Bob Johnson Speaks on Urban Television (Part 1)
I had the chance to sit down with BET founder and entrepreneur, Bob Johnson to discuss a range of topics including his latest venture Urban Television. Bob and I talked about the fundamental differences between BET and Urban Television, in particularly the way programs will be vetted and scheduled. In addition to Urban Television, we also discussed his utilization of streaming video at the Charlotte Jumper Classic as well as entrepreneurship and his experiences at BET. The interview has been broken up into 3 segments. Part one is below let us know what you think and stay tuned for the rest of the interview.
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About the Author Angela Benton is the Founder and Publisher of BlackWeb20.com. Her experience spans a variety of industries including consultative relationships with companies such as UPS, Bizjournals.com, Realestate.com, and Lendingtree.com.
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Dede – very, very well said (only one I used was election one, also). I cosign on: screen real estate is at a premium, what value does it add, and (as you stated) the product has to be on point – period. Actually, that's usually the problem with the new folks – they inundate their visitors with widgets and Adsense stuff before they concentrate on their product.
Herb.
Dede – very, very well said (only one I used was election one, also). I cosign on: screen real estate is at a premium, what value does it add, and (as you stated) the product has to be on point – period. Actually, that's usually the problem with the new folks – they inundate their visitors with widgets and Adsense stuff before they concentrate on their product.
Herb.
Yup – I am in Atlanta too – he went to Morehouse right? Not sure though.
I don't really like widgets – I presonally don't use them on my site, unless it is something I had to post. But, most publishers I know don't have widgets on there site. If you do see them they are on blogs – but I can't say I have actually clicked any. Also lots of publishers don't have a place on their site for it, unless its in a post. I can't and wont place a widget on my site the need is not there and my design of my site don't allow for it.
The only widget I have put on my site was a CNN Electorial WIdget for he election last year and that was a post on our daily news blog and I knew my audience wanted it. And if you notice, one these publishers grow and get a professional designed site – the widgets get dropped.
Since we are talking about it – I would love to know how our demo uses widgets, as well as a report from bloggers that have widgets – meaning do the ones they use or are placed on other sites really bring in traffic. Any research on this?
As for your platform using them [widgets] – I have never seen a widget for a video site so I don't know how they would work (meaning a video based site – with a widget with links to drive traffic back.
The one thing that comes to my mind is why would I place a widget on my site to drive traffic to another site – for me it has to be two reasons – it's a online friend that I want to support and help or I LOVE the sites content and want to share it with everyone, but even then I wouldn't put a widget I would just present it to our readers.
In my opinion a widget does not bring any value to my readers. Also for me – if I don't like the content – then I am not going to put it in front of my audience – it's like I would be cosigning or supporting a product I am not in love it or back.
Articles on Widgets:
http://www.businessweek.com/technology/content/…
http://chiefmarketer.com/Channels/online/web_wi…
My advice is get the design and content together, as well as get your traffic to a point where you have a big following then introduce the widget – cause they seem to only work for sites with a big following and the big sites are not using them to drive traffic – they are creating them as add-ons for their advertisers to help them (the ad client) to get visibility for a campaign or application – but if you are using this for brand visibility and traffic – I honestly don't see this strategy working.
Also, I hope you are not thinking of this widget as a affliate or ad network – meaning if a publisher puts in on their site you pay them or something. Cause that sounds kinda different and different in a bad way. Your target “Premium Publishers” will see this coming a mile away and it won't get any traction. In this day and age when publishers get approached by companies trying to do this daily – you won't get your foot in the door before you hear “no thanks”.
Traffic and visiibilty can't be bought —well it can for a little while — but if the product is not where it needs to be when they show up you risk the chance of them never coming back or giving your brand the time of day again.
I'm no expert though…really…
Hi Dede, You are very welcome. So you know the guys at Broken Curve? Cool, what a small world. I actually know about them because they are in Atlanta and one of the founders went to the Atlanta University Center. But ok, I think I get where you are coming from on that and it makes sense.
In terms of widgets, yes, you got it right on the money. Basically, publishers tailor the widget to their sites-picking the news, movie, or other video content from Africast that is relevant to the themselves-the publishers. It is essentially a premium white label content add on for the publisher and for Africast it is distribution. There is more to it and I must say also, that this is something that I am personally involved in. As a matter of fact, if you don't mind discussing it further-I think its a topic that we'd like to revisit with you within the near future.
Please let me know. Thanks.
Thanks again – cool. I actually know Stanley with Broken Curve/Dime Wars – great guy! But, that is not what I am looking for either as a viewer and new media enthusiast. Basically, I want a full network online that is high quality of shows for our demo/audience. I think no one has tried to do it on a high quality level and actually try to work with directors/writers/producers like Mara Brock Akil, Chris Rock and others all at one time to bring there ideas and shows to a specific online channel – meaning like a black HULU. If you look at their model – it's shows and clips from shows – I would love to know if they cancel a show like “Girlfriends” or “The Game” I know It will be picked up or still run online only. That is what I would like to see.
