Soca King, Machel Montano returns to BET J on Saturday

NEW YORK – Machel Montano, Trinidad and Tobago’s soca sensation, returns to the BET J digital channel this Saturday, June 30, 2007 after the successful airing of SOCA IN THE CITY earlier this month, responding to the public’s demand and interest in the one-hour Caribbean music special.

After its explosive premiere on BET J’s popular “Island Lime” format on June 9 and attracting a vast international viewership across North America and the Caribbean, the show has been the talk of the town, particularly in the New York market where Madison Square Garden hosted the concert in March.

Excited by the tasteful depiction of the richness of Caribbean culture, BET J’s viewers in key Caribbean markets such as New York, Washington DC, Atlanta, Los Angeles and Miami responded enthusiastically to the show, which also featured the charismatic, award-winning Trinidadian “masman” Peter Minshall and behind-the-scenes footage of Montano’s special autograph signing at J & R Music and Computer World.

“After 40 years of promoting Caribbean culture in North America, it gives a great sense of satisfaction to see soca music taking a world stage,” said Yolanda-Lezama Clark, president of the West Indian American Day Carnival Association, organizers of New York’s annual Caribbean parade. “We’ve done our part in the internationalization effort and now it’s time to take it to the next level. Certainly, BET J is one of our most viable options.”

Praises for the BET J special also came from music industry insiders, like Trinidadian David Rudder. “Soca music has developed in a strange way – it seems as though the live forum has made the music stronger,” he said. “Something is about to happen in this industry. And the mere fact that BET J is willing to keep showcasing this product means that we are finally leaning in the right direction.”

The Caribbean music showcase is part of an overall partnership with Trinidad and Tobago’s Ministry of Tourism and BET J. “The broadcast of SOCA IN THE CITY is in keeping with our commitment to the Caribbean tourism and cultural products,” said Cybelle Brown, Vice President of Sales and Business Development of BET Digital Networks and BET Event Productions.

The schedule of airdates/times for SOCA IN THE CITY is:

BET J: Saturday, June 30 at 1:00 p.m. and 7:00 p.m.; Saturday, July 14 at 1:00 p.m. and 7:00 p.m.; and Saturday, July 28 at 1:00 p.m. and 7:00 p.m.

BET: Wednesday, July 11 at 2:00 a.m. and Wednesday, August 1 at 2:00 a.m.

BET J viewers get an extra dose of Machel Montano in J & R PRESENTS: MACHEL MONTANO which profiles the soca star on Monday, July 2 at 12:30 p.m. and Tuesday, July 3 at 7:30 p.m.

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