Deion Sanders, the legendary NFL star and current head coach at the University of Colorado, is stepping into a new arena as the host of Tubi’s first original talk show, “We Got Time Today.” While the move showcases Sanders’ versatility, it also highlights a larger trend: media conglomerates tapping into the cultural influence of Black audiences to bolster their platforms.
TV companies turn to Black viewership to build networks — again
Tubi’s decision to launch its inaugural talk show with a Black icon like Sanders is no coincidence. Black audiences have long been recognized as trendsetters in entertainment, from music to sports to fashion. Networks have increasingly leaned on Black audiences to give their shows — and by extension their fledgling networks — a chance to grow and, ultimately, become financially successful. This strategy has proven successful for other channels and streaming services, such as Fox, UPN and the WB back in the day, reported NPR almost a decade ago. Tubi — which is owned Fox Corporation, which is, in turn, owned by the Rupert Murdoch and his family — seems to repeat Fox’s past, this time by leveraging Sanders’ widespread appeal.
A new chapter in Sanders’ career
Partnering with former “Entertainment Tonight” host Rocsi Diaz, Sanders’ show will air hourlong episodes every Tuesday. The show will cover news, culture, sports and entertainment, including celebrity interviews and discussions on hot topics. The show promises to blend Sanders’ candid style with Diaz’s experience to spark engaging conversations.
“I’m stepping into the studio to have REAL conversations with people from ALL walks of life,” said Sanders in a Tubi press release. “This show is about tapping into the CULTURE. We’re going to LAUGH, DEBATE, INSPIRE and most importantly, we got time to TALK LIFE into our viewers while keeping things 100. I couldn’t do this with anyone else except for THE Rocsi Diaz, who I’m sure will keep me on my toes, and of course my friends over at Tubi, who I’ve been a BIG fan of for a long time now.”
The broader context: Black talent driving new programming
Tubi’s move mirrors a broader trend in television and streaming, where platforms are recognizing the power of Black audiences to shape cultural conversations and drive viewership. Channels like Fox built their TV empire in the U.S. on Black audiences; now they and other major streaming services are looking to diversify their content portfolios. Networks like Tubi, which traditionally relied on licensed content, are now investing in original programming tailored to the interests of Black viewers, knowing that these shows often have crossover appeal.
With Rocsi Diaz’s expertise — stemming from her time on “106 & Park” and “Entertainment Tonight”—and Sanders’ charisma, Tubi is betting that “We Got Time Today” will be a hit, further proving that Black-led programming continues to be a critical pillar in network growth strategies.
As Tubi enters the talk show space with “We Got Time Today,” it’s clear the network is betting on the continued influence of Black talent — and, more importantly, Black people’s entertainment attention — to drive viewership and shape culture. With Sanders at the helm, supported by a skilled production team and cohost, the show is poised to stand out in a crowded streaming landscape, appealing to a broad audience while centering cultural relevance.
However, considering the history of TV networks using Black attention to build their riches, will this collaboration will further cement Tubi as permanent, competitive channel for Black creativity to experiment and develop or will Fox ultimately pull the plug on it and the other Black-led programming once Tubi is financially flush enough and doesn’t need Black folks’ attention anymore?
