About
"The public reaction to BET was very positive. African Americans had always wanted a network that provided content directly to them on a targeted basis, a chance to showcase their creativity, and to talk about issues of primary concern to them."
In his one-and-a-half-hour interview, Robert Johnson discusses his early years in Washington, D.C. as vice president of government relations for the National Cable & Telecommunications Association (NCTA) during the rise of the cable industry following government deregulation. He recalls his concept for a cable network targeted at African American viewers and his efforts to secure funding for the proposed BET (Black Entertainment Television) network. He credits John Malone's association with the fledgling network, including providing initial funding, with opening doors to cable providers nationwide. He concludes by speaking about the tremendous growth of the network, culminating with the acquisition of BET by Viacom in 2000 and his then-pending retirement slated for January 2006. Karen Herman conducted the interview on September 15, 2005 in Washington, D.C.
Highlights

Robert Johnson on starting BET

Robert Johnson on BET's first broadcast

Robert Johnson on coming up with the name BET

Robert Johnson on BET running 24 hours/day and his programming strategy

Robert Johnson on Viacom's acquisition of BET
Full Interview
Chapter 1
On his early life and influences; on observing the Civil Rights Movement as a child; on his time at the Corporation for Public Broadcasting
On working as a congressional aide; on being a lobbyist for the cable industry; on early cable programming
Chapter 2
On starting BET; on John Malone's role in financing BET and the network's first broadcast; on BET's advertising and coming up with the name for the network
On BET's early staff; on his leadership qualities; on early BET programming; on BET's programming strategy
Chapter 3
On BET's news coverage; on Viacom's acquisition of BET; on the then-future of BET
On his influence on the television industry; on the power of television and the government's role in regulation; on his advice to aspiring network creators; on television and the black community
Topics
Civil Rights Movement
Robert Johnson on his observations of the Civil Rights Movement when he was a child
Media Consolidation
Robert Johnson on Viacom's acquisition of BET
Network Creation
Robert Johnson on starting BET
Robert Johnson on John Malone's role in creating BET
Robert Johnson on the early business plan and promotional activity of BET
Robert Johnson on coming up with the name BET
Representation on Television
Robert Johnson on broadcast networks and the black community
Television Industry
Robert Johnson on the early reaction of broadcast networks to cable
Robert Johnson on starting BET
Robert Johnson on John Malone's role in creating BET
Robert Johnson on the early business plan and promotional activity of BET
Robert Johnson on coming up with the name BET
Robert Johnson on Viacom's acquisition of BET
Underrepresented Voices
Robert Johnson on broadcast networks and the black community
Professions
Cable Executive
Robert Johnson on his advice to an entrepreneur interested in starting a network
Executives
Robert Johnson on his and Debra Lee's leadership at BET
Robert Johnson on his advice to an entrepreneur interested in starting a network
Network Founder
Robert Johnson on his and Debra Lee's leadership at BET
Robert Johnson on his advice to an entrepreneur interested in starting a network
Genres
Awards Shows
Robert Johnson on the BET Awards and BET's internet presence
People
Debra Lee
Robert Johnson on his and Debra Lee's leadership at BET
Robert Johnson on his early BET staff and his leadership qualities
John Malone
Robert Johnson on John Malone's role in creating BET
Sumner Redstone
Robert Johnson on Viacom's acquisition of BET
O. J. Simpson
Robert Johnson on BET's news coverage and covering big stories