BET
Launches 2005 Fall Season With BET's Ultimate Hustler,
The First Ever Television Series From Hip-Hop Mogul Damon
Dash
One-Hour
Unscripted Competition Will Premiere Tuesday, October 4, 2005
at 9:00 ET/PT
New
York, NY (BlackNews.com) - BET lights the fuse on its
new Fall season with the debut of BET's ULTIMATE HUSTLER,
an edgy, one-hour unscripted competition that will test 16
aspiring entrepreneurs on their business savvy. Executive
produced by entertainment mogul Damon Dash and produced by
Kenny Hull and Rabih Gholam (Huck Films); the first ever television
series from Dash, one of the most prominent business men in
entertainment. The surveillance begins Tuesday, October 4,
2005 at 9:00 ET/PT.
Over 13 episodes, the competition puts 16 hopeful entrepreneurs
through a series of business challenges to determine who has
the best combination of business skills and street savvy.
In each episode viewers watch as contestants face a series
of mental and physical challenges. Tasks put forth by Dash,
run the gamut from boxing ring stamina, innovative street
sales to all night studio sessions --- the hustle never stops.
"You are being watched," is the consistent theme throughout
the series with the contestants under constant surveillance
by Dash, even in their private quarters.
Get
ready to meet a colorful gang of characters, including
a party promoter from Atlanta, fashion designers from
Miami and New York, a street hustler from New Orleans
and even an adult entertainer from Long Island. The
ULTIMATE HUSTLER winner receives a position within the
Damon Dash Empire to shepherd their winning "big pitch"
idea, a platinum and diamond chain worth $15K, a 2006
Jeep Commander, and a myriad of additional prizes (Roc
Box, clothing, etc.) fit for an Ultimate Hustler from
Damon Dash.
In a departure from other network reality shows, BET
viewers will have an insider peek from Dash's perspective
on how to "get paper" (make money). From downtown parties
to Harlem basketball courts; the "hustlers" will be
tested on advertising, marketing, negotiating, work
ethic, problem solving, networking, communication skills,
as well as their ability to master the art of "hustling"
as they vie for the top spot.
"What
I love about the series is that beyond Damon's big personality
and street swagger, he's teaching fundamental business
ethics - work hard, pay attention to detail, be honest
in your dealings with people," said Reginald Hudlin,
BET President of Entertainment.
"I
started from nothing and built a $500 million dollar
empire," said Damon Dash. "I want to teach these young
hustlers-in-training how to achieve what I have achieved.
This program will be the blueprint on how to become
an entrepreneur and BET is the perfect place to demonstrate
it to my culture."
With the business capital of the world - New York City
as the backdrop, the "hustlers," are put through the
ultimate business boot camp. The "hustlers" will live
in Harlem in the former home of legendary 1970's gangster,
Nicky Barnes; fully equipped with state-of-the-art technology
which delivers their weekly challenges. Each task will
focus on a different arena of Dash's empire. Dash's
vast array of businesses includes America Magazine,
Damon Dash Music Group, Dash Films, Armadale Vodka,
Dash Management, PRO-KEDS, State Property, Team Roc
and Dash/DiBella Boxing. He also owns a Lear jet, a
private yacht, custom-made vehicles, deluxe and plush
properties on both coasts and a recording studio.
The "hustlers" were chosen based on their drive, personality
and entrepreneurial prowess from a nationwide search
involving auditions and reviews of video submissions.
Dash does not follow the usual formula of one contestant
eliminated per episode. Contestants may be asked to
leave the show at any given point, sometimes in multiples.
Viewers will be introduced to Life as the Dash - "Business
101" starts October 4th.
ABOUT BET
BET, a subsidiary of Viacom, Inc. (NYSE: VIA and VIA.B),
is the nation's leading television network providing
quality entertainment, music, news and public affairs
programming for the African-American audience. The BET
Network reaches more than 80 million households according
to Nielsen media research, and can be seen in the United
States, Canada and the Caribbean. BET is a dominant
consumer brand in the urban marketplace with a diverse
group of branded businesses: BET.com, the Number 1 Internet
portal for African Americans; BET Digital Networks -
BET Jazz, BET Gospel and BET Hip Hop, attractive alternatives
for cutting-edge entertainment tastes; BET Event Productions,
specializing in a full range of event production services,
including event management, venue selection, talent
recruitment, sound, lighting and stage production; and
BET Books, the nation's leading publisher of African-American
themed romance novels under the Arabesque imprint which
also publishes compelling fiction under the Sepia imprint
and inspirational fiction and nonfiction under the New
Spirit imprint.
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