i
MOU: NBC Universal, Comcast and The African American Leadership Organization
A Thesis
Submitted to the Faculty
of
Drexel University
by
Kimberly M. Davis
in partial fulfillment of the
requirements for the degree
of
Master of Science in Television Management
February 2013
© Copyright 2013 Kimberly M. Davis. All Rights Reserved
ii
TABLE OF CONTENTS
LIST OF TABLES……………………………………………………………….. iii ABTRACT……………………………………………………………………….. iv-v 1. Introduction, A Welcome Surprise…………………………………………… 1-9 2. Literature Review of a Memorable Selection Process………………………. 10-12 3. Methods - Change is Intentional……………………………………..…...…. 13-29 4. Results: The Road to Discovery……………………………………………………………………. 30-35 5. Discussion - Should a MOU be Utilized?...... 36-40 LIST OF REFERENCES………………………………………………………... 41-45
iii
List of Tables
1. Analysis of the three largest African American broadcast channels……………………………………………………………………. 46
iv
Abstract MOU: NBC Universal, Comcast and The African American Leadership Organization Kimberly M. Davis
To accompany the recent merger of the Comcast Corporation with NBC
Universal (Comcast / NBC), a memorandum of understanding (MOU) was enacted between Comcast/NBC and the African American Leadership Organization (AALO). The
MOU, finalized on January 18, 2011 and referenced as Appendix in this research paper, proposed to strengthen the presence of African Americans within the newly formed organization and facilitate this objective through governing councils appointed by the
AALO through four diversity advisory councils. These councils have, since their initial meeting, formed five focus points to address if the memorandum of understanding is to be successful.1 The five focus points are Corporate Governance: External Diversity
Advisory Councils, Employment/Workforce Recruitment and Retention, Procurement,
Programming, and Philanthropy and Community Investment.
Further analysis of past television programming reveals a seemingly marked history of negative and derogatory images for the memorandum to combat that many believe has prevailed throughout the years in the form of entertaining programming for television viewers. There may be networks that currently prescribe to this type of
1 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF v
programming that many within the African American community find offensive amid an
otherwise increasingly varied channel line-up. Possible reasons for a memorandum of understanding are provided herein and the subsequent outcomes to successful utilizations of a memorandum in the television industry are also presented.2 “News, movies, cop
dramas, and crime documentaries often contain many racial stereotypes that continue to perpetuate racial myths and stereotypes in our society. For example, the black male and oftentimes, the Hispanic male, are constantly betrayed as violent, angry and hostile, criminally minded, lazy, lacking intelligence, and engaging in illegal activity, mainly drug dealing or robbery.”3
Thus, in prompting concern for its unique audience, the MOU between
NBC/Comcast and the AALO carries out a detailed method of procedures for other
organizations to emulate when seeking similar objectives for equality such as increasing
their presence in the current programming and television management of today’s
emerging television industry.
2 Cox, Erica V. (2006, June 12) Negative Images in the Media Lead to Racial Stereotypes. Yahoo Voices. Retieved from http://voices.yahoo.com/negative-images-media-lead-racial-stereotypes- 43491.html?cat=9 3 Cox, Erica V. (2006, June 12) Negative Images in the Media Lead to Racial Stereotypes. Yahoo Voices. Retieved from http://voices.yahoo.com/negative-images-media-lead-racial-stereotypes- 43491.html?cat=9 vi
1
CHAPTER 1: INTRODUCTION
Audiences have been migrating from the once familiar platform of television for years. Whether it began with the introduction of Cable TV to the viewing public in the late decades of the 20th century, some argue or suggest it was simply television losing its great ingenuity for new programming and fresh ideas that it once owned suggested by
Fred MacDonald in 2009.4 For whatever the reason, audiences began their wanderlust with the remote and began to dictate what they wanted to see by the push of a few buttons. This departure likely created many new opportunities for viewers and the television industry alike, 5 but would the industry be able to adjust to its emerging diverse audience? And with only a few African American channels on the cable line-up until
2012, namely, BET, TVOne, and Centric, such a question probes whether newly formed and existing television partnerships can answer their audience’s desire for equality and representation in the programs they provide. Though, this could be accomplished by employing diverse actors and creative professionals as well as addressing the subject matter of interest to diverse communities. Subsequently, in 2012 Magic Johnson’s Aspire network debuted as well as, the Bounce network in some Comcast locations. Possibly, the answer to such a question may be in the form of the strategy enacted by the African
American Leadership Organization with respect to the Comcast/NBC transaction, the
4 MacDonald, J. Fred. One Nation Under Television: the Rise and Decline of Network TV. MacDonald & Associates Presents. Retrieved from http://www.jfredmacdonald.com/onutv/political.htm 5 MacDonald, J. Fred. One Nation Under Television: the Rise and Decline of Network TV. MacDonald & Associates Presents. Retrieved from http://www.jfredmacdonald.com/onutv/political.htm 2 goal of which is to ensure a commitment to diversity in our current evolving television industry.
It should be noted that over the course of television’s programming development, local Public Broadcasting stations have served as an alternative to network or regular television programming, delivering diverse and quality television options to an emerging market of viewers . PBS programming has often been and continues to be a mixture of some old and new entries of various imports and domestic specials and/or classic movie presentations (Levin Institute 2002). Often a break from the usual offerings shown on other corporately-owned commercial stations, PBS maintains a unique relationship with its viewers. The recent success of PBS’s , Downton Abbey, has reminded viewers of that rare, trusted quality.6Similar to the programming offerings of PBS stations, cable television currently offers an array of niche channels. A daily dose of The Cooking
Channel, The Travel Channel, The Do It Yourself Channel, CNN, or Golf Channel cable television can provide twenty-four hours of uninterrupted prescribed television gratification for its devoted viewers. And, now that television has updated its broadcasting technology from analog to digital, the number of niche channels will probably continue to grow. Yet, some argue that finding or discovering a Black network(s) within the channel lineup that provides the same specialized niche- programming to its viewers is a much more difficult task. Viewers of these niche channels have expressed dissatisfaction with the programming offered by these channels.
The results of a recent survey reflects African Americans expressing interest in viewing themselves represented in non-traditional programming such as documentaries, historical
6 Lacob, Jace & Fernandez, Maria Elena. (2012, February 14) Downton Abbey Returns and How PBS Got Cool. The Daily Beast. Retrieved from http://www.thedailybeast.com/articles/2012/02/14/downton- abbey-and-how-pbs-got-cool.html 3
accounts, the arts, independent movies, and the news.7 Digital technology has enabled
growth in niche networks but the question remains as to whether this expansion has had
any effect on improving on the diversity of programming in today’s television lineups.
Proposing to join in the effort with African American leaders to combat the lack
of African Americans in front and behind the camera in the television industry is the
newly combined NBC Universal, Comcast (Comcast/NBC) media organization. Owners
of the former highest-rated broadcast network and the dominant cable provider have
engaged in a Memorandum of Understanding alliance with The African American
Leadership Organization (AALO)8. The AALO is an organization comprised of the
National Association of the Advancement of Colored People (NAACP), the Urban
League, and the National Acton Network formed to administer to the further inclusion of
African Americans on the Comcast/NBC television canvas since the merger was finalized
on January 18, 2011.9 MOUs are typically bilateral or multilateral agreements between
parties toward a common will or intention-reference.10 By way of example from outside
of the television industry, the Department of Labor (DOL) and the Internal Revenue
Service (IRS) have a memorandum of understanding. The agreement requires that the agencies work together and share information to reduce the incidence of misclassification of employees, to help reduce the tax gap, and to improve compliance with the federal
7 Survey: Majority of Black TV viewers dissatisfied with programming options. (2012, August 24). Target Market News. Retrieved from http://targetmarketnews.com/storyid04241201.htm 8 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 9 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 10 Wikipedia. (2011, September 21) < en.wikipedia.org/wiki/Memorandum of understanding 4
labor laws. 11 Most recently on June 25, 2010, Hispanic Leadership Organizations joined in a MOU with Comcast/ NBC as well. Their memorandum is similar in purpose to the
AALO’s template for the involved parties toward future investment and growth within the Hispanic community.12 Currently, Comcast/ NBC has created a joint diversity council that consists of four, nine-member diversity advisory councils that represent the interest of Hispanics, African-American, Asian-American, and women.13
The MOU between Comcast/ NBC and the AALO includes five focus points or goals named in random order of mention below:
1. Corporate Governance
2. Employment/ Workforce Recruitment & Recreation
3. Procurement
4. Programming
5. Philanthropy & Community Investments
1. Corporate Governance
The first focus point, Corporate/ Governance relates to the influence of diversity on the corporate structure for operating the business entity known as NBCU. The parties made specific representations to their commitment to improve their product to satisfy the interests of all audiences. As part of its governance structure, Comcast/ NBC decided to
11 United States Department of Labor. Employee Misclassification as Independent Contractors. Retrieved from http://www.dol.gov/whd/workers/misclassification/
12 Larsen, R. (2011, March 23). Comcast Diversity Councils Include One for Hispanics. HireDiversity.com. Retrieved from http://www.hirediversity.com/news/2011/3/23/comcast_diversity_councils_include_one_for.htm
13 Larsen, R. (2011, March 23). Comcast Diversity Councils Include One for Hispanics. HireDiversity.com. Retrieved from http://www.hirediversity.com/news/2011/3/23/comcast_diversity_councils_include_one_for.htm 5
form Diversity Advisory Councils also known collectively as a “Joint Council” (MOU
Comcast/ NBC & AALO 2010). Formed within 30 days of the signing of the MOU was
the African American Advisory Council. The nine member council has at least one senior
executive or board member of three of the chief Black organizations: the National Urban
League, the National Association of the Advancement of Colored People, and the National
Action Network. The National Urban League after several reincarnations was formally
named in 1920 and is the oldest organization formed to advocate for the economic
independence, power and civil rights for African Americans. Formed in response to the
many lynching occurring throughout the South, the NAACP was founded to fight the injustices toward African Americans. Founded in 1991 by Reverend Al Sharpton, the
National Action Network has shed light on the issues of racial profiling and police brutality. Several councils have similarly adopted similar formats such as the National
Hispanic Advisory Council and the National Asian American Advisory. Other advisory councils may be added to the joint council in the future including advisory councils for
Native Americans, veterans, disabled, and lesbian/gay/bisexual/transgender.14 The Joint
Council is expected to meet no less than twice a year and during this time members of
each council including the African American Advisory Council will discuss and devise
solutions to combat the shortage of African American media professionals within the
Comcast/NBC organization. Since its inception in 2011, notice of such a meeting in 2012
hasn’t been made public or is yet to convene. Though, such a practice would ensure that
communication is maintained in fulfilling the initiatives and strategic plan outlined in their
14 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF
6
agreement. Throughout the year meetings will be scheduled with various council heads, to
discuss and prepare for the two anticipated conferences with Comcast/NBC. 15 These
meetings, as well, have not been made public or is yet to convene.
