Los Angeles | Tuesday, July 3rd, 2012
With one push of a silver lever on a box labeled ‘Aspire’ last week, Magic Johnson’s new TV network went live.
His new venture is aimed at bringing black families enlightening and positive programming.
Aspire will air every kind of content across the board, including movies, documentaries, music and comedy, as well as inspirational programs.
He said of his new network: “We have a big platform for African-American work Family driven content, positive images of African-Americans — that’s what we want that platform for!”
The NBA great has already landed five “charter brand partners” including Coca-Cola Co., Chrysler, Wal-Mart Stores Inc., L’Oreal and Nationwide Insurance and is confident that it will “almost break-even in a year.”
Aspire will initially be available in 7 million homes in 16 major markets, including New York, Atlanta, Chicago and Washington. D.C. and ‘aspires’ to reach 12 million home by year’s end and 40 million within the next two years.