Aspire TV is marking its 10th anniversary with a new leader and a renewed commitment to serving its target African-American audience with quality informative and entertaining programming.

Aspire was founded in 2012 by NBA Hall of Famer Earvin “Magic” Johnson as one of four independent, minority-owned networks selected for broad distribution by Comcast as part of the Federal Communications Commission-imposed conditions on its acquisition of NBCUniversal. Now owned by UP Entertainment after Johnson divested his majority ownership in 2019, the network continues to focus on promoting and reflecting Black culture and urban lifestyle through original and acquired programming. Leading the charge is UP Entertainment Senior VP of Multicultural Networks and Strategy Angela Cannon.

Formerly UP Entertainment VP of national accounts, content distribution and marketing, Cannon was part of Aspire’s original launch team and now oversees day-to-day management and oversight of Aspire TV along with FAST channel aspireTV Life. Cannon will also manage an original programming slate that includes the G. Garvin Live! cooking show, the Side By Side with Malika and Khadija Haqq talk show, as well as dedicated HBCU content and Black filmmaker-produced short films. 

Cannon recently spoke to Multichannel News about the network’s anniversary and its evolution, as well as its strategy to remain competitive in a very crowded television marketplace. An edited version of the interview appears below. 

Multichannel News: A decade ago Magic Johnson launched Aspire TV in an effort to bring more content to African-American viewers watching cable television. Has the network lived up to his aspirations? 

Angela Cannon: Absolutely. I was fortunate to be one of the people that actually worked in tandem with Mr. Johnson to conceptualize what Aspire is what we wanted it to be. At that time, we really wanted to make sure that it was a place to represent positivity across Black culture, Black images, Black family and Black affluence. What we've been able to do is shine a lens into what's possible, particularly for our young Black and Brown kids. Mr. Johnson said early on that he wanted a television station that reflected his experiences when he was growing up, where the family was sitting around the TV and everybody was able to enjoy, laugh, fellowship and bond together. What we’ve been able to do 10 years later is exactly right in line with what we said we were going to do, and in fact, even better.

MCN: The television landscape has changed significantly over the past decade. Has Aspire effectively maximized its reach across platforms in an effort to reach its target audience?

AC: We're continuing to build our distribution and our reach. Aspire right now is still ranked number one in affinity within Black lifestyle networks, and we continue to bring in audiences with above-average home ownership, income and education, so in that regard I’m happy with our position. Can we continue to expand our brand? Absolutely, which is what we’ve done with aspire TVLife, our first FAST channel, which is dedicated to cooking, fashion, travel and design. We’re really trying to make sure that we’re in those new, developing distribution pockets where we’re seeing Black audiences. I think everybody in this industry right now is looking at the rise of streaming. We're making sure that they have the content that our viewers want to watch – whether it's snackable content on their mobile phones, on our FAST channel or on linear. Whatever it may be, it is my job to make sure that Aspire is sitting where it will be most beneficial not only to us as a company but also to our viewers, our advertisers and distributors. I’m really excited about where we’re going. 

MCN: Has the industry become more accepting and inclusive of content created for and by people of color since Aspire’s launch or has it remained stagnant with regards to diversity both in front of and behind the camera?

AC: Ten years ago I think it was really more about trying to stake our claims. When the [Comcast] diversity initiatives came out, the networks that launched with Aspire TV were saying that we deserve a place on your cable lineup so that multicultural audiences can see themselves represented. With everything that’s happened over the past two years with COVID and with [the death of George Floyd], now you’re starting to see Black content in particular becoming more relevant across platforms. Is there room for more growth? Absolutely, because you still don’t see us as represented behind the cameras, and we’re still not represented enough in the executive rooms where they’re making the decisions. We’ve made some strides, but there are still some headwinds to tackle and to continue to grow. 

MCN: Where do you want to take the Aspire brand over the next year? 

