Throughout his NBA and business career, Magic Johnson has always aspired to achieve great things. So it’s only logical that he would choose to call his new TV channel Aspire.

Per an LA Times article this morning by Meg James and Greg Braxton, Johnson’s channel is the first of several planned by Comcast TV as part of the company’s recent agreement with the FCC and Department of Justice to diversify. Aspire will offer a 24-hour mix of inspirational, family-friendly movies, comedy, music and more. From the article:

“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.”

The Laker Hall of Famer says operations will be based in Atlanta and partnered with local cable provider GMC. Aspire is scheduled to go live June 30 in 11 million homes and of course puts Johnson in direct competition with BET as well as Oprah Winfrey‘s OWN.

[Photo: Joe Seer/Shutterstock.com]

Previously on FishbowlLA:
Magic Johnson Expands Media Holdings
Magic Johnson Gets His Media Vibe On