Viacom Rolls Out Centric

NEW YORK: Viacom and BET Networks have launched the new 24-hour entertainment network Centric, targeting "African American and multicultural adults" with music, series, movies and reality programming.

Centric went live yesterday at 6 a.m. replacing the BET J brand. Its core demo is adults 25 to 54. It kicked off the schedule with a tribute to Michael Jackson, featuring the original episode of the classic music show Soul Train followed by MJ: Our Icon and Inside the MJ Mansion. Centric also features a marathon of the best episodes from Fame. The channel is also airing a slate of music-themed programming, including concert performances, movie and originals like the series Leading Men and Leading Women. The upcoming slate includes The Soul Train Awards in November.

“This couldn’t be a more perfect time to debut the Centric brand and build from BET J’s strong music foundation, bringing a fresh offering dedicated to the African-American and multicultural adult audience,” said Scott Mills, BET Networks’ president and COO. “Centric is all about reflecting the beautiful life that our audience has created for themselves and the one they are still reaching for. This is a time of profound cultural change and we are simply thrilled to have the opportunity to super-serve this audience, with compelling content that reflects their lives, tastes and aspirations.”

Paxton Baker, Centric’s general manager and executive VP, added: “We have really listened to our audience and understand where they are in their lives and what they are looking for. We know that it will take us some time to get there, but over the next few months we will be adding new original programming as well as a robust online offering that we will continue to grow. Additionally, through our strategic programming roll out, integrated marketing and digital elements, and cross-promotional efforts across BET Networks’ platforms, Centric will become the top destination for our audience to tune into 24/7.”