2. Employment/ Workplace Recruitment & Recreation
The second focus point, Employment/ Workforce Recruitment & Recreation
encourages increasing the representation of African American employees, actors, and
scholarship recipients at all levels of employment from entry level to management.
Currently, there are small percentages of African Americans represented at various levels
of employment. Focusing on diversity in the workplace would improve this current
condition. Comcast/ NBC is committed to this point by focusing on four key areas: senior
management, mid-level management, entry-level employment opportunities, and current
employment levels at Comcast and NBCU.16 One of program both companies, Comcast
and NBCU, have equally contributed is the Emily Bowen Foundation for Minority
Interests in Media. Through a five-year internship program, the foundation has provided
many opportunities for interested minority high schoolers to continue interning into their
college years and has been invaluable to its recipients’, 61% whom were African
American in 2010.17
3. Minority-Based Programs and Initiatives
15 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 16 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 17 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 7
Focus Area three emphasizes Comcast/NBC’s commitment as one of the largest
producers of minority-based programs and initiatives. “Since its formal supplier diversity
program began in 2003 in which Comcast offers minority suppliers funding to broadcast
programs and other diversity initiatives, the percentage of company-wide endowment attributed to diverse suppliers has grown from 7.4 percent to 11.9 percent since 2000.18
Indeed, Comcast’s annual contribution total has gradually increased over the years.
Comcast has spent more than 1.3 million with minority- owned vendors from 2006 to
2009. Outside of the organization, Comcast/ NBC has partnered with many minority- owned businesses events continually over the years. Some of these partnerships include
Comcast Leaders and Achievers Scholarship Program, Internship and Scholarship
Program, Beyond School Walls Program, Comcast Digital Connectors Program, and
Comcast Cares Day.19 If successful, such initiatives, would allow a more prominent
African American presence in the television industry. In addition to such collaborations
with diverse business owners, Comcast/NBC also creates a venture capital fund for the
purpose of enabling minority businesses to expand and capitalize industriously on the
investment.20 Over the last couple of decades African American presence has diminished and such programs may assist in combating the lack of diversity some feel exist within the television industry. 21
4. Programming
18 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 19 Summary of Diversity Commitments. In Comcast and NBCU’s Summary of Diversity Commitments. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/SODC.pdf 20 Summary of Diversity Commitments. In Comcast and NBCU’s Summary of Diversity Commitments. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/SODC.pdf 21 Summary of Diversity Commitments. In Comcast and NBCU’s Summary of Diversity Commitments. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/SODC.pdf 8
The fourth focal point of the MOU centers on Comcast/NBC Universal securing
programming geared toward African-American interests. Some of these networks are
already on the Comcast cable TV line-up such as Black Entertainment Television (BET),
Centric, GMC (the Gospel Music Channel), and TV One. This existing focus may demonstrate the immediate attention required to improve viewer selection in the television lineup. Comcast also delivers African American programming thru it on- demand feature, Black Cinema on Demand. In the past two years, Comcast has started four minority-owned networks, Aspire, Revolt, El Rey, and BabyFirstAmericas. Aspire, is currently among Comcast’s lineup and was launch by Magic Johnson delivering audiences movies, documentaries, and short film centering on the African American experience. Revolt, headed by P. Diddy Combs and MTV alum, Andy Schuon, will also include social media interaction as well music-related programming. Robert Rodriquez’s and John Fogelman’s El Ray will have programming for a mostly Hispanic audience due to launch in 2014. BabyFirstAmericas will be a network devoted to infants, toddlers, and young children of Hispanic families to assist in integrating their children into the
American culture while preserving a connection to their native cultures. An official
launch is yet to be confirmed for the network. 22
5. Philanthropy and Community Investment
The fifth focus point is Philanthropy and Community Investment. Through its
three community investment priorities, Building Tomorrow’s Leaders, Expanding Digital
Literacy, and Promoting Community Service, Comcast/NBC ensures its commitment to
22 Cohen, David L. (2009, February 21) Comcast to Bring Four New Independent Minority-Owned Networks to Consumers. ComcastVoices. Retrieved by http://blog.comcast.com/2012/02/comcast-to- bring-four-new-independent-minority-owned-networks-to-consumers.html 9
the African American community and supporting it efforts. NBCU and the NBC
Universal Foundation have made this commitment visible in the educational
contributions made to the African American community over the years. Through its
program, NBC Learn, Comcast/NBC exemplifies this commitment by providing
resources for students, teachers, and other inquisitors.23 Also, NBC Learn has partnered
with Blackboard with Students in Action, a collection of videos of successful persons and
their theories for success.24 An important segment of the memorandum and the parties
involved, philanthropy bridges the line of communication and continuing` involvement
between the committed parties.
The focus point of philanthropy and community investment requires mutual dedication
and commitment as well as expertise from the Comcast/NBC executives in the area of
community investment and with a goal of achieving positive results that their television
audience will also appreciate. 25A thorough and lasting involvement in the African
American community may ensure that these parties continue their mutual respect of each
other’s ideas and influences within the television format.26
23 Overview. NBC Learn. Retrieved from http://www.nbclearn.com/portal/site/learn/about 24 Overview. NBC Learn. Retrieved from http://www.nbclearn.com/portal/site/learn/about
25 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 26 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 10
CHAPTER 2: LITERATURE REVIEW
There is a limit to the amount of established research related to the diversity
issues involved in television programming. To the question of whether there is actual
potential for meaningful results from the MOU between Comcast/NBC and the AALO,
there are several informative articles written on the progress of the MOU between
Comcast/NBC and the AALO. However, this subject is one may think is still deserving of
more attention, analysis and research, because the content available is somewhat limited.
One may ask, “How successful would a memorandum between Comcast/NBC and the
AALO, be in the television industry?” For some, such a memorandum would appear to be
terribly relevant and important at this time of change in the media environment. The
research and analysis provided on the website titled YAAAMS - Young African-
Americans Against Media Stereotypes -BET, is a major contribution to the efforts of
those advocating and expressing a need to improve the appearances of African Americans in the television industry. The YAAMS website posted an article that spoke directly to
Black Entertainment Television (BET) and what the website’s contributors believed to be the offenses by the network has committed throughout its existence. Andre Brown, author of the article, sent a powerful message to executives and those with influence in the media industry that this very important topic must be addressed.27 The YAAMS’s
website includes other reviews, editorials, letters, and numerous uncomplimentary viewer
comments on the BET network and similar systems. YAAM’s includes significant,
27Brown, Andre. A Message to BET: BLACK EMBARRASSING TELEVISION. Young African Americans Against Media Stereotypes editorial. Retrieved from YAAAMS - Young African-Americans Against Media Stereotypes -BET 11
documented material with research clearly leaning towards characterizing BET as
progressing towards a descent into unflattering conversation with its own audience and
critics alike.28 Viewers and students’ in particular, expressed their disappointment on
how African Americans are portrayed on television. The historical effects of such
depictions are also cited to give a much more focused study of the probing question of
whether there is a need for memoranda of understanding between alliances in the
television industry.29
Edward R. Morrow’s, a former American broadcast journalist and writer, work
has illustrated the aspirational ideals of those who see the medium of television as
influencing society in a positive way. Murrow’s writings in the, “Social Impact of
Television,” provide maybe the most accepted depiction of what television has meant to a
generation of viewers and is utilized within this research.30 Yet, from a 2012 assessment of the effects television has on children’s self-esteem, a survey of 396 White and Black children, it was discovered that television has a negative impact on white and black girls, black boys, and a positive impact on white boys.31 Although, there have been different
estimations on the effects of television upon its audience, it has left a memorable
impression on the viewing public. From an outside viewpoint, the MOU between the
28 Brown, Andre. (2002, January 9) A Message to BET: BLACK EMBARRASSING TELEVISION. Young African Americans Against Media Stereotypes editorial. Retrieved from YAAAMS - Young African-Americans Against Media Stereotypes -BET 29 Ford, T.E. (1997). Effects of Stereotypical television portrayals of African Americans on person perception. Personality and Social Psychology Quarterly. Retrieved from http://www.uab.edu/Communicationstudies/humancommunication/dong.pdf 30 Morrow, Edward R. (2009, June 8) The Social Impact of Television. CyberCollege InternetCampus. Retrieved from http://www.cybercollege.com/frtv/frtv030.htm 31 Martins, N. & Harrison K. (2012, April 24). Racial and Gender Differences in the Relationship between Children’s Use and Self-Esteem: Longitudinal Panel Study. Sage Journal, 15 (1), 1. Retrieved from http://crx.sagepub.com/content/39/3/338 12
AALO and Comcast/NBC intends to provoke fairness and balance in the television industry despite the negative images that may occur in the industry.
