Verizon's V Cast service seems to be sweeping up all of the big names of late. Only a few days after ESPN announced plans that it would make another play at ESPN Mobile, and companies like CBS, MTV, CNET and News Corp., already on board, Verizon has announced plans with BET to launch yet another V Cast channel.

"Mobile video distribution is an integral part of our overall digital media strategy as our research clearly indicates that African Americans are both leading consumers of, and have the most enthusiasm for, mobile media," says Debra Lee, chairman and chief executive officer of BET Networks. "I'm very excited about our relationship with Verizon Wireless, as I believe our audience's unique demand for mobile content, and our network's content in particular will allow BET to have an outsized impact on mobile media consumption."

The content will include BET's "Comic View," the longest running comedy show on cable, and "College Hill," television's first Black dramatic reality show, among other music specials, news programs, et cetera.

"Verizon Wireless provides customers the content they want how they want it, and we are thrilled to extend an array of content for the urban and African American audiences to our customers," says John Harrobin, vice president of digital media for Verizon Wireless.

With the future of mobile television still uncertain, however, some see Verizon's heavy investment as a mere gamble. Still, given the numbers, capturing the BET demographic could be the key to success.