When you say “widgets” do you mean that the video is embeddable on other sites? Or are you saying that a viral widget showing the content from the site that lives on other sites to direct traffic?
Stanley is just trying to get any content in there – yeah it's cool content – but not what I would be checking for. Same for Africast – cool – but nothing something I would go crazy over. The outlet needs to be something that will cause a crazy following and in my eyes bringing new and old successful shows will get things rolling quickly and create quite the following.
Hi Dede,
No problem. I appreciate the response. And can see where you are coming from with the programming piece-especially for African Americans. But the way that these types of platforms get traffic is primarily through the widget distribution. So the traffic levels for such services will depend upon which sites the widgets are on. If premium publishers buy into the idea, then viral growth would likely follow. there is another company that is doing something similar called broken curve. Similar to Africast their concept was originally aimed at one of the Diaspora groups-Jamaicans, but is attempting to harness the spill over effect to target African Americans.
Thanks for responding! That's great to see but “Africast” is not what I am visualizing when I think of a black HULU. The concept is great and I will support, but the quality level is not there yet. Also, I don't see if pulling in to many visitors mainly because of the content and the design. I think if someone comes up with a quality site with a great design and user interface with new pilots that Hollywood wouldn't pick up and shows that got cancelled such as Girlfriends – it will do very well – very very well.
Dede, did you know that there is a concept similar to what you mentioned,
“I would think they should do a black or multicultural HULU (http://www.hulu.com) – that would be the best move” already out. One of the people behind it is Robert Townsend [www.Africast.com]. At present they have lots of African content and my understanding is that they are doing some things on this side of the water too.
Has anyone here been following the evolution / challenges at (Al Gore's) CurrentTV? If you're not familiar with CurrentTV (http://www.current.com) , you only have to look as far as Radio to find a similar model to what Mr. Johnson is describing as the model for Urban Television. In fact Crawford Broadcasting in Chicago has just leased the weekday morning daypart on 106.3 to the Reach Media / Tom Joyner Morning show. This model works and is proven in radio. In TV, not so much successfully. The hurdles I think include the incredibly fragmented choices of the entire media landscape and very specifically, the long tail of the Internet which continues to enable so much choice and innovative content creation from the consumer community already that a platform like Urban Television may be obsolete before the FCC even gets to approve it.
If approved, I would definitely look to support the venture, but I will definitely tune in to the rest of the series to hear some of the other thoughts shared with BW2.0's Angela Benton who gets major accolades for scoring the interview!
As an “old TV/cable head” and a web 2.0 moderate, I wouldn't count out Bob J. Yep, he has history – positive and negative. He understands all of the pieces – regulatory, quality, cost, user expectation (least common denominator), marketplace/partners and barriers – minimally needed to make the concept a “go”. I see this as a mutually positive marketplace and community opportunity. This is a clever way to make space and provide new content on incumbent distribution platforms.
I want to help him do it!
One thing I see among lots of old media heads is they stay aligned with old media companies – such as Essence and Ebonyjet instead of new people that are new and next up.
I would think they should do a black or multicultural HULU (http://www.hulu.com) – that would be the best move. Or go back and get black shows that were very popular – Girlfriends, Martin, and other new pilots that can't get picked up by mainstream and support them and bring them on. That would bring lots of fans and respect in my opinion – but I am not a TV head – so I don't know…
Making people pay for streaming videos for anything – no go.
Also, I find it's interesting to say it's open to all how can do the “rate card” – but most small/mid size publishers wont be able to afford it. Also, it's not that easy to get sponsors – ad agencies like old media – only want to work and back established brands or publishers – so this seems like the same ole with the same 5 brands with money. But, I will support and see what happens.
“If anyone was to start a Y Combinator for minority tech startups it would be him.” Agreed, I am looking forward to seeing someone delve into this area, it is much needed. One thing that I think was probably missed in the interview is Urban Television will infact have a web counterpart…If I can remember correctly we get in to this in part 2. We described more about what it will actually be here:
http://www.blackweb20.com/2008/12/03/bob-johnso…
Thanks to all who have commented thus far
@Jayson: You're absolutely right about crabs in the barrel. It's still built into the nature of most African Americans aged 25 and up and hits the offspring a lot. It's engrained from way back and was put in place for us to stay divided. We can't fight it no matter how much we think we arent doing it. There are about 5-6 recurring here that don't have much nice to say about anything or anyone and the crazy is they don't have much going on themselves in terms of experience or notariety (the first responders who get mad at a statement like that are the clear culprits). There is a line between having an opinion and being dimissive/downing towards others.
Hats off to Bob Johnson for doing what he does. Lightening may not strike twice for him but he is making strides with his ventures to create black products with Our Stories, this, and other ventures.
