MySpace alum Lucas to head BET Mobile

Viacom-owned cable outlet BET Networks announced Brandon Lucas will join the firm as vice president and general manager of its BET Mobile unit. Lucas, who previously served as executive director of business development with social network MySpace, will be charged with overseeing BET Mobile's expansion and development, and will lead the creation of new business opportunities by leveraging BET Networks assets across the mobile platform.

BET Networks targets African American audiences, and its cable channel reaches more than 98 million U.S. households. According to BET, its digital consumers consistently over-index in regards to mobile media consumption--they are 240 percent more likely to watch a live TV show via mobile phone or PDA device, 234 more likely to watch a full-length movie on mobile and 189 percent more likely to use text messaging to respond to an advertisement. In addition, BET digital consumers are 172 percent more likely to watch/download or stream a TV program via mobile device and 108 percent more likely to visit an entertainment/information site via the mobile web.

For more on the Lucas hire:
- read this release

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