Black Entertainment Television was launched 31 years ago by the visionary Bob Johnson. It was the first cable network to cater specifically to African American audiences, with programming that championed black representation in music, entertainment, and news reporting.
Since then, viewing habits have drastically changed – but BET’s significance to both the industry and African American households remains unrivaled. No longer just a cable network, the brand has built a strong presence across their digital channels, where they’ve found an avenue to reach viewers much earlier in their lifestyle – and an increasing demand for short, digestible video content.
To keep up with this demand, BET’s digital team needed a more efficient way to translate the breaking stories and original programming the brand has become known for, into the short-form video format that young audiences gravitate towards – within the time that those stories matter most.
“Before Wibbitz, any news that broke after 1:00, we weren’t able to cover in video format until the next day. That’s kind of useless, right? People already know about it at that point.”
– Jermaine Hall, VP and Managing Editor, Digital
“Wibbitz allows us to incorporate dialogue around BET network shows into a very new and engaging experience that people want to see again, see if they see themselves in it.”
– Ken Gibbs, VP Digital Video and Social Content
“I’m not trained in video, and I’m pretty much a one-woman band. Since working with Wibbitz, I’m able to churn out some really great video content, really quickly.”
– Jasmine Washington, Editor-At-Large
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