In view of the lack of statistical research on attempts by the television industry
to improve the negative images of African American culture and its effects on the
African American community, an opportunity exists for Comcast/NBC to become
innovators in suppressing the damaging images shown of the culture throughout the
years. There’s hope that successful effects from a Memorandum of Understanding
between Comcast/NBC and the AALO will improve the images of the culture we’ll see
in the future. Yet, in August of 2011 Comcast/NBC was criticized for not improving on
its promise to assist black endeavors in television by refusing to support Oprah
Winfrey’s OWN network.32 Despite this setback, Comcast/NBC was named to Black
Enterprises’40 Best Companies for Diversity list.33
32 Roberts, Johnnie L. (2011, August 2). Comcast-NBC Under Fire for Dragging its Feet on Diversity. Reuters. Retrieved from: http://www.reuters.com/article/2011/08/02/idUS194906442120110802 33 Jones, Ayana. (2012, July 31). Comcast Makes Best in Diversity List – Again. Philadelphia Tribune. Retrieved from http://www.phillytrib.com/businessarticles/item/5124-comcast-makes-best-in-diversity- list-%E2%80%94-again.html 13
CHAPTER 3: METHODS
Since the announcement of the Comcast/NBC transaction, the industry discussion
has in part focused on the effect that this merger would have in the media industry, both
positive and negative. “After a thorough review, we have adopted strong and fair merger
conditions to ensure the transaction serves the public interest,” quoted the FCC Chairman
Julius Genachowski.34 To close the deal, Comcast, the No. 1 provider of video and
residential internet service in the United States, acquired a 51 percent stake in NBC
Universal from General Electric Co. 35 The incorporation of one of the largest and most
successful producers of programming content and the largest cable distributor is
unprecedented. The entire transaction has been met with much trepidation as many
within the industry grappled with what a merger between NBC and Comcast would
actually mean for the public. For example, the merger would mean that other cable
providers would have to buy the rights to carry NBC content.36 Yet, despite major
concerns about the transaction that included public interest issues such as the misuse of
power from the media conglomerate and local programming and diversity, the course of
the intended merger continued to progress. Public responses are effectively being utilized
in 2013, but in May of 2010, the original 180-day transaction schedule was met with an
34 Hamill, Kristen. (2011, January 18). U.S. approves Comcast-NBC merger. CNN Money. Retrieved from http://money.cnn.com/2011/01/18/technology/fcc_comcast_nbc/index.htm 35 Adegoke, Yinka and Levine, Dan. (2011, January 19) Comcast completes NBC Universal Merger. Retrieved from http://www.reuters.com/article/2011/01/29/us-comcast-nbc-idUSTRE70S2WZ20110129 36 Elizondo, Marco. (2010, July 20). Comcast, NBC merger: What’s it mean for young people. People’s World, It’s your World. Retrieved from http://www.peoplesworld.org/comcast-nbc-merger-what-s-it- mean-for-young-people/ 14
opportunity for public response that included 45 days to file initial comments, another 30
days for their replies, and 15 more days for responses.37 The final decision of the merger rested on a 4-1 vote by the FCC that decided the ultimate pairing of the two media enterprises.38 The argument that the marriage of these two media giants joining would
bestow too much power in the hands of the combined organization and that so much
power consolidated with one media organization would not necessarily have a positive
impact on the programming produced, lingered as the final preparations were made
hinging on the FCC’s final approval. Critics such as House member Maxine Waters (D-
California) warned a merger would be a combination to achieve efficiencies to the
detriment of programming and most certainly, diversity in programming.39
Yet, despite the resistance from outside and within the industry most
within the media and entertainment sector couldn’t argue Comcast Corporation’s position
as the leading cable provider in existence today. After obtaining a 51% share in the
merger with NBC, Comcast continues to amass into a huge, formidable programming and
distribution machine. It is plausible that this merger may lead to a method of assessing
how network television is being viewed by a discerning audience in the early 21st
century. Indeed, for over three decades, cable television, as well as dish and satellite,
have taken away some of the market share of viewers that network programming once
held. Such a change includes any effort by any of the networks, including NBC, to
37 Romm, Tony. (2010, May 19). Lawmakers rebuff calls to delay Comcast-NBC merger timeline. The Hill. Retrieved from http://thehill.com/business-a-lobbying/98815-lawmakers-rebuff-calls-to-delay-comcast- nbc-merger-timeline 38 Nagesh, Gautham. (2011, January 18). FCC gives green light to Comcast’s merger with NBC Universal. The Hill. Retrieved from http://thehill.com/blogs/hillicon-valley/technology/138495-fcc-approves- comcasts-purchase-of-majority-stake-in-nbc-universal 39 Romm, Tony. (2010, May 19). Lawmakers rebuff calls to delay Comcast-NBC merger timeline. The Hill. Retrieved from http://thehill.com/business-a-lobbying/98815-lawmakers-rebuff-calls-to-delay-comcast- nbc-merger-timeline 15
develop programming that addresses the interests and the concerns of minorities. The
Comcast/NBC merger has the potential to be the most affecting change in television since
the civil rights movement of the 1950’a and 1960’s prompted societal change, by
reflecting a more accurate ethnic makeup of America.40 Similarly, as a result,
technological advances in the portable camera and electronic news resulted.41 The growth
and influence of the television medium is largely due to the social and political forces of
the time which may have just as easily been manipulated by the segregationists of the
era.42
The goal of a memorandum such as the one the AALO has forged with
Comcast/NBC attempts to diminish the damaging effects of such symbols of pimps,
prostitutes, and materiality.43 Such stereotypes are not satisfying or “ok” to most viewers of any demographic and consequently haven’t been glorified on such a level in other modern cultures, nor are they representative of all African Americans evidenced by the success and contributions of many within American culture. African American values, like other Americans’ values, may provoke them to exercise their buying power in the
American economy that allows them to purchase the “American dream.” Being
40 Civil Rights Movement. (n.d.) In The Museum of Broadcasting Communications online. The Civil Rights Movement and Television. Retrieved from http://www.museum.tv/eotvsection.php?entrycode=civilrights. 41 Thomas III, William G. (2004, November 3). Television News and the Civil Rights Struggle: The Views in Virginia and Mississippi. Southern Spaces. Retrieved from http://www.southernspaces.org/2004/television-news-and-civil-rights-struggle-views-virginia-and- mississippi 42 Thomas III, William G. (2004, November 3). Television News and the Civil Rights Struggle: The Views in Virginia and Mississippi. Southern Spaces. Retrieved from http://www.southernspaces.org/2004/television-news-and-civil-rights-struggle-views-virginia-and- mississippi 43 Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 16
inhabitants of the same land or country for a lengthy period of time typically aids in
forming a common thread of national culture, history, and exposure that identifies a
particular region of the world.44 Although history’s shown the need for some subcultures
to polarize themselves, shared national experiences conveyed through the medium of
television such as Armstrong’s landing on the moon and Johnny Carson entertaining late
night audiences are examples of how our national culture transcends micro-cultural
references. Thus, it has been remarked that television has unified a people in their darkest
hour. It was from scenes of American soldiers fighting in Vietnam that convinced a
nation that it had possibly waged a terrible and unjustified war in an embattled country. It
was through the images of African Americans being attacked with whips, gas, and hoses
during protests for equal rights in the 1960’s that prompted U.S. citizens to push for the
abolishment of Jim Crow that disembodied a sense of decency.45 Indeed, these events of
American history were shaped and stored forever in the minds of viewers through the
very powerful and influential medium of television. 46Perhaps asserting that social
change can occur from what we view or interpret from television.
Television, as a medium of communication, has proved important and has had
great impact on how Americans view themselves. What other medium has so
fundamentality influenced us that tremendous social change has evolved in response?
And a network similar to the seemingly one-dimensional offerings of one such as BET
44 What is Nationalism. Nationalism. Retrieved from http://www2.sunysuffolk.edu/westn/nationalism.html 45 Thomas III, William G. (2004, November). Television News and the Civil Rights Struggle: The Views in Virginia and Mississippi. Southern Spaces. Retrieved from http://www.southernspaces.org/2004/television-news-and-civil-rights-struggle-views-virginia-and- mississippi 46 Top 10 List. (2012, July 16).Top 10 Ways Television Influences People’s Behavior. Retrieved from http://top-10-list.org/2012/07/16/top-10-ways-television-influences-behaviour/ 17
may only be damaging if it were to continue with the reckless programming it is said to
provide by its’ viewers as suggested by one blogger.47
Some perceive the lack of a strong presence of African Americans on and behind
the television camera in recent years, may be remedied by the MOU between the AALO
and Comcast/NBC and its promise of an increased presence in television. Is there any
evidence in our media past or in the recent events following the merger that this will lead
to a sea-change in the way that all media companies forge efforts to address these very
important programming concerns?
