BET Networks begins global brand expansion into Europe, Africa and Asia

(June 6, 2007) BET Networks Chairman and CEO Debra L. Lee continues plans to expand the BET brand and broaden the company's worldwide reach with the resurgence of BET International. Recently appointed Michael D. Armstrong leads the international division as Senior Vice President and General Manager, and oversees the restructuring of BET International. Armstrong recently structured a deal with sister-network, MTV Japan to launch BET's #1 music countdown show, 106 & PARK on MTV Japan.

Premiering this fall, 106 & PARK, hosted by Rocsi and Terrence will go global with a one-hour branded block on MTV Japan airing a weekly "best of" 106 & PARK show. Additional content will also be made available on a BET 106 & PARK section residing on mtvjapan.com. 106 will satisfy the Japanese audience's cravings for hip hop programming and will be televised in English with Japanese subtitles. Rocsi and Terrence along with the 106 crew recently embarked on a trip to Japan to tape footage for their inaugural shows.

Blending US and Japanese urban style, celebrity stylist Misa Hylton was called upon to style the hosts for the week to ensure that they were dressed in the hottest, fashion forward trends. While there, the hosts became familiar with the Japanese hip-hop culture by spending time with Japan's hottest DJ's, rappers, and car clubs and in the hottest clubs, shopping districts, record and clothing stores. 106 & PARK culminated their historical trip with the biggest event of the year, MTV VIDEO MUSIC AWARDS JAPAN. Terrence and Rocsi made quite the impression interviewing and mingling with the stars on the red carpet and backstage at the awards.

"Visiting Japan was quite the cultural experience," said Rocsi. "I was surprised they were not that far behind when it comes to hip-hop and I'm proud to share our black culture with our newly-found Japanese fans," said Terrence. Viewers will be able to find exclusive extended moments, personal video diaries created by Rocsi and Terrence along with their own photos of the trip on BET's broadband site ON BLAST and BET.com.

"Black American culture has incredible appeal around the world and transcends barriers of race and ethnicity," said Chairman Debra Lee. "There are places around the globe that hunger for what BET has to offer. It's our plan to build a footprint of international partners to help us deliver that content. Michael's expertise in multi-channel distribution growth coupled with his experience with global advertisers will be strategically important to BET's global future. We're very pleased to have him on board."

In 1999, BET had moderate distribution outside the U.S. When Viacom acquired BET in 2000, that international business was discontinued to allow BET to revamp its global strategy to maximize the scale and influence of its new parent company. BET programming is licensed internationally by MTV Networks International, which incorporated BET's portfolio into its program library in October 2006. BET content is currently licensed to broadcasters in Japan, South Africa, France and the UK. In 2007, BET will expand on multiple platforms in Europe and Africa. The hiring of Armstrong puts into motion a strategy to aggressively approach international programming and distribution.

"I'm excited about the opportunity that this role provides," said Armstrong. "BET is in an incredible phase of creative growth. Given the void in the global marketplace for the type of content that BET creates, it's precisely the right time to expand our original programming and brand to consumers of Black culture in markets around the world. We'll continue to do this across many platforms and in many countries over the coming months and years." Armstrong continues to grow the BET brand and will soon announce additional brand expansion initiatives in Europe and Africa in the near future.

Prior to joining BET International, Armstrong was MTV International's Sales Director for Global Marketing Partnerships. Additionally, he served as Vice President of Affiliate Marketing for MTVN's Music Group and executed marketing strategies for MTV, MTV2, VH1, and CMT. Armstrong holds a Bachelors of Science in Marketing from Hampton University in Hampton, Virginia, and an MBA in Marketing and Strategy from the University of Chicago's Graduate School of Business.


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