AC: I think you'll see Aspire available in way more places … there are so many different things that we could do with this brand. We hear every day from our consumers that they love it and they want more. So in addition to the FAST channel that we have now, maybe we can get into other spaces like SVOD or additional offshoots. From a content perspective, we have really great partnerships, not just with our advertisers and our distribution partners but also with talent. We’ve done partnerships with chef G. Garvin to be our culinary expert, and he's going to help us build out our food network. We're also working with other celebrity leaders to do the same type of partnerships. We want to be authentic and true to our culture, and really represent us in a positive light, and showcasing all that we can do with all of our skill sets and in all of our glory. We're excited to bring that to viewers with more productions in development. We have a lot coming down the pipe, so we're excited about that. ■

Apple TV Plus hits the basketball court April 22 with a new documentary on the life and career of NBA legend Earvin “Magic” Johnson, but They Call Me Magic doesn't play in the same arena as ESPN’s successful sports doc The Last Dance, according to Johnson.

The four-part series follows Johnson’s trek from humble beginnings in Lansing, Michigan to becoming a five-time NBA champion with the Los Angeles Lakers. It also details the basketball icon's battle with HIV and his evolution into a successful entrepreneur. 

Also: HBO's 'Winning Time' Scores Second Season

While some viewers may look to compare the documentary with ESPN's 2020 Michael Jordan-focused The Last Dance sports documentary, Johnson -- speaking at a Television Critics Association Press Tour panel on the series this past February -- said that They Call Me Magic reaches well beyond his basketball career.

“The Last Dance was all about basketball and Michael's mindset and attitude toward winning … this is about my family and this is about me being a businessman,” Johnson said. “So it's so many different things that you're going to get out of this documentary and it's totally different from The Last Dance.” ■

Apple TV Plus will continue to explore the drive behind some of the most successful athletes in season two of just-renewed sports documentary series Greatness Code.

The six-episode second season of the series, in which iconic athletes pull back the curtain on a pivotal career moment when they touched greatness, debuts on May 13 and features such athletes as NFL quarterback Russell Wilson, NASCAR driver Bubba Wallace and X Games skateboard champion Leticia Bufoni.

Greatness Code is co-produced by Uninterrupted and Religion of Sports, and is executive produced by Gotham Chopra, Ameeth Sankaran, Giselle Parets, Maverick Carter, Jamal Henderson, Devin Johnson and Philip Byron.

Greatness Code adds to Apple TV’s lineup of sports-themed documentaries debuting this spring, including the They Call Me Magic docuseries about Magic Johnson, The Long Game: Bigger Than Basketball about NBA hopeful Makur Maker and Make or Break, which follows elite World Surf League competitors.

Apple TV Plus also recently announced the upcoming docuseries The Dynasty about the New England Patriots.

HBO will suit up for a second season of its basketball-themed drama series Winning Time: The Rise of the Lakers Dynasty  the network said Thursday.

The series follows the exploits of the 1980s Los Angeles Lakers NBA championship teams and its core players, including Earvin ‘Magic’ Johnson and Kareen Abdul-Jabbar, as well as its owner Jerry Buss. 

Winning Time, based on the book Showtime: Magic, Kareem, Riley and the Los Angeles Lakers Dynasty of the 1980s by Jeff Pearlman, will conclude its freshman run on HBO May 8, according to the network. 

The series stars John C. Reilly, Quincy Isaiah, Jason Clarke, Adrien Brody, Gaby Hoffmann, Tracy Letts and Jason Segel.

“It’s been a thrill to bring Winning Time to life with Adam McKay, Max Borenstein, our phenomenal producing team, and this incredible cast,” said  Francesca Orsi, Executive VP of HBO Programming in a statement. “This series not only tells the riveting story of the Lakers’ rise, but is also a look back at a transformative era in basketball, celebrity, and the city of Los Angeles. We can’t wait to see how this team will tell the next chapter of this dynasty.” 

Also: Scripted Sports Series In Play for Networks, Streaming Services

Winning Time: The Rise of the Lakers Dynasty is executive produced by  Adam McKay, Max Borenstein, Kevin Messick, Jim Hech, Rodney Barnes, Jason Shuman and Scott Stephens.

Also:  Review: 'Winning Time: The Rise of  the Lakers Dynasty'

HBO takes look at the exploits of the 1980s Los Angeles Lakers championship teams in a fun and fast-paced new original series, Winning Time: The Rise of Lakers Dynasty, debuting March 6.

