BET Takes It to the Web
'Hip Hop Awards’ Message Goes Out Via Internet Video
By R. Thomas Umstead -- Multichannel News, 9/30/2007 8:00:00 PM
New York — Black Entertainment Television is tapping new-media platforms to get the word out on its Oct. 17 BET Hip Hop Awards 2007 event.
The network’s “BET On Blast” broadband video service will air video segments around several rap artists and their connection to the show’s host city, Atlanta, leading up to the event, according to network executives. In addition, BET has teamed up with mobile distribution company Alltel Wireless to allow viewers to vote for their favorite artists online and via mobile phones, said Diana Clark-Baty, vice president of Web strategy for BET.
BET’s broadband service will offer about four nine-minute to 12-minute segments of 6 Degrees of ATL, a look at how artists in Atlanta’s hip-hop scene are all somehow connected, according to Clark-Baty. Along with the shorts, BET.com and BET on Blast will feature exclusive backstage footage during the show as artists enter and leave the stage.
Also, all highlights and “black carpet” pre-show highlights will air on BET on Blast immediately following the show.
The broadband video initiatives follow on the heels of a user-generated hip-hop contest dubbed the “Hot 16 Challenge” (www.bet.com/hot16), in which more than 500 would-be rappers submitted videos featuring their rap skills, according to Clark-Baty. The overall winner of the contest, which will be judged by hip-hop mogul Jermaine Dupri, will be given VIP access to the red carpet, party passes and tickets to the awards show.
Clark-Baty said the network’s aggressive broadband play for the show should help the network push past the 3.64 million viewers the inaugural Hip Hop Awards show drew in October 2006.
“The audience that turns into the Hip Hop Awards are savvy Internet users,” she said. “The media world is changing, and people want to be part of the show, so we’re leveraging our digital strategy to allow our audience to be engaged by providing interactive opportunities to influence and be part of the show.”
On the mobile side, BET has teamed up with mobile phone provider Alltel Wireless, which will sponsor the show’s interactive “People’s Champ Award.” Viewers can go online through Oct. 8 or text-message votes for their favorite artists in the category, which includes Birdman & Lil Wayne, Hurricane Chris and MIMS.
Also, the network is currently working with radio stations and cable affiliates to offer a “Mobile Lounge Tour” in seven mid-Atlantic markets. BET will feature a Hip Hop Awards-branded truck in each market that will allow fans a chance to showcase their hip-hop skills, according to Clark-Baty. All participants will receive a custom CD of their lyrics as well as sample products from the local cable affiliate.
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