E.W. Scripps, a major local TV broadcaster in the United States, has recently announced its decision to evaluate inbound interest in acquiring Bounce TV, an over-the-air network specifically targeted towards African Americans. This move comes after Paramount Global explored the sale of Black entertainment company BET Media Group last year, but eventually decided against it. The potential sale of Bounce TV has attracted interest from multiple parties, many of whom possess Black leadership, seeking to own the network.
The decision to consider the sale of Bounce TV aligns with Scripps’ efforts to seize opportunities in the rapidly evolving media industry. As traditional broadcasters face challenges such as decreasing pay-TV subscriptions, Scripps is strategically evaluating the potential sale of Bounce TV to capitalize on the increasing interest in diverse media assets. By attracting a price tag in the hundreds of millions, Scripps aims to leverage the network’s unique positioning to drive value for both the company and potential buyers.
The potential sale of Bounce TV to a Black-owned entity holds significant implications for the representation of African Americans in the media industry. As some advertising agencies and brands allocate specific budgets for minority-controlled businesses, the sale of Bounce TV to Black owners has the potential to enhance the value of the network and create new opportunities for diverse content creators. Furthermore, Bounce TV could serve as a platform to showcase a catalog of Black creators, amplifying their voices and stories in the mainstream media landscape.
Since its debut in 2011, Bounce TV has rapidly gained traction among African American audiences, offering a range of syndicated shows, movies, and original content tailored to its viewers. The network’s original series, such as “Johnson” and the upcoming “Mind Your Business,” have garnered positive reception and contributed to its increasing viewership. In the first quarter, Bounce TV witnessed a 14% increase in linear viewership and a 9% growth on connected TVs, signaling its resilience and appeal in a competitive media landscape.
While specific financial details of Bounce TV remain undisclosed, Scripps has indicated that the network’s revenue has doubled since its acquisition as part of the takeover of Katz Networks in 2017. This growth trajectory underscores Bounce TV’s financial viability and potential for further expansion under new ownership. As Scripps operates a large portfolio of stations across various U.S. markets, the sale of Bounce TV could unlock new growth opportunities for both the network and the broader media industry.
The potential sale of Bounce TV represents a significant development in the media industry, with implications for African American representation, diversity, and content creation. As E.W. Scripps explores strategic options for the network, including attracting interest from potential buyers, the future of Bounce TV holds promise for empowering Black voices and driving innovation in the entertainment sector. By seizing this opportunity, Scripps and potential buyers can shape the future of media by promoting diversity, inclusion, and authentic storytelling in the ever-evolving media landscape.