With the successful runs of shows such as The Jeffersons, the longest running
situational comedy with a mostly African American cast and The Cosby Show, widely
viewed as the most popular sitcom of the 1980’s, attempts to permeate the current
television medium with diverse quality programming has been seen as an arduous task by
African American interest groups such as the National Association of Black Journalists
(NABJ). And yet, it is critical to note that television’s portrayals of African-Americans
and other minorities has been shown to influence white America’s perceptions of those
groups. For instance, in a study by B.S. Greenberg it was discovered that over half of the
white children sampled reported that television was a principal source for information
about African-Americans.”48 “For one television viewer, the weekly primetime series had
more of effect on viewers’ perceptions of African Americans than any other form of
television. Yet, even in the 1990’s, with all the new channels that emerged from cable,
47 Prodigy Maestro. ( 2006, August 2). 4 Reasons Why BET Is An Embarrassment to Black People. Retrieved from http://blacksalvage.blogspot.com/2006/08/4-reasons-why-bet-is-embarrassment-to.html 48 Ford, T.E. (1997) Effects of Stereotypical television portrayals of African Americans on person perception. Personality and Social Psychology Quarterly. Retrieved from http://www.uab.edu/Communicationstudies/humancommunication/dong.pdf 18
dish, and satellite providers, African American viewers still felt there wasn’t a diversity
of African American TV characters and situational programming and existing
programming appeared to be diminishing. Indeed, criticisms of onscreen images of
African Americans have existed since the beginning of the medium with reference to
“Amos and Andy” and continue today.”49 Though, as evidenced by the new media
advances in the past decade, television is changing rapidly as are programmers’ efforts to
address the interests of minority audiences. The MOU between Comcast/NBC and the
AALO could take advantage of this opportunity, playing an integral role in an exciting and more fairly represented television structure. Despite the fact that some critics have dismissed the merger as a means to dismantle competition and diversity, Mignon
Clyburn, the only minority member on the FCC, supports the decision to merge stating that the merger “will serve to keep the new entity honest in promoting diversity.”50
“Black” networks have been the subject of the criticism of how African
Americans are depicted on television. Can it be possible that networks geared to an Afro-
American audience assume its programming has to be of an often unflattering but popular
nature before they can achieve their desired ratings?51 Likewise, if BET were to think
that black audiences like only certain types of shows. Historically, the nature of that
programming often has been viewed as buffoonish, caricatures of assumed African
49 Bogle, Donald. An Excerpt from Primetime Blues: African American on Network Television. January Magazine. Retrieved from januarymagazine.com/features/primetimeblues.html 50 Coleman, Jack. (2011, August 11) Sharpton Pushed for Comcast/NBC Merger – And Now Is In Line for Own Show on MSNBC. Newsbusters, Exposing & Combating Liberal Media Bias. Retrieved from http://newsbusters.org/blogs/jack-coleman/2011/08/01/sharpton-pushed-comcastnbc-merger-and-now- line-show-msnbc 51 Wilkerson, Isabel. (1993, August 15) “TELEVISION; Black Life on TV: Realism or Stereotypes?” New York Times. Retrieved from http://www.nytimes.com/1993/08/15/arts/television-black-life-on-tv-realism-or- stereotypes.html?pagewanted=all&src=pm 19
American behavior.52 “In contemporary American society the most effective way in which stereotypes are perpetuated is through the media.”53 These images have, unfortunately, followed the culture through history and as some have suggested, found a place in the programming provided on certain African American-influenced networks such as BET. BET was once the only African American-themed network, but the arrivals of TV One and Centric networks have provided the only other options to the often dissatisfying programming of BET as cited by various viewers’ comments of the beleaguered network. Some viewers still insist that the addition of the latest networks to be created to address this void hasn’t compensated for the lack of interesting and complimentary storytelling found plentiful on other networks.54
The fledging history of Black Entertainment Television (BET) may shed some
light on what began as a bold and promising venture of and presumably rich culture’s
vision for its viewing audience. It was the first “black network” and, therefore, possibly
expected to set the example of how to positively portray African Americans on the “small
screen.”55When BET debuted on January 25, 1980 on a miniscule investment of $15,000
and an additional investment of $500,000, it was the only network entirely devoted to
African American audiences.56 Since then, it has remained the largest network for
52 Gray, Steven F. (1996). Recognizing Stereotypical Images of African Americans in Television and Movies. Yale-New Haven Teachers Institute, 3. Retrieved from Retrieved from http://www.yale.edu/ynhti/curriculum/units/1996/3/96.03.05.x.html 53 Gray, Steven F. (1996). Recognizing Stereotypical Images of African Americans in Television and Movies. Yale-New Haven Teachers Institute, 3. Retrieved from Retrieved from http://www.yale.edu/ynhti/curriculum/units/1996/3/96.03.05.x.html 54 Black Entertainment Television – Criticism – Encyclopedia II. Wikipedia. Retrieved from https://wiki.glynlyon.com/wiki/index.php?title=Black_Entertainment_Television 55 Hunt, Darnell M. (2012). Black Entertainment Television, US Cable Network. The Museum of Broadcast Communications. Retrieved from http://www.museum.tv/eotvsection.php?entrycode=blackenterta 56 Hunt, Darnell M. (2012). Black Entertainment Television, US Cable Network. The Museum of Broadcast Communications. Retrieved from http://www.museum.tv/eotvsection.php?entrycode=blackenterta 20
African American audiences despite the recent arrival of worthy competitors, TV One
and BET’s own network spin-off, Centric.57 By 1991, BET’s parent company, BET
Holdings, became the first black-owned company to be traded on the New York Stock
Exchange.58 Though straddled by low subscriptions costs and an inaccurate market
strategy, the BET Empire continued to grow encompassing numerous magazines, radio,
film, and television enterprises.59 With such a devotion to black audiences, a viewer
might think the only requirement of a “memoranda of understanding” for Comcast/NBC
would be to depict faithful and full representations of black culture. Yet, further analysis
and feedback from BET viewers suggest that its reach needs to be extensive and thorough
in reaffirming positive depictions of African Americans in the television industry, further emphasizing the importance of the five focus points of the MOU. The five focus points are Corporate Governance, Employment/Workforce Recruitment & Retention,
Procurement, Programming, and Philanthropy & Community Investments.
TVOne is the latest network with programming targeted to African Americans, and it has seen tremendous growth since it was launched January 19, 200460. Based in
Silver Springs, MD the network houses itself between the two media giants that share its
ownership, Radio One Inc. in Lanham, MD and Philadelphia-based, Comcast
Corporation, a region that also boosts a huge African American population. Influence
57 Gorman, Bill. (2011, December 11) 2011 Is BET’s Most Watched Year Ever. TV by the Numbers. Retrieved by http://tvbythenumbers.zap2it.com/2011/12/21/2011-is-bets-most-watched-year- ever/114425/ 58 Hunt, Darnell M. (2012). Black Entertainment Television, US Cable Network. The Museum of Broadcast Communications. Retrieved from http://www.museum.tv/eotvsection.php?entrycode=blackenterta 59 Hunt, Darnell M. (2012). Black Entertainment Television, US Cable Network. The Museum of Broadcast Communications. Retrieved from http://www.museum.tv/eotvsection.php?entrycode=blackenterta 60 TVOne. Radio One. Retrieved from http://www.radio-one.com/our-properties/tv-one/ 21
from the memorandum’s signing is expected to prevail at the network being owned by
one of the parties involved, namely, Comcast Corporation.61
Indeed, in response to the many years of complaints against BET, TVOne has
seen some success with a schedule of programs generally geared toward broader
audiences, its appeal rests in more than the one-dimensional viewer would be attracted.
“Unsung,” is a popular entry that asks, “Whatever happened to that particular artist
whose music you’ve enjoyed over the years?” It answers this question through an
interesting retelling of the artist’s life filled with the music you’ve loved by the artist.
Other shows such as Family Reunion, Renovate My Place, or Full Plate provide a well-
rounded source of television entertainment popular with audiences today.62
BET and TVOne began as start-up networks striving to find a place in the viewing
market. A television industry that was once burdened with the constraints of rigid
conventionalism would not be too welcoming to such novice networks. However, after
several years of gradual gains in the ratings war, these networks would begin to acquire
the strength and the resources needed to yield profitable returns for their investors. Also,
there existed a need to convey positive news stories of African Americans that would
rival the negative accounts that may be shown on a likely biased news network.63 These
networks promised the potential to reinforce for African Americans positive images and
accomplishments by other African Americans, instilling in them a greater outlook and
61 Wikipedia, the free encyclopedia. (2012, August 21) Retrieved from the Wikipedia. http://en.wikipedia.org/wiki/Black_Entertainment_Television 62 Channel Listing – tvoneonline.com. TV One. Retrieved from http://www.dev.tvoneonline.com/channel- listings 63 Deggans, Eric. (2010, May 20). Fox Business anchor John Stossel mainstreams prejudiced views by saying private businesses should be allowed to discriminate. Tampa Bay Times. Retrieved by http://www.tampabay.com/blogs/media/content/fox-business-anchor-john-stossel-mainstreams- prejudiced-views-saying-private-businesses-shou 22
expectation for the future rather than contribute to the grievances being claimed by some
viewers.