The series follows the “Showtime” Lakers NBA squad and it’s charismatic and somewhat outlandish roster of players led by Earvin “Magic” Johnson, played impeccably by Quincy Isaiah. Lakers owner Dr. Jerry Buss (John C. Reilly) serves as the catalyst for the team's success and subsequent fall. 

The hard-partying and womanizing Buss’ outlook on life is defined early in the first episode when he exclaims in earshot of his blonde bedmate: “If there are two things in this world that make me believe in God, it’s sex and basketball.” The series follows Buss as he financially schemes to purchase the Lakers and the team’s Forum arena before drafting Johnson with the first pick in the1979 NBA Draft.

Johnson’s arrival doesn’t necessarily sit well with Lakers coach Jerry West (Jason Clarke), team starting point guard Norm Nixon (DeVaughn Nixon) or All-Star center Kareem Abdul-Jabbar (Solomon Hughes), creating a dynamic that would normally destroy a team's winning chemistry. Yet the Lakers find a way to thrive in spite of itself, engineering a magical run of playoff and championship appearances throughout the 1980s.

Winning Time uses documentary footage of the period, animation elements and even text features to help visually explore the team's success, as well as the crazy and often destructive elements that defined it and the culture during that time. Executive producer Adam McKay also breaks TV's fourth wall throughout the series by having some of the main characters step out of scene and talk directly to the viewer. While a bit vexing at first, it eventually blends into the overall style and flow of the series.

You don’t have to be a basketball fan to enjoy Winning Time, which will keep viewers enthralled throughout its 10-episode run. The series debuts on HBO March 6, followed by additional episodes on subsequent Sundays, according to the network. ■ 

Apple TV Plus will chronicle the life of NBA legend Earvin “Magic” Johnson as part of a new four-part documentary debuting April 22, the streamer announced during its Television Critics Association tour presentation Friday. 

The docuseries, The Call Me Magic, follows Johnson’s journey from being the face of the Los Angeles Lakers to changing the conversation around HIV and transforming into a successful entrepreneur and community activist, said network officials. 

Johnson will also be featured as part of HBO's upcoming scripted series Winning Time: The Rise of the Lakers Dynasty. ■

The streaming service also released premiere dates and video trailers for several of its upcoming original shows during its presentation.

Apple TV Plus on March 11 will debut its limited series The Last Days of Ptolemy Grey, starring Samuel L. Jackson as an ailing elderly man forgotten by his family who learns of a treatment that can temporarily restore his dementia-addled memories, said the service.

Apple TV Plus also announced the premiere its comic anthology series Roar on April 15. Based on a book of short stories by Cecelia Ahern, the series stars Cynthia Erivo, Issa Rae, Merritt Wever, Alison Brie and Betty Gilpin.

HBO has released a first look trailer for its new drama series Winning Time: The Rise of The Lakers Dynasty.

The 10-episode series, debuting this March on HBO and streaming HBO Max, chronicles the professional and personal lives of the 1980s NBA Los Angeles Lakers squad, one of sports’ most revered and dominant dynasties and a team that defined an era, both on and off the court, according to HBO.

The ensemble cast includes John C. Reilly, Jason Clarke, Adrien Brody, Quincy Isaiah, Solomon Hughes, Austin Aaron, Jimel Atkins, Joey Brooks, Brett Cullen, Delante Desouza, Sally Field, Spencer Garrett, Molly Gordon, Stephen Adly Guirgis, Gaby Hoffman, Tracy Letts, Rob Morgan, Julianne Nicholson, DeVaughn Nixon, Sarah Ramos, Hadley Robinson, Jason Segel and Tamera Tomakili, said the the network. ■ 

NBA legend Magic Johnson gives pointers to young workers who have gone through Old Navy’s This Way Onward in-story training and mentorship program in a campaign created by Disney Ad Sales’ CreativeWorks content unit.

The campaign launches Monday.

In three videos the young retail employees talk about how their careers are sprouting while Johnson, who has become an entrepreneur and business owner, secretly listens in. He surprises each of the staffers, offers congratulations and advice on how to continue to be successful.

