# Live Episode! Black Entertainment Television: Robert Johnson

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2017-12-14
- Length: 40m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-14-live-episode-black-entertainment-television-robert-johnson

## Summary

Robert Johnson, founder of Black Entertainment Television (BET), explains how he leveraged his background in cable lobbying and the emerging satellite technology to launch a niche channel targeting African American audiences. He details securing initial funding from John Malone of Liberty Media, who provided $500,000 in exchange for a 20% stake, and describes BET's early strategy of using free, existing content like syndicated sitcoms and music videos to build an audience. Johnson discusses the company's 1991 IPO, its subsequent privatization, and the eventual sale to Viacom for $2.3 billion, which made him the first African-American billionaire in U.S. history.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-14-live-episode-black-entertainment-television-robert-johnson#t=0) Introduction: Robert Johnson and the origins of BET
- [3:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-14-live-episode-black-entertainment-television-robert-johnson#t=214) Johnson's early life, education, and entry into public policy
- [9:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-14-live-episode-black-entertainment-television-robert-johnson#t=560) Transition to the cable industry and identifying the market gap
- [17:33](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-14-live-episode-black-entertainment-television-robert-johnson#t=1053) Securing seed funding from John Malone and initial launch strategy
- [23:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-14-live-episode-black-entertainment-television-robert-johnson#t=1412) Building BET's content library using free syndicated programming
- [28:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-14-live-episode-black-entertainment-television-robert-johnson#t=1698) Taking BET public in 1991 and navigating community criticism
- [32:39](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-14-live-episode-black-entertainment-television-robert-johnson#t=1959) Taking the company private and selling to Viacom for $2.3 billion
- [36:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-12-14-live-episode-black-entertainment-television-robert-johnson#t=2211) Johnson's views on role models, success, and the role of luck

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

early-stage companies

## Mentioned

- Black Entertainment Television (product)
- John Malone (other)
- Liberty Media (company)
- USA Network (product)
- Grambling State University (other)
- Jackson State University (other)
- Good Times (product)
- Sanford and Son (product)
- MTV (product)
- PepsiCola (product)
- Anheuser-Busch (company)
- Procter & Gamble (company)
- Colgate (product)
- Viacom (company)
- New York Stock Exchange (other)

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- [Founder Feature: Emmanuel Waters and Courtney Tucker of Old Hillside Bourbon](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-06-founder-feature-emmanuel-waters-and-courtney-tucker-of-old-hillside-bourbon) (The Startup CPG Podcast)
- [Founder Fundraising Journey: Victor Guardiola, Bawi](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-01-founder-fundraising-journey-victor-guardiola-bawi) (The Startup CPG Podcast)
- [Shark Tank, Sea Moss, and an Ocean of Potential with Alexiou Gibson (2022)](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-03-shark-tank-sea-moss-and-an-ocean-of-potential-with-alexiou-gibson-2022) (The Startup CPG Podcast)
- [Oddball's Path From Idea to Funding a Nationwide Target Launch](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-11-oddballs-path-from-idea-to-funding-a-nationwide-target-launch) (The Startup CPG Podcast)

## Citing this page

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