NBCUniversal is broadening its reach to more diverse audiences and advertisers by collaborating with Group Black, an initiative focused on fostering Black-owned and Black-produced media. This partnership will introduce a new hub, E!+, on NBCU’s Peacock streaming service. Unlike the existing E! cable network, E!+ will feature fresh original programming curated by Group Black alongside NBCU’s extensive library content.
E!+ is slated to launch later this year, offering a unique platform for storytelling that often goes unheard in mainstream media. “This is an open call for amazing content and storytelling that exists and can’t find a home in the general market,” explained Cavel Khan, Group Black’s chief growth officer. He emphasized that advertisers are increasingly recognizing the value of reaching multicultural audiences.
Cavel Khan will manage E!+ alongside Peter Blacker, NBCU’s executive vice president of streaming and data products, who also oversees diversity, equity, and inclusion for the company’s advertising and partnerships division. This initiative represents a significant effort to develop media outlets that reflect the nation’s diverse population.
Advertisers are shifting focus from broad television audiences to more targeted digital media groups. This dynamic is expected to boost support for minority-owned media ventures, which have historically been overlooked by mainstream advertising budgets.
Other media giants are also recognizing the importance of diverse content. Disney’s Onyx Collective on Hulu and Fox’s Tubi’s “Black Noir Cinema” are notable examples of efforts to highlight stories from underrepresented communities.
E!+ expands upon a previous alliance between Group Black and NBCU, established last year. This alliance granted Group Black exclusive rights to sell ads in Peacock programming featuring Black creatives and curated NBCU content. Shows like “Bel Air” and “The Best Man: Final Chapters” will be featured on E!+.
Blacker noted the importance of making diverse content accessible beyond occasions like Black History Month. “We have shows from the 80s, 90s, 2000s, a very robust library,” he said. The new platform aims to prioritize this content year-round.
The alliance with Group Black has already attracted over 30 advertisers, with significant increases in brand recall metrics. Group Black is supported by Black media businesses such as Essence, Holler, Afropunk, and The Shade Room, and its leadership includes influential entrepreneurs like Travis Montague, Richelieu Dennis, and Bonin Bough.
Group Black’s recent acquisition of Galore Media and the launch of She’s Good [For Real], a digital outlet focusing on health issues for Black women, underscore its commitment to diverse media representation.
Cavel Khan highlighted the unique value proposition of E!+, stating, “It’s easy to get reach. In the marketplace, what’s different is attentive reach. Attentive reach is what we are here to curate.” The partnership aims to deliver compelling content that captivates audiences and meets advertisers’ demands for impactful engagement.
NBCUniversal’s collaboration with Group Black is a promising step towards diversifying media representation and addressing the evolving needs of both audiences and advertisers. With E!+, Peacock is set to offer an inclusive and engaging viewing experience.