Who is the CEO of BET com?

Scott Mills has served as President and CEO of BET since 2018, putting him currently at the helm of the influential African-American targeted cable network. BET, which stands for Black Entertainment Television, is part of media giant ViacomCBS and remains the dominant brand reaching Black audiences on TV.

Mills joined BET back in 1997 and steadily rose through the ranks, holding various executive roles in finance, strategy, digital media, and operations. He became BET President in 2016 before being elevated to CEO two years later, replacing longtime chief executive Debra Lee.

With Mills‘ technology and digital background, he has focused on transforming BET‘s business to be stronger in the streaming space. Initiatives include new shows on BET+ streaming service, apps that extend BET‘s reach online, and partnerships with SVOD players.

The Pioneering Legacy of Founder Robert Johnson

BET was founded way back in 1980 by entrepreneur Robert L. Johnson. After working in government and as an executive at cable operator TCA Cable TV, Johnson realized the potential for a cable network geared towards African-Americans, who were poorly served by existing media options.

Johnson invested $500,000 and convinced cable operators to carry the channel. BET officially launched on January 25, 1980, becoming the first TV network providing black-oriented content 24/7.

In its first decade, BET grew to reach 2 million households and 65 employees. By 1991, it became the first black-controlled company listed on the New York Stock Exchange.

BET Expansion Under Johnson:

• 1983 – First full year of profitability
• 1991 – Reaches 41 million homes
• 1996 – Market value hits $1 billion
• 2000 – Revenue tops $300 million

Johnson served as influential Chairman and CEO until departing in 2005. At that point, BET reached over 78 million households and earned over $733 million in revenue annually. His pioneering vision made BET into the undisputed leader in black television and entertainment.

Debra Lee Led BET‘s Programming Renaissance

Debra Lee succeeded Robert Johnson, becoming BET‘s President and CEO in January 2005. She had joined BET back in 1986 as Vice President and General Counsel.

Under Lee‘s leadership for over 13 years, BET underwent a creative rebirth after years of criticism for lackluster programming. Lee helped BET shift into high-quality original scripted shows, reality programs and blockbuster mega-specials.

Some Hits Under Debra Lee:

• The Game (sitcom launched 2006, 7.7 million viewers for finale)
• Being Mary Jane (gabrielle Union drama, #1 cable in black households)
• BET Awards (averaged 6 million viewers)
• The New Edition Story (record 4.2 million viewers for a BET biopic)

BET‘s ratings and financial performance reached new highs during Lee‘s tenure. From 2006 to 2012, BET‘s audience grew a remarkable +55%. By 2016, it reached 88 million households in the US.

Debra Lee stepped down as CEO in May 2018, leaving an incredible legacy of evolution and growth at America‘s leading black media brand. Her focus on quality programming transformed BET‘s perception and cemented its place in African-American culture.

BET Acquired by Viacom in 2001

In 2000, media conglomerate Viacom won a bidding war to acquire BET for $2.9 billion. The deal brought together two pioneering African-American executives – BET founder Bob Johnson and Viacom CEO Sumner Redstone.

BET operated as part of Viacom‘s Showtime Networks division initially. But in 2006, it was merged into the BET Networks division, housing BET and other Viacom properties targeting African-American audiences.

The benefits of BET joining a major media corporation like Viacom included:

• Broader distribution, marketing reach and operational scale
• Capital to increase original programming and expand digital assets
• Ability to leverage relationships with talent across Viacom networks
• Backing of an established industry leader to take on rivals

BET remains part of ViacomCBS today, operating now under its Domestic Media Networks division. It reaches 90 million households in the US, Canada and UK.

The Challenge of Streaming‘s Rise

As media consumption shifts online to streaming video, all traditional TV networks face challenges. BET saw its cable ratings among adults 18-49 decline over 15% from 2018 to 2020. Maintaining relevance with youth is critical as viewing moves to YouTube, Netflix and newer digital platforms.

Under Scott Mills, BET has rapidly built up streaming assets:

• BET+ – A joint venture subscription service offering originals, Tyler Perry content and classics
• BET Soul – A new channel carried on streaming TV services focused on classic soul and R&B
• Standalone apps like BET NOW and BET Play allowing live viewing and on-demand playback

BET has also forged creative partnerships with leading streaming players:

• Co-productions with Netflix on shows like First Wives Club season 2
• Colin in Black & White series created with Colin Kapernick on Netflix
• Deal with Tyler Perry for films and series now streaming on BET+

This streaming ecosystem provides BET with new monetization avenues and helps offset pressures on the traditional cable model. BET‘s brand strength and library of black content is an advantage as audiences migrate to new digital platforms.

Table: BET‘s Reach Across Platforms

BET Remains Critical Voice for Black Culture

Over 40 years since Robert Johnson founded BET, it remains the leading entertainment source for African-Americans across TV and digital platforms. BET‘s impact goes far beyond business though.

By providing an outlet to showcase Black art, music, voices and perspectives, BET has played an invaluable role in American culture. It fostered new talent like Spike Lee, celebrated icons like Michael Jackson, and amplified the social issues facing the Black community.

BET‘s programming reflects the breadth and diversity of black culture. From hard-hitting news coverage, to family sitcoms, inspirational gospel, and cutting-edge hip-hop, BET continually evolves as the pulse of black entertainment.

During his tenure, current CEO Scott Mills summarized BET‘s mission as "…to engage and entertain Black audiences wherever they are, however they choose to consume content." By upholding this focus, BET is positioned to maintain its authority as the leading brand serving African-American audiences for decades to come.