BET loses out on anti-drug money

Teinowitz, Ira
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, p4
Trade Publication
This article reports on the move of the U.S. government to allocate $800,000 for its anti-drug abuse advertising to TV program syndicators Black Pearl Entertainment and the African Heritage Network in April 2000. The money was originally intended for cable network BET but it demanded $5 million which the anti-drug office refused to pay. According to the government, the network's efficiency in reaching African-American viewers did not warrant additional spending. On the other hand, BET will continue its programming efforts aimed at reducing drug abuse even without the government advertising money. Moreover, BET executive VP for broadcast media sales Louis Carr calls the network with the most credible and strongest emotional relationship with the community that it serves.


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