The Billion Dollar BET: Robert Johnson and the Inside Story of Black Entertainment Television
DescriptionPraise for The Billion Dollar BET
""In a gripping narrative that is both inspirational and cautionary, Brett Pulley tells us how Robert Johnson built Black Entertainment Television into a billion-dollar media empire. In a remarkable feat of reporting, without Johnson's cooperation, Pulley shows what it really takes to get ahead in America today, and in doing so provides as valuable a cultural as business history.""
--James B. Stewart Pulitzer Prize-winning journalist and bestselling author of DisneyWar, Den of Thieves, and Heart of a Soldier
""Like or dislike? Agree or disagree? Bob Johnson's richly varied and fascinating life presses you against the window that Brett Pulley opens widely.""
--Bernard Shaw retired CNN anchor
""Through his BET network, Bob Johnson reached the pinnacle of capitalism, the billionaire boys club, in the spirit of legions of driven, American moguls . . . Veteran business journalist Brett Pulley peels back the layers of this fascinating and complex entrepreneur.""
--Teri Agins Senior Special Writer, the Wall Street Journal, and author of The End of Fashion: How Marketing Changed the Clothing Business Forever
1. THE OTHER SIDE OF THE TRACKS.
2. ACCESS TO POWER.
3. “WHITE MAN, CAN YOU SPARE HALF A MILLION?”
4. REVEREND ELDORADO.
5. COUNTRY BOY CHARM, PREDATOR’S HEART.
6. THE FAMILY.
7. “BET IN THE HOUSE”.
8. SHAKIN’ IT . . . SMACKIN’ IT.
9. “TIRED OL’ RERUNS”.
10. WEALTH AND POWER.
11. THE BLACK DISNEY.
12. COSTLY AFFAIRS.
14. HE GOT GAME.
EPILOGUE: ONE NATION UNDER A GROOVE.
Those interested in business are not the only ones who will welcome The Billion Dollar BET (Wiley; 24.95). Robert Johnson’s rise from humble beginnings in Hickory, Miss and Freeport, Ill to bone a fide American billionaire is packed with all the elements of great stories. In addition to a healthy dose of drive and determination, there is a large helping of alleged backstabbing, extramarital affairs, corporate meltdowns and showdowns.
Regardless of how some folks feel about BET, author Brett Pulley couches Johnson’s accomplishments in the historical context of both black American history and the cable industry. Like it or not, Johnson is a trailblazer. He is also proof positive of just how far hard work and tremendous opportunity can take you.
Most surprising to some maybe Johnson’s own grandiose ideas of what BET might have become. Like many of his critics, Johnson himself envisioned a channel with original and educational programming. Economic realities, however, led him to make music videos.
Yes, this type book is a far cry from the girlfriend fare that dominates black book shel ves, but, if given a chance, it can be just as titillating. --Ronda Racha Price (Upscale, April 2004)
The rags-to-riches rise of the nation's first black billionaire is a great story no matter how you tell it. And The Billion Dollar BET (John Wiley & Sons, $24.95), by Forbes senior editor Brett Pulley, is filled with enough sex, villains, and betrayal to make it a guilty pleasure.
At the center of the drama is Bob Johnson, who built a $15,000 bank loan into a media empire. Johnson refused to cooperate for the book, but Pulley had extensive access before deciding to write. Plenty of other key players (even Johnson's former wife of 32 years) were willing to dish on everything from 4 a.m. phone calls from the boss to his extramarital affairs.
What makes Johnson's life more than fodder for an E! True Hollywood Story, however, is the intersection of race and business. Johnson constantly reminds detractors that ""the 'E' in BET does not stand for enlightenment or education but entertainment."" Many hoped that Johnson, the first African American with such control over TV, would take a higher road. Pulley does address the issue, but one wishes he had spent even more time on the tensions black executives face balancing financial concerns and responsibility to the race. (Fortune, March 22, 2004)