Black News Channel Announces Results of Re-Branding Efforts


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TALLAHASSE, FL – Black News Channel (BNC), the nation’s only African American news network, today reveals its new brand identity and logo after months of consumer research. With the efforts of partners like Screen Engine/ASI and the Carol H. Williams Advertising agency, BNC’s executive team has been to the top of the mountain and back in order to pinpoint the network’s precise look and feel that will be authentic to its target audience of African Americans.

Screen Engine/ASI is a Los Angeles, California based research and analytics firm specializing in the entertainment and media spaces. Using African American focus groups in Los Angeles, New York City, and Atlanta—as well as a national sampling of more than 1,400 African American participants, Screen Engine/ASI tested BNC’s audience assumptions, key messages, branding, and programming goals. From the data gathered over the past several months of study, Screen Engine/ASI produced a Topline Study report revealing its findings.

“It was important for BNC to verify its audience assumptions and to know with certainty the types of news stories and coverage African Americans want to see reflect their community and experiences,” says Kevin Goetz, founder and CEO of Screen Engine/ASI. “The research has been clear; African Americans have a strong desire to see a wider range of representation, especially when it comes to news that depicts more inspirational and uplifting figures.”

With the information included in Screen Engine/ASI’s Topline Study report, the Carol H. Williams Advertising agency went to work on redesigning BNC’s logo and taglines to give the network audience what they want. CHWA is a full service agency with offices in Oakland, Chicago, New York and Detroit that specializes in communicating to African American and urban consumers.

CHWA designed BNC’s new logo to incorporate two cultures, identified by spheres that overlap one another and represent the influence and shared experiences of both the African American culture and the national culture, at-large. Furthermore, the sun-like image illustrates that a new day is dawning in the world of mainstream media, one in which African Americans have an equal and authentic voice in the country’s national conversation.

J.C. Watts, Jr., Chairman; and Ledisi, American Recording Artist

With its new branding collaterals, BNC is ready to announce the network’s upcoming launch date. BNC Chairman and visionary J.C. Watts, Jr., former congressman from Oklahoma, celebrated athlete, and broadcast and cable news veteran, will make a key announcement about the launch of the network’s programming at the 50th NAACP Image Awards Non-Televised Awards Dinner on March 29, 2019. Twelve-time Grammy nominated singer Ledisi will join Watts at the awards dinner as a guest of the network. Following the awards dinner, Ledisi will entertain the crowd with her soulful award-winning rhythm and blues performance. The dinner ceremony begins at 6pm PST from the Beverly Hilton Hotel, and it can be viewed live on the NAACP’s Facebook page,

“I am excited to reveal our network’s new look, as well as reinforce our continued mission to provide intelligent programming that is informative, educational, entertaining, inspiring and empowering to our African American audience,” says network Chairman J.C. Watts, Jr. “I am grateful to the NAACP leadership and members for allowing me the opportunity to make such a key announcement at their annual show.”

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