Cant wait to see the hear the rest.
“Why is it that anytime someone criticizes an African American, folks pull out the “crabs in a barrel” charge?”
That annoys me as well, Gina. This reminds me of the people over at HuffPo that were actually defending that darn RushCard. Like, because he's “our brother” and is an executive that he is to be lauded, no matter what the cost or impact on the community (the community that, incidentally, enables him).
Now, there is a chance Urban Television MIGHT attempt to break new ground, it MIGHT provide opportunities for intelligent, creative Black folks with progressive ideas and it MIGHT provide jobs for Black folks that do not sacrifice their integrity on the alter of “make that paper at all costs.”
Operative word: MIGHT.
But back to the crabs in a barrell thing. Bob Johnson has consistently proved (not only with his previous network, but with his candor during our recent election) that he isn't someone Black folks should be holding their breath for to do some right. So, as far as I'm concerned, the distrust is warranted.
I want him to prove me wrong because I want US to succeed, not just HIM.
This is sooooo not going to work, lol… it's going to be funny, watch…
Wow pretty disappointed in Mr. Johnson's new venture. Television? Wow. This sounds really expensive and it doesn't sound like there is a huge audience for this. “Urban” Do you mean black? I get it. He started BET. sold it to Viacom, made about a billion, now what? If anyone was to start a Y Combinator for minority tech startups it would be him. I am just disappointed that he is missing this great opportunity in getting involved with the web.
I am not downplaying whatever this network that he is involved with is doing. I just hold individuals like Bob Johnson to a higher standard then others. Advertising is shifting and will ultimately dominate over print, television, and radio.
Its a good idea, it just seems like a waste of money on a polished half baked idea. Especially since whenever Angela mentioned the web he sort of brushed over it.
Just my thoughts
Might I also add that if you have the ability to produce television quality programming and get someone to purchase advertising then you probably don't need Urban Television.
He didn't say he'd sell your advertising. You always have the option to pursue Barter syndication right now.
I have a producer's license at my local public access station. Same professional quality equipment as the pros, plus access to all the editing bays and software. The only requirement is that you air your program on the station first, after that you are free to do whatever you want with it and several producers have syndicated their programming for profit.
Why is it that anytime someone criticizes an African American, folks pull out the “crabs in a barrel” charge. As if African American people can't do wrong or their ideas are immune from criticism. its not as if the critics don't have some basis to be leery.
I don't believe a word he's saying, that's a reasonable conclusion to draw in light of his history. However, its an interesting listen. I look forward to parts 2 and 3.
Angela has likely done more original reporting on Urban Television in this segment than I've seen and I have it set up on Google Alerts
It's so easy to discount Mr. Johnson's comments and concept, but I listened to the whole part 1 and I gotta say I'm impressed. It's not because it's a Bob Johnson concept but, I'm impressed because as a blogger/podcaster/vlogger I'm looking at this as a opportunity. I don't care if this last a week or ten years, it lets me know that if this hits the ground I can hit the ground running at 100MPH if I have my ducks in a row.
I hate how we sometimes wanna discount or play down someone's concept. We all know how BET started, and we know how Sunday's on BET was laden with infomercials. Who gives a crap no body else was doing it and people still have that crab in a barrel concept running through their veins. It's time for some of us to step up or Shut the Hell up…
This was a great article/podcast I'm interested, very interested…
We all know what type of station this shall become… I don't go on what one says, but their actions… His past speaks so loudly… Not impressed…
Good insight into whatis going on in Bob Johnson's mind. My question is whether this new network is going to really promote African American programming by giving us 'THE OPPORTUNITY” to produce engaging technically competent , sponsor underwritten, financially stable programming. or become a broker that would make huge profits. What will the network provide to its “paying affiliates” to enable them to share in this potential revenue stream ?.
What syndication possibilities will develop to give opportunities to create “technologically competitive products that will draw and maintain viewers that will provide the numbers to meet the network's financial expectations? Will the network purchase syndicated programming that will allow producers to share in the wealth.?
To me it seems like a pyramid scheme that will never enable those on the bottom to ever reach the top, and guess what, there usually is only one person at the top. It sounds like a great idea, but needs non self-serving organized effort to create a fair opportunity for us all. Get it together and I'm in.
Haven't heard the interview yet but I LOL at Bill's comment about Manhattan Neighborhood Network cable. You will see ANYTHING on one of those channels.
Good Interview. Interesting idea. I'll be interested to see how differently this concept turns out from BET by using a somewhat democratic process of allocating time slots to people.
Of course that's going to call for someone to be the EP of the entire channel so that it doesn't turn out like Manhattan Neighborhood Network cable and just ANYBODY putting ANYTHING on the air, just because they can afford to pay for the slot.
Also, not doing that is how you end up with ALL music video shows and informercials and here we go again…