Brandon Lucas hopes to find new friends in the mobile world.
BET Networks has announced the appointment of Brandon Lucas as its new VP and general manager of BET Mobile, its mobile content arm.
He joins from MySpace, where he was executive director of business development, with a specific focus on building relationships with mobile operators, handset makers, SMS aggregators and mobile ad networks.
That should prove useful experience for his new role expanding Viacom subsidiary BET's mobile activities. "He is an industry veteran whose entrepreneurial spirit, vision and deal-making will be an invaluable asset to our company," says BET Digital Media president Denmark West.
"Our audience is made up of so many active and engaged mobile users."
He's not wrong there. BET focuses on entertainment for a predominantly African-American audience, and has commissioned research to show how mobile-savvy they are.
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It claims they are 240% more likely to watch a live TV show on a mobile device than the general population, 234% more likely to watch a full-length movie on their phone, and 108% more likely to visit an entertainment or information mobile site.
