Magic Johnson Launches New TV Network, ASPiRE

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It just does not stop for Magic Johnson. The Hall of Fame basketball player-turned-mega-entrepreneur launches perhaps to biggest of a litany of bold ventures today: Atlanta-based cable network ASPiRE.

The channel will go live tonight at 8 p.m. EST and joins other channels targeting African-American viewers such as TV One and BET.

Johnson, who partnered with Comcast Corp., says ASPiRE is focused on uplifting the image of African-Americans and celebrating the success of those in the Black community. The network will include a mix of short films, music, comedy, documentaries, and other inspirational programs. ASPiRE will also partner with GMC, a regional cable channel that also offers positive programs.

ASPiRE is focused on uplifting the image of African-Americans and celebrating the success of those in the Black community. The network will include a mix of short films, music, comedy, documentaries, and other inspirational programs. ASPiRE will also partner with GMC, a regional cable channel that also offers positive programs.

The launch party is tonight at Cipriani in New York. Stars like Sean “Diddy” Combs, Vivica Fox, Wycleaf Jean, Ruby Dee, Russell Simmons, Angie Martinez, Andre Harrell, Star Jones, Al Rocker, Natalie Cole, JR. Smith, Rev. Al Sharpton, New Edition, Doug E. Fresh, Funkmaster Flex, and many more prominent figures are set to attend.

“This is so exciting for me. I’m pinching myself,” Johnson said in a phone interview with Black Enterprise. “This is big for myself and for the African American community.”

ASPiRE will launch with charter brand partners including Chrysler Group, L’Oreal USA, Nationwide Insurance, Coca-Cola, and Wal-Mart

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