May 23rd, 2012
The Cable Show 2012: Cable Aims To Market to Black Consumer
By Mike Farrell
With its official launch scheduled for next month, new cable network Aspire appears poised to address a much maligned but fast growing advertising segment - the African-American community.
Aspire was one of a handful of minority networks that were established in the wake of Comcast’s NBC Universal partnership with General Electric Co. One of the conditions set by the Federal Communications Commission in approving the deal was that Comcast commit to adding eight minority-owned or partially owned-and-operated networks - including four African- American targeted networks. Aspire - co-owned by former Los Angeles Lakers basketball star Earvin “Magic” Johnson - was one of four networks announced in February.