BET Networks lets consumers generate mobile content

By Giselle Abramovich

September 15, 2008

The hosts of 106 & Park

BET Networks, a provider of entertainment, music, news and public affairs television programming, has partnered with Single Touch Systems to connect with consumers via mobile.

The services, called 4 U 2, dedicate a Mobile Microphone to let aspiring singers share their talent with friends and the music industry. Starting next month, these features will be available through Single Touch-abbreviated dial codes, letting users connect with BET TV shows “106 & Park” (#106) and Rap City (#RAPC).

“These BET programs are user-generated content outside of just selling the typical ringtones,” said Anthony Macaluso, CEO of Single Touch, San Diego. “People can conduct karaoke-like messages by singing over a track and then sending it to someone.”

Mobile Microphone is a new application that turns a mobile phone into a mobile recording studio.

Users can drop their voices onto customized tracks for friends and make their work available on a dedicated Web site for competition and voting by A&R music industry executives.

Along with showcasing the hidden talents of the BET customer base, this user-generated content will be made available for download purchasing onto mobile devices via the site.

“Mobile Dedicate is like having your own radio shout out to a friend or loved one,” Mr. Macaluso said.

4 U 2 Dedicate allows users to choose from a list of songs, record a personalized message and send the customized message to family and friends.

In addition to these new features, users always have access to fresh mobile content and programs tailored to the BET audience by simply dialing #106 or #RAPC on their mobile phones.

BET introduced its first Single Touch-powered ADC program three years ago, making it possible for viewers to listen, choose and easily download the most popular ringtones simply by dialing #BET on their mobile phone.

Since its inception, the program has received millions of calls.

"BET demonstrates how Single Touch is helping content providers extend their reach beyond the television and PC screens, and create new mobile distribution channels for their branded content," Mr. Macaluso said.

106 & Park is BET's highest-rated music series and a leading music video countdown show on cable.

Rap City is the longest-running hip hop music show on television, showcasing hip hop music videos, interviews and freestyles from popular rappers and guest DJs.

“Keeping it simple will drive mass adoption,” Mr. Macaluso said. “We hope to drive people to actually open the door to data.

“Everyone knows how to dial and that why it is simple,” he said. “We are letting BET interact with consumers in an easy way.

“Programs like BET provide us with a stepping stone for an advertising supported model in the future. We may make sponsorship opportunities available in the future.”

Anthony Macaluso is CEO of Single Touch Systems