BET For Grown Folks

BET owner, Viacom, is launching a cable channel aimed at middle-aged African-Americans. The channel will be called "Centric" and will debut in October.

The hope is that "Centric" will complement BET by wooing an older audience (read: bougie Blacks).

The target demographic for "Centric" is the 25-54 year old.

Viacom plans to pipe the new network to 45 million homes. No word on what will happen to BET J, which is also geared toward a more mature viewer.