There are many examples of the perceived negative image programming at BET
that can further be described by quotes from its viewers. Critical opposition has been
voiced by popular rap artist, Chuck D, University of Maryland at College Park students,
journalist George Curry, and writer Keith Boykin of their apparent dislike for
programming aired on BET.64 Indeed, BET has heard these kinds of complaints before,
but the issue continues to plague the network as it tries to diversify and provide
alternatives. One such alternative is the proposed launch of Centric, a more adult-
formatted television network for ages twenty-five and older developed to augment some of the criticisms that BET has received. Known formerly as BET Jazz, BET on Jazz, and
BET J, the Centric venture may demonstrate a realization of the criticism from the station’s high level executives. Viewers voiced their dislike for BET programming in feedback blogs and commentary that BET and MTV networks launched Centric in 2009 to attract an upscale, sophisticated African American and multicultural audience.65
Although, availability has been limited in some areas, Centric continues to be carried by
Dish, Direct TV, Verizon FIOS, and various other providers. Whether Centric will provide a solution that will appease the public is yet to be seen, though, BET J executive vice president and general manager, Paxton Scott Mills believes it can with, “We think
64 Black Entertainment Television – Criticism – Encyclopedia II. Wikipedia. Retrieved from https://wiki.glynlyon.com/wiki/index.php?title=Black_Entertainment_Television 65 Umstead, R. Thomas. (2009, April 22) BET, MTV to launch Centric Network cable channel to compete for TVOne audience. Target Market News. Retrieved by http://www.bing.com/search?q=centric+network&form=MSNH14&pq=centric+netwrk&sc=7- 14&sp=1&qs=SC&sk= 23
we have a unique way of serving that demo that no one else can in the space.”66 Mills
suggests providing programming for a sophisticated, upscale audience of African
Americans, 25 and older, to be this exceptional way of delivering “quality” television to
the demo.
While most networks strive to be inventive, original, and finally provocative, BET
viewers’ criticisms of the network seem to focus on the idea that the network tries to
appeal only to the “provocative” element when choosing its programming. “The images of African Americans being projected in their programming are of artists who are obsessed with money, sex, and popularity. The characters the artists play in music videos are willing to do anything for the almighty dollar, including rob, cheat, pimp women (or themselves), steal and kill. No, this is not the Playboy channel or HBO, both of which have the freedom to show such things. This is bad entertainment disguised as good entertainment for blacks and it comes in the form of the network BET (Black
Entertainment Television).”67
Given what these voices perceive to be the questionable nature of BET’s
programming offerings, one may ask, “Can’t BET or a similar formatted network provide
better programming on their network? If the audience demands quality programming,
might providers of such material surface? Programming at the network has seemingly
continued to produce and air programs that “sell” by displaying sexual innuendo,
crudeness, and vulgarity such as the dress attire of cartoon version of a woman on BET’s
66 Concepcion, Mariel. (2009, April 24). BET J, VH1 Soul To Join Forces for New Centric Network. Billboard.com. Retrieved from http://www.billboard.com/news/bet-j-vh1-soul-to-join-forces-for-new- centric-1003966375.story#/news/bet-j-vh1-soul-to-join-forces-for-new-centric-1003966375.story 67 Brown, Andre. A Message to BET: BLACK EMBARRASSING TELEVISION. Young African Americans Against Media Stereotypes editorial. Retrieved from YAAAMS - Young African-Americans Against Media Stereotypes -BET 24
Cita World. Unfortunately, such programming could be the sole television representation
of African Americans for its many young viewers. “The network had been known for
showcasing such shows as “Cita’s World,” that depicted a cartoon of a woman who would give relationship advice. “Her attire alone was enough to raise eyebrows. Although a caricature, she was scantily dressed as if this was the only way to resonate with the audience. She always spoke with improper or broken English and possessed a rude and obnoxious demeanor. It may be difficult to believe that this is the image of Black culture
that a network named “Black Entertainment Network” would represent. There are enough
negative images of the culture represented elsewhere on other networks.” 68 Such
reactions to the network’s programs from viewers may express a desire for something
new and fresh such as Centric. The existence alone of such images may be the driving
force behind an urgent resolve to produce better programming for a minority audience
and to better depict minorities in the media. These offensive images may be reason
enough to discontinue the reinforcing or glorifying of derogatory likenesses of African
Americans on some networks.69
Some might suggest that even those shows that enjoyed longevity on the BET
Network are today still appearing without much merit or taste. Such is the case with the long-running, “Comic View.” “The show begins with the host, coming on stage with a
dozen women who are two seconds away from being naked. The host is dressed in
vibrantly colored suits, complete with his diamond jewelry and permed hair that is neatly
68 Brown, Andre. A Message to BET: BLACK EMBARRASSING TELEVISION. Young African Americans Against Media Stereotypes editorial. Retrieved from YAAAMS - Young African-Americans Against Media Stereotypes -BET 69 James, M. and Braxton, Greg. (2012, April 12).BET founder’s new venture centers on Web. Los Angeles Times. http://articles.latimes.com/2012/apr/17/business/la-fi-ct-robert-johnson-20120417 25
pulled back into a ponytail. He then dances around on the stage with women surrounding
him, and they all continue to dance until the actual “show” starts. Some have reflected
that this scene is very reminiscent of a minstrel show-complete with-dancing and smiling while telling jokes for amusement. The show goes on to feature comedians who usually tell tasteless jokes about sexual related matters more than anything else.”70
With shows like “Comic View “ on television stirring such debate, BET network
Chairman and CEO, Debra Lee has responded recently in an interview with Forbes
magazine that she no longer wants to offend her viewers and admits in the interview that
“BET was (and arguably still is) seen as a hot bed for derogatory black images.”71 “Our new brand strategy: We respect, reflect and elevate our audience.” “They want to be entertained, but they also want to be inspired.”72Such is the response to online petitions and protests that were brought literally to the front door of Ms. Lee.
The pressure to improve the diversity and quality of programming began with
2011’s fall lineup. BET introduced a different look in the addition of shows such as
“Reed between the lines,” starring Malcolm Jamal Warner, formerly of the “Cosby
Show,” and Tracie Ellis Ross of the sitcom, “Girlfriends.” The show will consist of two
professional parents of a blended family, Warner and Ross, to continue the climb in
ratings the network has experienced since they acquired ratings booster “The Game,”
70 Brown, Andre. “A Message to BET: BLACK EMBARRASSING TELEVISION”. Young African Americans Against Media Stereotypes editorial. Retrieved from YAAAMS - Young African-Americans Against Media Stereotypes -BET 71 Moore, Michael Langston. BET’s Debra Lee no longer wants to offend black viewers. The National Examiner. http://www.examiner.com/african-american-entertainment-in-national/bet-s-debra-lee-no- longer-wants-to-offend-black-viewers. 72 Moore, Michael Langston. BET’s Debra Lee no longer wants to offend black viewers. The National Examiner. http://www.examiner.com/african-american-entertainment-in-national/bet-s-debra-lee-no- longer-wants-to-offend-black-viewers. 26
from the CW network in January 2011 and another ratings’ grabber, “Let’s Stay
Together.” The network’s intention is to grow as some other networks have from
showing reruns and movies to more original programming. The plan seems on track with
the other original programming slated for release possibly in 2013. Thus, some of the
other original programming planned is a drama about the criminally insane at the infamous St. Dympha Hospital, “Asylum” and the returning “Lenox Ave.,” about three friends growing up in Harlem. African American viewers have proven that they will watch quality programming with the ratings and network viewership increase made by the premiere of the “Game” in January bringing 7.7 million viewers to the network.
73However, there are still many critics of BET who are doubtful that the network will
dispel the damaging image the network has admittedly established for itself from
showing endless, rap/hip-hop videos and little else especially since its sell to Viacom in
2003. As one commenter of the article posted, “Even with the addition of all the new
channels and cable and satellite and digital, there is still very few outlets that target
African Americans. To rephrase, there are still very few outlets shameless enough to
provide vacuous content a generation of impressionable African Americans. I could go
on. BET was and still is a missed opportunity for African Americans.” 74
To further expand on the enduring consequences that a television network might
have upon a viewing audience, some findings on the effects of television upon a person
or group of persons are varied in critic reviews. “This instrument can teach, it can
73 Moore, Michael Langston. “BET’s Debra Lee no longer wants to offend black viewers.” The National Examiner. http://www.examiner.com/african-american-entertainment-in-national/bet-s-debra-lee-no- longer-wants-to-offend-black-viewers 74 Moore, Michael Langston. BET’s Debra Lee no longer wants to offend black viewers. The National Examiner. http://www.examiner.com/african-american-entertainment-in-national/bet-s-debra-lee-no- longer-wants-to-offend-black-viewers. 27
illuminate; yes, and it can even inspire. But it can do so only to the extent that humans are
determined to use it to those ends. Otherwise, it is nothing but wires and lights in a
box.”75 TV is believed by many to be of a “double-edge sword” quality to its viewers. In one instance, it’s a beneficial leisure activity allowing us to sit back and relax while we watch selected programming. In another, it can be detrimental in that the viewing of television has been directly tied to the violence in society, obesity in teens, and the weakening of brain function. Yet, television can be respected for its sheer influence upon our lives and how we live them. Television gave Americans a picture to what they had only seen or heard about from others. The reality made the view of an occurrence one had heard about quite different than without a visual. Such was the case with the Civil Rights movement and the Vietnam War of the mid to late twentieth century. In the case of the
Vietnam War, many began to turn against the war after seeing the images shown to them on television every evening.76 Still a relatively new medium, television instantly began to
shape and give voice to a new realism. In fact, it is interesting to note that, “80% of
Hollywood executives think there is a link between TV violence and real-life violence.”
