Clocking in with nearly 213 hours per month, African Americans watch more television than any other ethnicity, according to a Nielsen study. That’s twice as many hours as Asians and 57 more hours than whites. Yet you wouldn’t know it from a casual flip through your local and cable channels. Despite some high-profile wins — professor-turned-talking head-turned-MSNBC host Melissa Harris-Perry, for example — cable television is still largely white, with the exception of niche channels BET, Centric and TV One.
That stands to change in the next few years. Comcast recently announced plans to launch 10 new channels over the course of eight years, eight of which will be evenly split between and independently owned and operated by African Americans and Hispanics. Two of those channels — and the men behind them — have already been named: Magic Johnson’s faith- and family-based Aspire and Sean “Diddy” Combs’ Revolt, which is being billed as an MTV alternative.
With these new channels set to enter the marketplace, one has to wonder: How will it affect the representation of black people on television? BET has taken heat in the past for its programming, and its Viacom sister station VH1 seems to have a personal vendetta against black women, as reflected in shows like Basketball Wives and the long-gone Flavor of Love. Centric and TV One, while providing an option, have yet to become industry leaders.
Comcast says its decision was informed by its ongoing commitment to diversity and an agreement with a number of African-American organizations, including the Rev. Al Sharpton’s National Action Network, referred to as the memorandum of understanding. When Comcast began merger proceedings with NBC Universal, these organizations presented the company with ideas on how to promote diversity in programming and staffing.
The decision has earned both applause and guarded concern. Dr. Boyce Watkins, a professor at Syracuse University, says that he hopes management at the new channels realizes there is a “double bottom line”: to make a profit but also to elevate the community through socially conscious programming. “They can help us do a better job of sharing stories and news that reflects what’s happening in our community,” Watkins says. “We no longer become a footnote in media; we become the headline.”
Aspire’s multigenerational programming will focus on positive and family-friendly African-American-created movies, music and comedy. Revolt will hark back to the MTV of yore (music videos, news and live performances) but with a decidedly modern focus on social media.
“I’m a little bit concerned by the fact that the individuals chosen to run this have a strong leaning toward entertainment,” Watkins says. “Black people tend to really elevate entertainers above everybody else. Your life shouldn’t be laughing and fun all the time. We are what we watch … if all you’re [watching] is a bunch of crap, that’s what your consuming.”