developing a website, dubbed Point of U, that would have a similar programming focus.

“I like the idea of companioning a broadcast concept with an interactive platform,” he said. “Why do we always have to go back to that old model that says this is how television has to be?”

Source

Category: Digital Media, News, Strategy, web 2.0 | Tags: bob johnson, internet, point of u, television, urban televison

Kamau

I think this is a good business model if it can last but in respect to all the tommin' Mr. Johnson did for Clinton I have a feeling the highest bidders for programs on his station will be no different than the programs on BET. Unless people like Bill Cosby, Oprah, Danny Glover, Denzel Washington, Spike Lee, Harry Belafonte, Black Family Channel producers, and etc sign on and help with the programming. Though that's unlikely. With this biz model the producers will have a very large say so and we have remember it is young white middle class Americans who determine, through financial support, what "urban" programming is successful and what is not successful.

Markus

@Kamau I think you may be right about the highest bidders. Instead of the best shows showing during "primetime" hours, it will be the shows with the most capital. The ultimate question is how they use the internet to capture eyeballs, that could be the great equalizer.

blackweb20

Very interesting, I am glad to see it won't another pure content-play.
@Kamau @Markus I am hopping the programming won't be solely on the "highest bidder" especially since there is an online component to this venture. It would make sense to bridge the gap by allowing their audience online to help determine the programming versus solely on who has the most capital. While I think Bob Johnson and his team can launch a successful broadcast channel I am not sure if I can say the same for an online component to support this effort, especially if there is some UGC involved. They have had UGC initiatives in the past but haven't proved success in that area just yet.

Candy2

I think BJ is a monster to the Black community. He took and took then left BET with strippers and r rated videos. The generation that watched BET at that time are messed up. Then he left the channel to his ex-mistress, this is madness. Now he wants to come back and finish off the dirty work. He should have thought about maybe "I want to come back to black people ' when he turned his back on Black people during the elections. Where's Hiliary now, kissing Barack 's behind. Your next BOB!