77 Yet, the industry continues to increase the depiction of violent situations in their
dramas, comedies, and even family-themed programs.78
75 Morrow, Edward R. (2009, June 8) The Social Impact of Television. CyberCollege InternetCampus. Retrieved from http://www.cybercollege.com/frtv/frtv030.htm 76 McLaughlin, Erin (2012, March). Television Coverage of the Vietnam War and the Vietnam Veteran. Warbird Forum. Retrieved from http://www.warbirdforum.com/media.htm 77 Morrow, Edward R. (2009, June 8) The Social Impact of Television. CyberCollege InternetCampus. Retrieved from http://www.cybercollege.com/frtv/frtv030.htm
78 Morrow, Edward R. (2009, June 8) The Social Impact of Television. CyberCollege InternetCampus. Retrieved from http://www.cybercollege.com/frtv/frtv030.htm 28
Violence sells well in the television market.79 And if asked, could a
person actually envision a world without the impact of television and what it has shown
us through it varied images? It is probably a difficult task without the moving visual
connection from television that’s provided images outside of our immediate surroundings
for several generations.80 Unfortunately, violent yet entertaining shows such as the
“Sopranos,” have been linked to murders and other possible distortions of reality as
viewers seek to mimic the actions of the show’s characters to solve their real-life problems. Even television news programs are infused with various violent images to arouse the attention of its viewers. But should ratings be reason enough for displaying negative images upon an ever impressionable audience?
The AALO exists to challenge network portrayals of African Americans by organizing to monitor the human resources, policies, and future programming of the
Comcast merger.81 Organizations such as the AALO typically form when the needs and
advancements of a particular group begin to appear jeopardized. Organizers usually
possess this “vision” of how they want to establish change.82 Perhaps the opportunity of
the Comcast/NBC transaction and the resulting MOU pursued by the AALO upon the
announcement of this monumental media event would be to effectuate a shift in the
approach taken by networks and programmers to counteract the stereotypical images of
79 Lavers, Daphne (2001). Media violence and information and strategies. The free radical. Retrieved from http://www.thefreeradical.ca/television/tvUltimateIrony.html 80 Armstrong, Garner Ted. Violence, Sex, and Blood Lust – Why does it sell? GTA News. Retrieved from http://www.garnertedarmstrong.org/GTA_Wordfroms/gtanews77.htm 81 National Association for the Advancement of Colored People (2009-12). NAACP – 100 Years of History. Retrieved from http://www.naacp.org/pages/naacp-history 82 Odell, Eric. It’s A Skill, Not a Mystery: What is an Organizer? Threshold Magazine. Retrieved from https://www.msu.edu/~corcora5/org/what-is.html 29 television of the past with positive and more representative images of television of the future.
.
30
CHAPTER 4: THE ROAD TO DISCOVERY
While an agreement such as the Comcast/NBC-AALO Memorandum may have its origins between two or more identifiable parties, there appears to be little doubt that the effects of such an agreement can go beyond the original parties to the commitment.
After a successful implementation of a new programming strategy for the 2011 Fall schedule in recognition of what had been perceived as an unpopular trend in its programming, BET’s 2012 Fall schedule had a few changes that included the addition of three reality styled programming instead of scripted shows with Keyshia & Daniel, Don’t
Sleep hosted by T.J. Holmes, and Apollo Live. Viewers’ responses persist in 2012 as they
did in 2011 that prompted one viewer to remark, “BET rode those raunchy videos for
quite awhile under Lee’s stewardship, made a lot of money off of them. Now they are
claiming social responsibility too late. U already got the blood money. Glad u changed
but don’t act like it didn’t take people banging their heads against a stone wall to get BET
to listen,”83continuing the debate whether the network can truly be relied upon in their commitment to improving their programming lineup.
The various examples of programming and viewer response presented in this
research of what some view as lewd depictions of African Americans in television by
certain African American networks seem to still permeate the programming on network
television. It would seem that the networks are ignoring the criticism in favor of what
may be seen as ratings gold. Hopefully, some viewers’ clear displeasure with the
83 Huey. (2011, April 11). Video: BET’s Debra Lee Says Network Is Cleaning Up Image. Lee Bailey’s EurWeb Electronic Urban Report. Retrieved from http://www.eurweb.com/2011/04/video-bet%E2%80%99s- debra-lee-says-network-is-cleaning-up-image/ 31
depiction of African Americans in programming may inspire efforts in the same spirit of
the Memoranda which are to encourage authorizations from the popular forces in the
media for admirable characterizations of a particular group or segment of the population
in the media as well at networks geared to that demographic group or segment of the
population.
The literature supporting the research conducted is a compilation of analysis of
television’s influence upon its audience over a period of time. Television has served as a
beacon of notable revelations upon many important events in history throughout the past
century and still remains the supreme source of information and news in a technology age
of devices and gadgets. It would therefore seem that persons of influence in the television
industry would use this powerful medium to portray positive images over others.
Memoranda like the NBC/Comcast and the AALO are perhaps the first step in what may
be the recognition of a need to re-direct programming decisions toward achieving social gain through positive images.
As this research explores the greater complexities as of result of memoranda between groups and media providers, it’s intended to also provide guidance and direction to those who’ll find themselves at similar crossroads within the media industry in the future. With an analysis of the Comcast/NBC-AALO Memorandum, we witness both the
Industry and the AALO’s leadership in positively taking the responsibility of guarding the depiction of ethnic groups in a more thoughtful and strategic way than they have in the past. Though, it may be overdue, the process has never been more necessary as the television landscape strives to become more diverse and respond to the digital competition that’s becoming increasingly present. Also, the process may be a tedious 32
one, leaving no scenario unturned as their agreement hopes to encompass every possible
transgression. The AALO seeks to achieve greater representation on the small screen,
increase the hiring of African Americans behind the camera, and initiate programs for
young people interested in the television and enhancing the genre. Payne Brown, Vice
President of Strategic Initiatives in Public Policy, has commented, “I have had the
pleasure of working on some very interesting projects during my tenure at Comcast. But,
nothing I’ve worked on up to this point has been as compelling, and has the potential for
positive impact, as my participation in the negotiation of the Comcast/NBC Universal-
AALO Memorandum of Understanding (“AAMOU).”84As compared to other
Memoranda which were at best “one-offs” without any progeny, it may be revealed that
this Memorandum has prompted other ethnic groups to generate similar agreement bids
bearing a positive influence within the television network community. Seeking the
commitment to diversity from the industry at pivotal moments of ownership or leadership
change may be a more successful approach to achieving the aspirational goals of
diversity as opposed to seeking these goals in reaction to sporadic examples of
programming’s negative images.
Comprehensively, the Memorandum ensures NBC-Comcast’s commitment to
carry four new African American owned or managed independent channels of a
prescribed ten in the imminent future. And in completion, they will also provide more
training to their executives, expand distribution of two existing African American
84 Brown, Payne. (2010, December 10). African American Leadership Organizations and Comcast/ NBC Universal Announce Memorandum of Understanding. Comcastvoices. Retrieved from http://blog.comcast.com/2010/12/african-american-leadership-organizations-and-comcastnbc-universal- announce-memorandum-of-understand.html 33
channels, and make a $20 million investment to aid the lack of capital in producing
African American projects. 85
Similar to many ventures pursued in other industries, these projects are
usually never without complication. Although, it began as an aspiring effort from all the
parties involved, some are suggesting that the new MSNBC show of Al Sharpton of the
National Action Network and founding member of the AALO, to be payment for
supporting the NBC/ Comcast merger and helping to ease the tensions from the FCC
through the proposed memorandum.86 “Eight months after Al Sharpton signed a pivotal agreement that helped Comcast and NBC secure Federal Communications Commission approval for their $30 billion merger, MSNBC appears poised to reward him with a prime-time news show.”87 For some this only fuels the fire of an already controversial
merger.
Yet, a promising development since the merger of NBC Universal and
Comcast is that Comcast claims to have fulfilled its commitment obligation with NBC
Universal. With the Memorandum between Comcast/ NBC and the AALO still left to
fulfill its annual meeting commitment for 2012 as of January 23, 2013, Comcast’s recent
attempts to execute its original agreement with NBC Universal has appeared encouraging
with declarations of great investment in NBC thus far. “Comcast said it boosted NBC
85Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding,%20African%20America n%20Leadership%20Organization.PDF.PDF 86 Barrett, Wayne. (2011, July 27). Sharpton’s Affirmative Action Win. The Daily Beast. Retrieved from http://www.thedailybeast.com/articles/2011/07/27/al-sharpton-affirmative-action-beneficiary-of-the- nbc-comcast-merger.html 87 Barrett, Wayne. (2011, July 27). Sharpton’s Affirmative Action Win. The Daily Beast. Retrieved from http://www.thedailybeast.com/articles/2011/07/27/al-sharpton-affirmative-action-beneficiary-of-the- nbc-comcast-merger.html 34
stations’ local news and information programming by 2,000 hours, double the amount of
its original commitment. Another commitment was to make a greater investment in
NBC’s programming. Comcast said that it spent an additional $300 million in the past
year on NBCU programming - $200 million of which was for NBC primetime.”88 Such
positive fulfillment in such a short period of time would seem to bode well to the
obligations and aspirations of the MOU.
The aforementioned addition of four new minority owned-and-operated channels as part of the merger deal that precedes the additional measures agreed upon in the MOU is another example of a goal to be reached. Currently, there are no minority owned-and- operated channels on Comcast’s lineup as of January 23, 2013. Comcast seeks to be first in producing this change for a growing, multicultural new audience.
