• Advertising Age, Thursday, March 5, 2009 10 AM

Where are major marketers to turn for mainstream programming that includes black audiences? Many advertisers believe that programming on Black-owned BET is too young or too racy for family-friendly brands, while TV One can be too niche.

Broadcast TV and mainstream cable have given only limited support to African-American entertainment, says Monica Gadsby, CEO of SMG Multicultural. Her agency insists that it is up to marketers and producers to figure out new distribution models for such programs.

To address the problem, SMG this week hosted a lineup of producers and talent. Each gave 20-minute presentations on their new shows to brand representatives for SMG multicultural clients, such as Coca-Cola, Kraft, Procter & Gamble, Disney and Burger King. Almost none of the projects pitched had distribution deals lined up. SMG's position is that these brands need to step in to determine the shows' future business models.

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