Black Entertainment Television, a leading cable programmer, is launching BET.com, an Internet portal targeted toward African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a fast-moving, highly competitive environment. BET.com faces two decisions: 1) whether to bundle Internet access service with its ethnic portal; and 2) whether to strictly target African-Americans or also pursue the "urban market," a young (aged 15-24), cross-racial segment with distinctive tastes in music and fashion and part of the core audience for BET's cable programming.

【書誌情報】

ページ数：25ページ

サイズ：A4

商品番号：HBSP-800283

発行日：2000/2/2

登録日：2011/7/29