Madati reports to BET chairman and CEO Debra L. Lee and will be based in Los Angeles. He will lead BET’s teams responsible for all aspects of digital, social and mobile strategy and oversee operations, content creation, technology and product development across the suite of the cable programmer’s digital platforms.
“Our audience fully embraces technology and lives on multiple screens,” Lee said in a statement. “We are thrilled to welcome Kay to the team, and look forward to his expertise and strategic leadership in the fast-paced world of digital and social media, as consumers continue to turn to BET to discover what’s hot and what’s next.”
Madati, whose hiring was announced last week, oversees BET Digital, whose platforms include BET.com, which encompasses entertainment, music, culture, and news; BET Mobile, which provides apps, ringtones, games and video content for wireless devices; Centric.tv, the online home for the Centric cable channel; and BET Video On Demand, one of the largest VOD services providing African-American content.
At Facebook, Madati led the team that helped position the company as key strategic partner for digital and social solutions with film studios, TV networks and entertainment companies. Prior to joining the social company in 2011, he was VP of audience experience at CNN Worldwide, where he helped to integrate social media into CNN’s daily programming across multiple platforms. Madati also has held marketing and operations roles at Octagon Worldwide and BMW of North America.