BET NAMES BRIAN RIKUDA EXECUTIVE VICE PRESIDENT OF ENTERPRISE GROWTH STRATEGY, BUSINESS OPERATIONS, AND PROGRAMMING STRATEGY

01/18/22

BET NAMES BRIAN RIKUDA EXECUTIVE VICE PRESIDENT OF ENTERPRISE GROWTH STRATEGY, BUSINESS OPERATIONS, AND PROGRAMMING STRATEGY

NEW YORK, NY Tuesday, January 18, 2022 – BET, (a subsidiary of ViacomCBS Inc., NASDAQ: VIACA, VIAC), the nation's leading provider of quality content from Black creators, announced today that Brian Rikuda will be joining the company as Executive Vice President of Enterprise Growth Strategy, Business Operations, and Programming Strategy, reporting to BET President and CEO Scott Mills.

In this role, Rikuda will lead BET’s Enterprise and Business group which is responsible for developing strategic and operating plans to drive the continued growth of BET’s powerful portfolio of segment-leading content offerings and consumer platforms. He will also oversee BET’s incredibly talented Scheduling, Acquisitions, and Research teams as they continue to generate consecutive years of linear TV share growth. Rikuda will lead performance and cost assessment to optimize operations, identify new business opportunities, and drive material business growth for the BET brand.

“BET is uniquely positioned to thrive at the intersection of content, community, and culture, and with Brian leading our enterprise strategy, we plan to supercharge our already expanding portfolio of businesses,” says Mills. “As we embark on a new year, Brian’s experience alongside our brilliant and diverse BET leadership team places us in a great position to further increase our share, and drive usage and record-breaking revenue growth in 2022.”

Brian Rikuda joins BET with nearly two decades of corporate and entrepreneurial experience utilizing business strategy and solutions to drive growth, with a proven track record of identifying new business opportunities that yield exponential growth in media and technology. Rikuda most recently served as an Associate Partner at McKinsey & Company, where he helped clients implement new business and go-to-market strategies within the firm’s Tech, Media, and Telecom practice, specializing in scaling rapid growth for clients. In addition to his client work, he co-led the McKinsey Black Network on the west coast and helped drive research on topics of Black economic mobility, including the firm’s latest report on Black consumers and racial equity. Prior to joining McKinsey and Company, Brian founded and operated a Hip-Hop record label and a cloud-based software app development company.

“For over 40 years, BET has been a pillar of Black culture, and been a platform for a multitude of meaningful and impactful moments, so it is important that the BET brand is accessible wherever and however audiences consume content,” says Rikuda. “Identifying opportunities to both grow the brand and lead these shifts—because Black culture often precedes general market trends—will forge the future of BET and influence the industry at large.”

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ABOUT BET

BET, a subsidiary of ViacomCBS Inc. (NASDAQ: VIACA, VIAC), is the leading provider of premium entertainment, music, news, digital and public affairs content for Black audiences worldwide. BET linear is in 125 million households and can be seen in the United States, Canada, Brazil, the Caribbean, the United Kingdom, sub-Saharan Africa and France. BET is one of the most well-known Black consumer brands worldwide, with multi-platform business extensions including BET Studios, an unprecedented studio venture that offers equity ownership for Black content creators; BET+, the preeminent streaming service for the Black audience; BET Digital, including BET’s wide reaching social platforms and BET.com, a leading Internet destination for Black entertainment, music, culture, and news; BET HER, a 24-hour entertainment network targeting the African-American Woman; BET Music Networks - BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, BET’s events and experience business; and BET International, which operates BET around the globe.

Contact:

Mia Scott-Aime

[email protected]


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