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In the late 1990s, while broadcasting networks were criticized for the lack of racial diversity on prime-time television, cable was praised for its breadth of black representations. This praise suggested that diversity on cable was a result of cable's innovativeness and desire to take risks. A closer look reveals that blackness has been part of the discourse of 'risk' that cable channels have used to create brand identities. In a repeat of the strategies broadcasters used in the late 1980s, cable channels have tried to draw black viewers, a (white) 'quality' audience, and a multiracial youth market by using blackness to signify 'quality' or 'edginess'.