Magic Johnson who is a successful business mogul, is preparing to launch Aspire, a 24-hour channel with a focus on what Johnson called positive, uplifting images of African Americans. The basic cable outlet will join other channels targeting black viewers, such as BET and TV One, and will offer opportunities for blacks who have struggled to find work in mainstream Hollywood.
Spearheaded by entrepreneur and NBA Hall of Famer Earvin “Magic” Johnson, in partnership with GMC TV, ASPiRE delivers enlightening, entertaining and positive programming to African-Americans families, including movies, documentaries, short films, music, comedy, visual and performing arts, and faith and inspirational programs. ASPiRE celebrates African-American heritage and groundbreaking cultural achievements and will create new opportunities for the next generation of African-American visionaries. The network will launch June 27, 2012 to millions of customers on Comcast’s digital basic tier. For more information, visit www.aspire.tv
SOURCE ASPiRE
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<p><strong>“This is so exciting for me, I’m pinching myself,” Johnson said . “This is big for myself, for the African American community and the African American creative community. I wanted a vehicle to show positive images and to have stories written, produced and directed by African Americans for our community. Aspire — that’s how I’ve been leading my life.”</strong></p>
<p><strong>Aspire’s</strong> mix will include films, music and comedy, with a combination of acquired projects and original programming. “There will be some performing arts and shows about faith,” Johnson said.</p>
<p>Johnson’s entry into the television arena comes courtesy of communications giant Comcast Corp. as part of its agreement with the FCC and Department of Justice to diversify the cable landscape. Comcast agreed last year to launch 10 new independently owned cable channels, with most backed by African Americans and Latinos, by 2018. Johnson’s channel is scheduled to be the first.</p>
<p>Comcast is also expected to announce other new channels, including one led by rapper and entrepreneur Sean Combs.</p>
<p><strong>Aspire,</strong> is scheduled for a June 30 launch, Johnson becomes the second A-list celebrity to launch a network in the last two years. <strong>Oprah</strong> <strong>Winfrey</strong> established OWN: the<strong> Oprah Winfrey Network</strong> as a vehicle for her philosophy of inspiration and personal empowerment. But OWN has struggled ever since its January 2011 launch, failing to develop any shows or projects that have attracted large audiences.</p>
<p>Johnson is aware of the risks: “We’ll learn from those who have gone before us. We understand the landscape, and we will run a sound business.”<script type=){kind=link}