Move over TV One, OWN and BET. Basketball superstar and business guru and Magic Johnson is launching Aspire, a 24-hour African-American TV network.

Magic Johnson. (Damian Dovarganes/AP)

In his interview with the LA Times Johnson said, "This is so exciting for me, I'm pinching myself. 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."

Comcast cable is backing the operation as part of a 10 independently owned cable channel launch promoting diversity.

Aspire will launch on June 30 and will inititally reach 11 million Comcast subscribers homes, according to the Times.

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