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On June 30, former Los Angeles Lakers all-star Earvin "Magic" Johnson will be launching a 24-hour basic cable television network called "Aspire."
Johnson's channel will be the first of 10 new independently owned entities to hit the air as part of Comcast's diversity agreement with the FCC and Department of Justice.
Aspire, headquartered in Atlanta, "will focus on what Magic Johnson called positive, uplifting images of African Americans and will offer opportunities for black people in the entertainment industry," explains the L.A. Times."
Johnson will act as Aspire's chief executive, with the president of Magic Johnson Enterprises, Eric Holoman, in the chief operating officer role. The channel will initially be available to 11 million Comcast Cable customers with hopes of expansion into 50 million homes within a few years.