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This article reports on a content analysis of television commercials (n=434) aired during prime-time on US general networks (ABC, NBC, CBS, and FOX) and an African American niche station (Black Entertainment Television-BET) in 2002. Targeted group/nontargeted group representations are explored in relation to depictions of domestic/romantic fulfillment and agency. The findings reveal that although the majority of characters on all stations studied were male and White, the niche station did provide a venue for some positive gender representations. Specifically, characters on BET were more likely to be portrayed as respected and as sex-objects. Findings demonstrate that although the niche station BET represents a venue for minority voices, it is also a source of problematic representations of gender.