BET president and CEO Scott Mills is adding to his portfolio at Paramount Global.
In the latest piece of reorganization at the conglomerate, VH1 will move under Mills’ BET Media Group. The cable outlet was previously part of the Chris McCarthy-led Paramount Media Networks, along with Paramount Network, MTV, Comedy Central, CMT and others.
Paramount CEO Bob Bakish wrote in a memo to staff Wednesday (see it in full below) that the move will allow for better alignment of priorities and make VH1 “best positioned for future success as a key part of the powerful BET ecosystem.” VH1 is the second most popular entertainment cable outlet among Black viewers, behind only BET.
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It also lightens the load for McCarthy, a Bakish favorite who will add premium cabler Showtime to his purview following David Nevins’ departure at the end of the year. MTV Entertainment Studios, headed by McCarthy and Nina L. Diaz, will continue to produce a number of VH1 series, including the Love & Hip Hop franchise, RuPaul’s Drag Race and Black Ink Crew.
The VH1 move also separates it from MTV in Paramount’s structure, ending almost four decades of close association between the two networks. The cable network started in 1985 as a music-video channel targeting a somewhat older audience than the youth-driven MTV. It eventually branched into original programming with shows like Behind the Music, I Love the … and a host of “celebreality” shows like Rock of Love and The Surreal Life. And, like MTV, it has mostly left its music roots behind.
As has been the case across the cable universe, VH1’s on-air audience has declined in recent years as increasing numbers of TV consumers opt out of cable subscriptions. Within that smaller ecosystem, however, it still ranks in the upper third of cable networks in the key ad demographic of adults 18-49.
VH1 will join a BET Media Group that also includes the namesake cable channel, streaming platform BET+, BET Her, BET Studios and BET Digital. “Scott and his team continue to drive the evolution and growth of BET by building an interconnected set of leading platforms — linear, streaming, digital and studios — centered around the Black community, Black culture and content,” Bakish wrote.
Bakish’s full memo is below.
Team,
As we take further steps to accelerate the transformation of our business and maximize the full strength of Paramount, I’m excited to share that VH1 will move into the BET Media Group, which includes BET, BET+, BET Studios and BET Digital.
This strategic alignment will ensure that VH1 — a leader in multi-cultural programming and the second largest U.S. cable network for Black viewership — is best positioned for future success as a key part of the powerful BET ecosystem under the leadership of Scott Mills.
Scott and his team continue to drive the evolution and growth of BET by building an interconnected set of leading platforms — linear, streaming, digital and studios — centered around the Black community, Black culture and content. Their ability to create hit programming and experiences, invest in new talent and storytellers, leverage our capabilities in streaming and original production, and expand and deepen relationships with key commercial partners make them ideally suited to take on this brand and business.
I’d also like to recognize the MTV Entertainment Studios team under the leadership of Chris McCarthy and Nina L. Diaz, who, for the past five years, have rebuilt the VH1 brand and produced powerful hit franchises from Black Ink Crew and Love & Hip Hop to RuPaul’s Drag Race. Their work has helped VH1 score nearly 40 Emmy Awards while establishing it as an industry champion in driving diversity both in front of the camera and behind the screens. As Chris and his team continue to focus on integrating Showtime and globalizing the Media Networks Group, they’ll also partner with the BET teams to continue producing several of the existing hit shows on VH1.
We are working through the details of that transition now and will share updates as we have them. In the meantime, as we look forward to this successful next chapter of VH1, please join me in congratulating Scott and the BET organization, and thanking Chris and the MTV Entertainment team for their ongoing contributions.
Best,
Bob
