Viacom-owned African American pay-TV channel BET has hired Devin Griffin as general manager of BET+, the company’s new subscription video-on-demand service.
In his new role, Griffin (pictured) will manage the BET+ profits and loss and oversee business strategy and operations, including original programming, content acquisitions, marketing, distribution, planning and analysis.
He will be based in Los Angeles, where he will report to BET Networks president Scott Mills.
Griffin was previously a producer and EVP at Story Lab US, where he co-founded and led the company’s foray into premium long-form content development.
Before that, he held senior roles at streaming giant Netflix, including forming and leading the company’s unscripted group. He commissioned and/or executive produced more than 40 series at Netflix, including Queer Eye, The Confession Tapes, Michael Jordan: The Last Dance, Hip-Hop Evolution, Shot in the Dark and The Toys That Made Us.
“We are thrilled to have Devin join the BET family and lead our new streaming service BET+,” said Mills in a statement. “His fresh perspective and expertise in curating premium content will strengthen our position in the streaming landscape and drive subscriber growth, viewership and retention.”
“With BET+, I see a big opportunity to provide powerful, comprehensive programming to African Americans, and lovers of black culture, in the SVOD space,” added Griffin. “This audience has a voracious appetite for quality, authentic black stories and has been under-served for too long.”
BET+ will feature more than 1,000 hours of premium content, including new original programming, existing series, movies and specials from BET Networks, actor/filmmaker/playwright/comedian Tyler Perry, and a host of leading African American content creators.
The SVOD service is scheduled to launch in the fall. No specific date has yet been set.
(Photo courtesy of BET Networks)