As already discussed, one goal of the memorandum is to bring more diversity to the screen itself. This goal is also part of the ongoing process to fulfill the initiatives of the five focus points of the memorandum. One can look at the 2012 Emmy nominations to judge the lack of actor and actresses of color being considered in the annual ceremony that celebrates the best in television. Although, it doesn’t totally excuse the Emmy committee from fault in the lack of choosing minorities in any of the voted on categories, the NBC/ Comcast and AALO memorandum may demonstrate the need to establish and maintain a program to influence a greater casting of African Americans into the quality programming recognized by the Academy Awards. It could also prompt a measure for
88 Johnson, Ted. (2012, February 28). Comcast touts its push for diversity, localism, Conglom sez it’s complying with FCC terms of NBCU merger. Variety. Retrieved from http://www.variety.com/article/VR1118050848 35 production companies to bring more diverse projects to completion enabling them eligible for Emmy consideration during the nomination process.
Though, NBC Universal, Comcast promises an increase in quality and diverse programming, in the 2012-2013 television season, all the four major networks, NBC,
ABC, CBS, and FOX, have been accused of not being diverse enough in their prime-time lineup. Yet, NBC is to be commended for leading the networks in the percentage of minorities represented in its scripted programs and for being the only network with at least one minority in every series.89 And in yet another division of NBC, NBC news programming, it appears that there is an absence of minorities in the newsrooms at NBC where two Hispanic journalists have charged the network with not wanting to hire
Hispanics anchors. Consequently, the network has begun speaking out to reinforce their commitment to improving diversity in every component of the television process.90
89 Ngwije, Americ. (2012, September 12). Racial Diversity on TV – Fall 2012. Tv equals. Retrieved from http://www.tvequals.com/2012/09/17/infographic-racial-diversity-on-tv-fall-2012/ 90 Szalai, Georg. (2011, August 23) NBC Universal Criticized for Not Being Diverse Enough After Comcast Deal. The Hollywood Reporter. Retrieved from http://www.hollywoodreporter.com/news/nbcuniversal- criticized-not-being-diverse-226374 36
CHAPTER 5: DISCUSSION – SHOULD A MOU BE UTILIZED?
This analysis has explored the thesis proposition that the industry’s awareness of the influence of television has inspired the introduction of the memorandum of understanding between Comcast/NBC and the AALO to dictate the objectives and compliance of a particular ethnicity or special interest group within the television establishment. The success of prior memoranda implemented at the beginning of a new venture or strategic partnership has encouraged the newly merged Comcast/NBC venture to engage in a memorandum of understanding with the AALO with a vision for a new partnership and its plans for their future in television. Their alliance is expected by many to bring promising opportunities for African Americans in front and behind the camera, and at a minimum, it is hoped to provide a roadmap for the companies’ to address issues important to a diverse audience.
Because of the lack of flattering and full dimensional images of African
Americans on many television programming, the memorandum between Comcast/NBC and the AALO was enacted to counter the progression and lasting effects of such damaging images and create new and inspiring ones for its audiences. Providing more insightful images for African Americans to see of themselves on television is the memorandum’s intent proposed thru the commitment of NBC Universal and Comcast to increase the employment of African American actors, creative personnel and programmers with the goal of having a significant and lasting effect on the future of television programming. 37
The first four chapters discussed both the Comcast/ NBC-AALO MOU and cited past examples of the successful use of similar agreements between alliances looking to ensure that certain aspirational goals or commitments are met. The goals to be achieved in future engagements of the parties to the memorandum are carefully outlined using an analysis of the five focus points of the memorandum. Examples of negative images of
African Americans were quoted by various critics and viewers alike to elaborate the need for a memorandum onto today’s television platform. And an analysis of the implications of a memorandum was later assessed to enable a clearer vision of the results to be expected from a successful memorandum.
The Memorandum would ensure that the stated objectives of the parties would be accomplished, not all at once, but through an ongoing working relationship. Existing
African American networks such as BET, TVOne, and Centric could benefit from a similar memorandum to negotiate and monitor the depiction of African Americans on their networks. As a result, BET Chairman and CEO, Debra Lee has committed to making improvements in the networks’ future portrayals of African Americans. Perhaps the efforts of Comcast/NBC are having a residual effect of allowing the audience a platform and an example for demanding the same inspirational programming goals of other networks that BET has now committed to convey.
Throughout the prior chapters it’s been discovered that memoranda have been used by other companies in the television industry, to establish or define a relationship
between the engaged parties. Although, the only other notable memorandum cited in the
past few years was between the Beijing Gehua Cable TV Networks Co. Ltd. and Big Sky
Network Canada Ltd. Their memorandum sought to increase internet usage and 38
broadband capability throughout mainland China. Through the memorandum, China and
some of its remote locations successfully guided through the expansive technological
transition.91
While memoranda may not be seen as binding when expressed through legal
disclaimer, their commitments can be seen to be symbolically and politically binding.
The Comcast/NBC –AALO Memorandum is a signed agreement that purports to fulfill
the commitments it has set within the language of their contract. Any developments that
occur in relation to the details of the memorandum would be advised by the Board of
Governors and a revised memorandum would be issued if needed.
The literature available for the research process of this study was sparse though
the available material was sufficient in detailing the measures sought by the
Memorandum. If further study were to be undertaken on this subject, it may be necessary
to do so after some of the objectives of the Memorandum may have begun to materialize
and take effect within the market of the respective parties or after certain efforts have
been clearly undertaken by the parties.
Some ideas for ensuring the enduring and meaningful effect of the memorandum
between NBC Universal, Comcast and The African American Leadership Organization
would be to enact a model for other companies looking to develop agreements to achieve
similar mutually desired goals or aspirations. The steps needed to begin towards forming
memorandum for other companies could be developed by carefully following the
91 China Broadband Corp. (2008, March 26). Memorandum of Understanding – Beijing Gehua Cable TV Networks Co. Ltd. and Big Sky Network Canada Ltd. Findlaw.com. Retrieved from http://corporate.findlaw.com/contracts/operations/memorandum-of-understanding-beijing-gehua-cable- tv-networks-co.html 39 procedures originally enacted by the Memorandum of Understanding between NBC
Universal, Comcast and The African American Leadership Organization.
In finalizing the research on the importance and necessity for a Memorandum, there are three main points that can be drawn from the analysis. First, a memorandum of understanding is probably the best instrument suited to address the request of any special interest group or ethnicity to ensure that interests and concerns of those groups do not go unheard and that corporations do not engage in profit-seeking to the detriment of those interests and concerns . Second, such a memorandum is not binding unless noted within the document as such, and yet when two or more parties make such commitments in the interest of a greater good, its effect is just as strong. Lastly, a memorandum is considered a more formal version of a letter of intent between parties, and it would be more effective and wise for parties to engage in a memorandum when proposing a thorough, comprehensive agreement towards aspirational goals. Clearly, all of these attributes make it a compatible and effective instrument for acquiring leverage to introduce more African
American programming onto today’s television channel line-up, but the memorandum can be seen as an even greater effort to address an important goal of having corporate industry leaders focus true attention to diversity in all aspects of the television industry.
Once programming that appeals to the interests and concerns of the African
American community begins to meet the objectives and goals stated in memorandum, there’s hope that such images will inspire and influence an entire new generation of viewers and observers of the Comcast/NBC and the AALO alliance. Such inclusion may change the appearance of our current cable line-up but may also bestow many new opportunities and worthy programming for an eager audience. With digital programming 40 allowing the availability of more channel space, maybe there’s room for a more diverse library of television to be utilized today rather than later if we are demonstrate to later audiences an awareness of inequality and the motivation for improvement.
41
List of References
Adegoke, Yinka and Levine, Dan. (2011, January 19) Comcast completes NBC Universal Merger. Retrieved from http://www.reuters.com/article/2011/01/29/us- comcast-nbc-idUSTRE70S2WZ20110129
Armstrong, Garner Ted. “Violence, Sex, and Blood Lust – Why does it sell?” http://www.garnertedarmstrong.org/GTA_Wordfroms/gtanews77.htmBarrett, W. (2011). Affirmative Action Win. Newsweek, The Daily Beast. Retrieved from http://www.thedailybeast.com/articles/2011/07/27/
Barrett, Wayne. (2011, July 27). Sharpton’s Affirmative Action Win. The Daily Beast. Retrieved from http://www.thedailybeast.com/articles/2011/07/27/al- sharpton-affirmative-action-beneficiary-of-the-nbc-comcast-merger.html Black Entertainment Television – Criticism – Encyclopedia II. Retrieved from https://wiki.glynlyon.com/wiki/index.php?title=Black_Entertainment_Television Bogle, Donald. An Excerpt from Primetime Blues: African American on Network Television. January Magazine. Retrieved from januarymagazine.com/features/primetimeblues.html Brown, A. A Message to BET: BLACK EMBARRASSING TELEVISION. Young African Americans Against Media Stereotypes editorial. Retrieved from YAAAMS - Young African-Americans Against Media Stereotypes -BET Brown, P (2010). African American Leadership Organizations and Comcast/ NBC Universal Announce Memorandum of Understanding. Comcastvoices. Retrieved from http://blog.comcast.com/2010/12/african-american-leadership- organizations-and-comcastnbc-universal-announce-memorandum-of- understand.html Channel Listing – tvoneonline.com – TV One. Retrieved from http://www.dev.tvoneonline.com/channel-listings China Broadband Corp. (2008, March 26). Memorandum of Understanding – Beijing Gehua Cable TV Networks Co. Ltd. and Big Sky Network Canada Ltd. Findlaw.com. Retrieved from http://corporate.findlaw.com/contracts/operations/memorandum-of- understanding-beijing-gehua-cable-tv-networks-co.html
Civil Rights Movement. (n.d.) In The Museum of Broadcasting Communications online. The Civil Rights Movement and Television. Retrieved from http://www.museum.tv/eotvsection.php?entrycode=civilrights.
