Black Entertainment Television loses Procter & Gamble, but is it enough?

Viacom must be proud. I really have to believe that they are in a great mood today. If they aren’t all the better because I feel better. Why? Because Procter & Gamble and GM have pulled their ads from the network – specifically those found on Rap City and 106 & Park.

Both of these cable network programs are found on the infamous Black Entertainment Television (BET) [No relation], created by Bob Johnson based on the same theory as that of Marie Antoinette. But whereas Marie Antoinette was beheaded by the starving masses, the intellectually starving made Bob Johnson a billionaire. And Viacom was more than happy to jump on the bandwagon that Johnson started.

If television can be called the opiate of the masses, then gangsta rap and hip hop music videos are its crack. Bob Johnson figured out the formula and how to spread sales when he started his infamous late-night music video line-up. Viacom simply figured out how to sell this crack to schoolchildren during the day. Reginald Hudlin must be proud, because Sumner Redstone surely is.

But many others in the Black community, and those concerned about the welfare of children, were not pleased. Thus when the later re-named Hot Ghetto Mess was first imagined, we spoke out. While the changes were minor (program title was quickly altered, and some of the content it’s rumored) advertisers acted lest they stir the ire of the $1 trillion African American community. And again the voices were raised and that attention has caused action.

As most would agree, it doesn’t take a rocket scientist to realize that Rap City and 106&Park promoted videos to kids just out of school that focused on sex, violence and profane language. But for those, like the advertising executives at GM and Procter & Gamble, that obviously never actually watch the program an April Parent Television Council study found the following:

“…among other things, that Rap City featured on average 31.6 instances of sex, 25.3 instances of explicit language and 11.7 instances of violence per hour.”

And Bob Johnson had the balls to allege that Senator Obama was a drug dealer.

Don’t get too happy though. While these 2 companies are in the top 5 of advertisers in the nation they have not made the impact that really would have made a difference to Viacom. GM did take their ads from these BET programs, but it moved them to other programs on this troubled network. Thus the financial slap in the face has become a tap on the wrists and BET continues in silence.

And what about the advertisers that have not changed their position? That would be McDonald’s, YUM! Brands (ie. KFC, Pizza Hut, Taco Bell, and A&W root beer), and Verizon. Not one of these companies seems to be fazed by children being spoon-fed sex and violence. Yet not one of these companies would dare advertise on a program targeting White children with the same reported numbers. Obviously their opinion matches that of Sumner Redstone and Viacom. What great company to associate with.

And the Black community must be admonished for supporting these kinds of actions. With so much money being spent on keeping up with the Jones’, so much importance placed on style over substance we effectively beg for more intellectual crack and they whip it up on demand.

But until we act in the same manner as the poor French with Marie Antoinette, expect to eat more cake and have children more damaged every year. I have to wonder how well Debra Lee, Reginald Hudlin, and Bob Johnson sleep? I’d guess as well as the crack dealer on the corner.