Diversity and conclusion: the necessity for and sustainability of African American television networks in a diversifying landscape

Alexandria E. Latimer

doi:10.17918/00001220

Being diverse and inclusive has proven time and again to have many positive effects on an industry. Television is no different. For years the television industry has been shifting toward a model heavily focused on African Americans (AAs) as the target audience. African Americans consume the most television content, and consumption drives performance, and performance drives dollars. Moving toward this more AA-inclusive model is a win-win for the network as well as the African American television viewer. Black audiences get to see more of themselves represented on television, and the networks get to increase their bottom line with successful programming slates. The only entities this new model does not work for are the AA targeted networks. Networks targeting African Americans were created in a television landscape that was void of consistent on-screen AA representation and AA network ownership. With more of the industry targeting Black audiences than ever before, it raises questions regarding the necessity for and sustainability of these African American networks. While diversity is never a bad operative, in the case of the television industry, it may be obliterating the networks that have historically targeted the African American viewer. To understand the effects the diversifying landscape has on AA targeted networks, a mixed-method approach was applied in this research. The two methods used were: one-on-one qualitative interviews and a quantitative survey. The first method, one-on-one qualitative interviews with industry executives inside or closely linked to AA networks, was used primarily to address AA network sustainability. The second method, a qualitative survey, was conducted to gauge the necessity of AA networks from African American television consumers. The data from the interviews and the surveys revealed that though AA networks are not yet where they need to be, there is a void only these networks can fill. These networks are still necessary for the television ecosystem. Nearly 100% of African Americans find value in having AA networks in the landscape - despite the demographic flocking to non-AA networks for many of their top entertainment and news programs. AA networks can speak to and speak for Black audiences in a way the mainstream television industry historically has not. That unique and authentic voice is what will set the AA networks aside. Unfortunately, many AA networks have not honed in on what that authentic creative direction looks like for them. Lack of resources in this environment is damaging enough to AA networks, and these networks are not always in a position to control that. However, they can control how they show up and own their spaces to attract Black viewers back to their platforms. A diversifying landscape will not be the end of Black television networks, but these networks' inability to show up for Black audiences when it counts just might be.

Diversity and conclusion: the necessity for and sustainability of African American television networks in a diversifying landscape

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Diversity and conclusion: the necessity for and sustainability of African American television networks in a diversifying landscape

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