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Wal-Mart, BET Sign Exclusive Deal for Urban Entertainment

30 Aug, 2005 By: Kurt Indvik

In yet another entertainment market exclusive for Wal-Mart, BET has signed an agreement to deliver BET branded, urban-oriented music and movies to the mega retailer on an exclusive basis.

The first product to hit Wal-Mart under the alliance, branded “BET Official” is a CD/DVD twin-pack featuring rapper Kanye West, including West's new CD Late Registration along with a DVD that includes BET-produced programming featuring West, a number of his music videos and never-before-seen footage of the superstar, among other features. The combo arrives Aug. 30 and is priced at $13.88.

The alliance will feature similar “BET Official” twin-pack arrangements in BET-branded retail sections and other merchandising displays throughout Wal-Mart and Sam's Club stores. Print and electronic advertising, as well as in-store promotions, are part of the marketing plan, according to the companies.

“Over the years, we've sought creative ways to deliver more BET programming content through retail channels,” said BET president and CEO Debra L. Lee. “And what better way than combining the ultimate retailer with the greatest black consumer brand on the plant.”

In the past several weeks, Wal-Mart also has scored exclusives that appeal to certain of its core demographic groups. The chain struck a deal with the Walt Disney Co. for its direct-to-DVD holiday feature The 3 Wise Men, which arrives on Wal-Mart shelves Nov. 1. Wal-Mart will have that title to itself through the end of the year. The 3 Wise Men, produced by Arenas Entertainment, includes both English and Spanish versions, and is geared to appeal to family, Latino and Christian customers. Just prior to that announcement, country singer Garth Brooks announced a deal to sell his music exclusively through Wal-Mart.

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