BET launches new website, apps and original digital content

In an effort to reimagine its digital strategy, BET, along with the help of RED Interactive Agency, has released a new digital platform. At this year’s Fast Company Innovation Festival, BET presented its new digital products, including a revamped website, new mobile app and original content.

“Monthly, almost 80% of our audience consumes our content on mobile devices,” said Kay Madati, BET’s EVP and Chief Digital Officer. “We had to think about building in a mobile first universe. Madati also mentioned how “most of our consumers find BET’s content on 3rd party platforms before they find it on BET… Programming on 3rd party platforms was not part of the agenda five years ago.”

In terms of content on social platforms, “We’re primarily focusing on editorial programming on Facebook, YouTube, and Snapchat,” he added.

“The core theme of BET’s new website is a feed based system,” said Brian Lovell, CEO of RED Interactive Agency. “We spent a lot of time looking at our audience and how they consume content… the feed system allows the audience to get never-ending streams of content.” “We wanted to make it feel like your Facebook feed,” added Madati.

New digital content includes “enhanced articles”, which produce immersive reading experiences for consumers through video and motion integration. BET also announced new original projects and web series including “First White President”, “Policing the Police: Baltimore City”, and the Hip Hop series, “Focus”.

BET Digital “was a complete and utter business evolution,” said Madati.

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