42
Cohen, David L. (2009, February 21) Comcast to Bring Four New Independent Minority-Owned Networks to Consumers. ComcastVoices. Retrieved from http://blog.comcast.com/2012/02/comcast-to-bring-four-new-independent- minority-owned-networks-to-consumers.html
Coleman, J. (2011) Sharpton Pushed for Comcast/NBC Merger – And Now Is In Line for Own Show on MSNBC. Newsbusters, Exposing & Combating Liberal Media Bias. Retrieved from http://newsbusters.org/blogs/jack- coleman/2011/08/01/sharpton-pushed-comcastnbc-merger-and-now-line-show- msnbc
Concepcion, Mariel. “ BET J, VH1 Soul To Join Forces for New Centric Network.”Billboard.com. April 24, 2009. Retrieved from http://www.billboard.com/news/bet-j-vh1-soul-to-join-forces-for-new-centric- 1003966375.story#/news/bet-j-vh1-soul-to-join-forces-for-new-centric- 1003966375.story CyberCollege (2009). The Social Impact of Television. CyberCollege Internet Campus. Retrieved from http://www.cybercollege.com/frtv/frtv030.htm Elizondo, Marco. “Comcast, NBC merger: What’s it mean for young people.” People’s World, It’s your World. July 20, 2010. Retrieved from http://www.peoplesworld.org/comcast-nbc-merger-what-s-it-mean-for-young- people/ EURPublisher01 (2011). Video: BET’s Debra Lee Says Network Is Cleaning Up Image. Lee Bailey’s EurWeb Electronic Urban Report. Retrieved from http://www.eurweb.com/2011/04/video-bet%E2%80%99s-debra-lee-says- network-is-cleaning-up-image/ Ford, T.E. (1997). Effects of Stereotypical television portrayals of African Americans on person perception. Personality and Social Psychology Quarterly. Retrieved from http://cat.inist.fr/?aModele=afficheN&cpsidt=2844309 Gorman, Bill. (2011, December 11) 2011 Is BET’s Most Watched Year Ever. TV by the Numbers. Retrieved from http://tvbythenumbers.zap2it.com/2011/12/21/2011-is-bets-most-watched-year- ever/114425/ Gray, Steven F. (1996). Recognizing Stereotypical Images of African Americans in Television and Movies. Yale-New Haven Teachers Institute, 3. Retrieved from http://www.yale.edu/ynhti/curriculum/units/1996/3/96.03.05.x.html 43
Hamill, Kristen. (2011, January 18). U.S. approves Comcast-NBC merger. CNN Money. Retrieved from http://money.cnn.com/2011/01/18/technology/fcc_comcast_nbc/index.htm Internet Traffic to Reach 15 Bytes a Second by 2008, Says Probe. China Daily. Retrieved from http://www.chinadaily.com.cn/03/26/2004. Hunt, Darnell M. (2012). Black Entertainment Television, US Cable Network. The Museum of Broadcast Communications. Retrieved from http://www.museum.tv/eotvsection.php?entrycode=blackenterta
James, M. and Braxton, Greg. (2012, April 12).BET founder’s new venture centers on Web. Los Angeles Times. http://articles.latimes.com/2012/apr/17/business/la-fi-ct-robert-johnson-20120417
Johnson, T. (2012) Comcast touts its push for diversity, localism, Conglom sez it’s complying with FCC terms of NBCU merger. Variety. Retrieved from http://www.variety.com/article/VR1118050848.html?cmpid=RSS%7CNews%7C LatestNews
Jones, Ayana. (2012, July 31). Comcast Makes Best in Diversity List – Again. Philadelphia Tribune. Retrieved from http://www.phillytrib.com/businessarticles/item/5124-comcast-makes-best-in- diversity-list-%E2%80%94-again.html
Lacob, Jace & Fernandez, Maria Elena. Downton Abbey Returns and How PBS Got Cool. The Daily Beast. Retrieved from http://www.thedailybeast.com/articles/2012/02/14/downton-abbey-and-how-pbs- got-cool.html Larsen, R. (March 23, 2011). Comcast Diversity Councils Include One for Hispanics. HireDiversity.com. Retrieved from http://www.hirediversity.com/news/2011/3/23/comcast_diversity_councils_includ e_one_for.htm
Lavers, Daphne (2001). Media violence and information and strategies. The free radical. Retrieved from http://www.thefreeradical.ca/television/tvUltimateIrony.html
Moore, M. L..BET’s Debra Lee no longer wants to offend black viewers. The National Examiner. Retrieved from http://www.examiner.com/african-american-entertainment-in-national/bet-s- debra-lee-no-longer-wants-to-offend-black-viewers
MacDonald, J. Fred. One Nation Under Television: the Rise and Decline of Network TV. MacDonald & Associates Presents. Retrieved from http://www.jfredmacdonald.com/onutv/political.htm 44
Martins, N. & Harrison K. Racial and Gender Differences in the Relationship between Children’s Use and Self-Esteem: Longitudinal Panel Study. Sage Journal, 15 (1), 1. Retrieved from http://crx.sagepub.com/content/39/3/338 McLaughlin, Erin (2012, March). Television Coverage of the Vietnam War and the Vietnam Veteran. Warbird Forum. Retrieved from http://www.warbirdforum.com/media.htm Memorandum of Understanding. In Memorandum of Understanding between Comcast Corporation, NBC Universal and The African American Leadership Organizations. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/Memo%20Of%20Understanding, %20African%20American%20Leadership%20Organization.PDF.PDF Moore, Michael Langston. BET’s Debra Lee no longer wants to offend black viewers. The National Examiner. http://www.examiner.com/african-american- entertainment-in-national/bet-s-debra-lee-no-longer-wants-to-offend-black- viewers. Morrow, E.R. (2008) The Social Impact of Television. CyberCollege.com. http://www.cybercollege.com/frtv/frtv030.htm National Association for the Advancement of Colored People (2009-12). NAACP – 100 Years of History. Retrieved from http://www.naacp.org/pages/naacp-history
Nagesh, Gautham. (2011, January 18). FCC gives green light to Comcast’s merger with NBC Universal. The Hill. Retrieved from http://thehill.com/blogs/hillicon-valley/technology/138495-fcc-approves- comcasts-purchase-of-majority-stake-in-nbc-universal
Odell, Eric. “It’s A Skill, Not a Mystery: What is an Organizer?” Threshold Magazine. Retrieved from https://www.msu.edu/~corcora5/org/what-is.html
Overview. NBC Learn. Retrieved from http://www.nbclearn.com/portal/site/learn/about Roberts, Johnnie L. Comcast-NBC Under Fire for Dragging its Feet on Diversity. Reuters. Retrieved from http://www.reuters.com/article/2011/08/02/idUS194906442120110802 Romm, Tony. “Lawmakers rebuff calls to delay Comcast-NBC merger timeline.” The Hill. May 19, 2010. Retrieved from http://thehill.com/business-a- lobbying/98815-lawmakers-rebuff-calls-to-delay-comcast-nbc-merger-timeline Summary of Diversity Commitments. In Comcast and NBCU’s Summary of Diversity Commitments. Retrieved from http://www.comcast.com/nbcutransaction/pdfs/SODC.pdf 45
Szalai, G. (2011) NBC Universal Criticized for Not Being Diverse Enough After Comcast Deal. Hollywood Reporter. Retrieved from http://www.hollywoodreporter.com/news/nbcuniversal-criticized-not-being- diverse-226374 Thomas III, William G. (2004, November). Television News and the Civil Rights Struggle: The Views in Virginia and Mississippi. Southern Spaces. Retrieved from http://www.southernspaces.org/2004/television-news-and-civil-rights- struggle-views-virginia-and-mississippi TVOne. Radio One. Retrieved from http://www.radio-one.com/our-properties/tv- one/
United States Department of Labor. “Employee Misclassification as Independent Contractors.” Retrieved from http://www.dol.gov/whd/workers/misclassification/
“What is Nationalism.”Nationalism. Retrieved from http://www2.sunysuffolk.edu/westn/nationalism.html
Wikipedia. 21 September 2011. < en.wikipedia.org/wiki/Memorandum_of_understanding>
Wilkerson, Isabel. “TELEVISION; Black Life on TV: Realism or Stereotypes?” The New York Times. August 15, 1993. Retrieved from http://www.nytimes.com/1993/08/15/arts/television-black-life-on-tv-realism-or- stereotypes.html?pagewanted=all&src=pm
46
Analysis of the three largest African American broadcast channels
BET
• Provides the hottest and newest in videos, music, news, and celebrity updates in black entertainment.
• Showcases original television programming and serves as source of viewers feedback on BET.com
TVOne
• Targets African Americans with a broad range of television programming.
• Its appeal rests on the variety of television programming it provides.
Centric
• A spin-off channel of BET that gives a alternative to BET’s youth-oriented programming
• Formerly BET Jazz and reformatted to market to an African American adult audience.
Aspire
• Launched by Magic Johnson, the network showcases movies, documentaries, short films to a mostly African American audience.
• As of 2013, it currently serves as a network on the Comcast lineup.