June 30 is the official launch date of Magic Johnson’s Aspire; a new cable television network targeting African-Americans.

This 24-hour channel will feature TV, film, music, comedy, performing arts and faith-based programming and serve as a breeding ground for African American talent that has to often been ignored by Hollywood.

“This is so exciting for me, I’m pinching myself,” Johnson said in a phone interview. 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.”

Aspire will join the ranks of other networks targeting African American viewers including BET, TV One, Bounce TV and OWN; established by Oprah Winfrey in 2011.

Johnson had this to say about the ‘risk’ of launching such a great endeavor:

“We’ll learn from those who have gone before us. We understand the landscape, and we will run a sound business.”

Source: L.A. Times