Magic Johnson launches Aspire TV channel

MUMBAI: Basketball legend Magic Johnson has launched his television network Aspire on US cable companies Comcast and Time Warner Cable.

The channel has programming aimed at African-American viewers. At launch, Aspire is available in approximately seven million homes and in 16 of the top 25 African-American markets including New York City, Atlanta, Chicago and Washington, DC. Aspire also will launch on Fave TV and with five charter brand partners: The Chrysler Group, L?Oreal USA, Nationwide Insurance, Coca-Cola and Walmart.

Joining the network as hosts of its primetime programming blocks are actor Laurence Fishburne, who will host ?Groundbreaking Movies?; actor and comedian Jonathan Slocumb host of ?Groundbreaking Comedies?; actor Omari Hardwick host of the show ?ABFF Independent" and musician Esperanza Spalding and host of ?Groundbreaking Music?.

Aspire will focus on five categories: movies (including features, documentaries and short films); music; comedy; visual and performing arts; and faith and inspirational shows. The network?s initial schedule will feature the following programming blocks:

In ?Groundbreaking Movies?, Fishburne will guide viewers through the background, cultural relevance and historical significance of each night?s selection. Currently scheduled films include Shaft, Rosewood, Bird, Sarafina!, Bustin? Loose, The Defiant Ones and Lilies of the Field.

Hosted by Slocumb Aspire?s ?Groundbreaking Comedies? will celebrate trailblazing Black funnymen and women with iconic TV series including ?The Bill Cosby Show? (Chet Kincaid), ?The Flip Wilson Show? and more. Slocumb will share with audiences the known and not-so-known facts about the shows, their stars, and their enduring influence on popular culture. Groundbreaking and original standup comedy performances will also be featured.

?Groundbreaking Music and Performance Specials? will be hosted by Spalding and will present musical performances by artists from every generation and genre. ASPiRE will also present examples of African-American theater, dance and visual arts, offering viewers a chance to enjoy the wide spectrum of talent in the African-American creative community. Programming will include "Jazz Giants of the 20th Century," "Make It Funky!" and "Earth, Wind & Fire in Concert" to name a few.

?ABFF Independent? is a weekly two-hour original show, hosted by actor Omari Hardwick and will present the best shorts and feature films from emerging African-American writers, producers and directors, selected from the American Black Film Festival (ABFF).

?Groundbreaking Documentaries? will consist of films chronicling the real-life events, people and places that shaped the course of African-American history and culture, currently scheduled documentaries include ?When We Were Kings?, ?Rising from the Rails: The Story of the Pullman Porter? and ?Oscar?s Black Odyssey: From Hattie to Halle?, among others.

Aspire chairman, CEO Earvin "Magic" Johnson said, "It has been a long-held dream of mine to launch a television network that offers viewers inspiring and positive portrayals of African-American lifestyles, accomplishments and talent, while also creating opportunities for the next generation of artists and storytellers. My vision for ASPiRE could only become a reality with a group of visionaries and bold charter brand partners, The Chrysler Group, L?Oreal USA, Nationwide Insurance, Coca-Cola and Walmart. I am thrilled to have GMC TV as my partner along with our affiliate partners Comcast, Time Warner Cable and Fave TV to help make this dream come true."

Aspire GM Paul Butler said, "It?s tremendously exciting to be part of a new venture that we all believe is poised for great success. I look forward to implementing Earvin?s vision and to making Aspire a top viewing choice for African-American households, as well as the next big platform for the African-American creative community."

Aspire was selected by Comcast from among over 100 candidates as one of four new minority-owned independent networks to be distributed to millions of households on Comcast?s digital basic tier.

GMC will provide operational support for ASPiRE, including affiliate and advertising sales, marketing, programming, production and technical operations. Charles Humbard, GMC President and CEO, said: "We are delighted to be partnered with Earvin Johnson in the creation of this new network. Between his inspired leadership and our day-to-day operational experience in programming for, and marketing to, African-American audiences, our two brands are a perfect fit."

Aspire expects to be available in over 12 million homes by the end of 2012 and in 20 to 30 million homes by the end of 2013.