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BET, Sprint Announce Business Deal
WASHINGTON—Sprint telecommunications has joined Black Entertainment Television Holdings, Inc. (BET) to collaborate efforts by placing Sprint ads on BET's magazines, website, and television programming.Sprint will commit a substantial amount of its Black advertising dollars with BET Holdings media properties for the year of 1999. BET in turn will air print and use on-line media to advertise Sprint services, officials said.
The ads will feature Sprint's unlimited weekend calling plan. "We are excited about our association with BET and look forward to the opportunity to better meet the communications needs of the African American community," said Sprint chairman and CEO William Esrey. The advertising commitment represents an obligation to Black consumers and the Black community, he said.
Robert L. Johnson, BET chairman and CEO, also expressed pleasure to have Sprint sponsored in BET airwaves and magazines. "This campaign ensures that Sprint will gain unique access to the African American consumers that our networks, website and magazines serve," he said.
BET is a nationwide cable television channel owned and operated by the multi-media entertainment company BET Holdings. Inc.
According to Nielson media research, it was the first national cable network targeted to Black consumers. Other BET partnerships include MSBET, an Internet joint venture with MicroSoft Corporation; BET Soundstage ClubTM at Downtown Disney Pleasure Island in Orlando, Fla., associated with Wall Disney World Attractions and there there are others.
Sprint is a global communications company integrating long dislance, local and wireless communications services and one of the leading firms in advanced data communications services.
2/2/99
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