Magic Johnson and Comcast Cable will offer subscribers the Aspire channel, which Johnson hopes to make a platform for black entertainment talent.
Earvin "Magic" Johnson says that the purpose of Aspire is all about positivity as well as inclusion, according to the Los Angeles Times.
"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."
It is expected that the network will provide original programming as well as already produced content spread across films, documentaries and scripted television shows.
Johnson, 52 is a fixture in show business and not just because he is based in Los Angeles and once had a short-lived late night talk show.
Through his umbrella company Magic Johnson Enterprises, he has successfully launched and grown a movie theater chain, invested in radio and print journalism as well as film production. His focus is on projects for the African American community.
The Wall Street Journal reported that Johnson will partner with GMC, owners of a family-oriented network formerly known as Gospel Music.
Understanding full well that a fellow black multimillionaire named Oprah Winfrey recently launched the Oprah Winfrey Network (OWN), that has been less successful than hoped for in its infancy stage, Magic wants to be cautious and hope to avoid the same issues.
"We'll learn from those who have gone before us. We understand the landscape, and we will run a sound business."
Comcast is said to have been eager to work with Johnson on his concept for his network because of its agreement with the Federal Communications Commission and the Justice Department that came in the course of finalizing the huge acquisition of NBC Universal.
Aspire is expected to be only one of 10 channels to come in the next 5-6 years as Comcast works with Latino and black investors and talent, but Johnson's channel will be the first.
With the Comcast cable distribution system Aspire will reach 11 million of its customers and in what he hopes will be the near future, Magic intends to offer his content to other television providers, both satellite and cable.
The start up capital necessary might be in the neighborhood of $100 million, according to the Times and as expected Johnson would not comment on what his personal investment will be.
While Aspire is being launched, Magic Johnson is working with equity partners who are bidding on the Los Angeles Dodgers of Major League Baseball. The Dodgers are under the supervision of a bankruptcy judge in L.A. and the sale process is underway.
There were more than 15 bidders who have been paired down to a more manageable number of 11, with Johnson's group still in the mix. It is expected that a second cut will reduce that number in half after current owner Frank McCourt completes his due diligence review of the bids.
A timetable was set by McCourt to close a deal with a bidder, after agreement with the bankruptcy court and Major League Baseball by the end of April, a month into the 2012 baseball season.
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