BET Mobile chief: Android accounts for 60-70% of users

With over 90 million viewers nationwide, Black Entertainment Television is the largest TV network targeting a primarily African-American audience. BET's reach, however, isn't limited to TVs. BET has carved a unique place for itself in the wireless space by forging partnerships with operators to bring ringtones, games and video content to mobile users. The company is also working on apps and other interactive content. Leading the mobile charge at BET is Brandon Lucas, its vice president and general manager of mobile. Lucas, who joined the network in 2009, has worked on all sides of the wireless game, including stints at U.S. Cellular, Disney Mobile and MySpace's Mobile division. FierceMobileContent Associate Editor Sandhya Raman recently talked to Lucas about BET's changing mobile strategy, how new technology will affect the network's vision and what's in store for the rest of 2012. On the Hot Seat