Johnson encourages young workers to ask questions, prepare for opportunities and dare to dream. 

Also Read: ESPN Anchor Scott Van Pelt Featured in Ads for Ram Trucks

“Imagine a brighter future where everyone gets a foot in the door,” Johnson says in one spot, explaining the impact of the The Way Onward program. “Opportunities should be just for some, but for everyone.” The spot ends with the tagline “Imagine a brighter future.”

The stories have been cut down and will air on ABC and other linear networks. They will also appear on ABC, FX, Freeform, National Geographic and Hulu digital outlets.

Also Read: Disney Ad Showcase Heralds Data, Programmatic Tech

Long-form versions of the stories will be available at OldNavy.com/Imagine.

As part of the This Way Onward program, Old Navy has committed to providing 20,000 job opportunities to underserved youth by 2025. 

NBA legend Earvin “Magic” Johnson, just days after stepping down as president of the Los Angeles Lakers, has joined Big3 Networks in its bid to win 21 Fox regional sports networks.

Rapper Ice Cube, who along with entrepreneur Jeffrey Kwatinetz formed the three-on-three professional basketball league in 2017, said in a tweet Wednesday that Johnson had joined Big3 in its bid for the networks.

[embed]https://twitter.com/icecube/status/1118571275734044673[/embed]

Johnson stepped down as president of basketball operations for the Lakers earlier this month. 

It was unclear as to whether Johnson will provide financial support for Big3’s bid -- it already has some backing from private equity player Centerbridge Partners and investment banker Macquarie Group. Earlier, Big3 said it had lined up actor Will Smith, tennis star Serena Williams and rapper Snoop Dogg as content partners if its bid for the Fox RSNs prevails.

Big3 is among a handful of bidders that have pledged upwards of $10 billion for the channels. According to sources and published reports, Liberty Media and Sinclair Broadcast Group have submitted bids as well. Liberty, run by cable legend John Malone, has apparently joined with Major League Baseball in its bid for the channels. Liberty also owns the Atlanta Braves baseball team.

[embed]https://twitter.com/icecube/status/1118195585431916545[/embed]

The networks were acquired by The Walt Disney Co. as part of its $71.3 billion purchase of certain 21st Century Fox programming assets. Disney agreed to divest of the RSNs as a condition of the U.S. Dept. of Justice’s approval of the larger deal, which closed on March 20. Disney agreed to sell off the RSNs within 90 days of the Fox closing, meaning it has until June 18 to finalize the sale of the sports networks.

Disney also could spin-off the RSNs into a separate public entity to satisfy the government's conditions, but it would need the DOJ's permission to do so. 

Big3 has accused Charter Communications of trying to manipulate the bidding process. Sources confirmed reports that Big3 is scheduled to meet with the Justice department to discuss the matter.

Multicultural-themed programming is riding a wave of ratings and critical success on TV, but that rising tide isn’t lifting all boats.

From Emmy Award-winning shows like Netflix’s Orange Is the New Black and its multicultural cast, to ratings hits like Fox’s Empire, Starz’s Power and ABC’s Fresh Off the Boat and Black-ish, ethnically diverse TV content is hot. But even in such a TV climate, executives at independently owned multicultural networks said their services still struggle to gain widespread distribution.

Even with a growing base of multicultural subscribers who watch more hours of television than white viewers — along with an increase of young, multicultural millennials who are either cord-cutters or cable-nevers — distributors aren’t rushing to sign up networks that target the industry’s current and future subscribers, executives said.

“Overall, 40% of the population is multicultural, so what all that means is multicultural is now the new mainstream,” said Tonia O’Connor, chief commercial officer and president of content distribution for Univision Communications, which also handles distribution duties for four-year-old, male-targeted El Rey Network and young, Hispanic audience-targeted news service Fusion.

“It’s good business to be in this business,” O’Connor said. “Whether distributors have come to embrace it yet or not, they absolutely have to in order to continue to have any growth in the future — they can no longer ignore the multicultural consumer or opportunity.”

A HOT CATEGORY

While most television observers recognize today’s lineup of quality content from cable, broadcast and over-the-top digital services like Netflix as a new Golden Age of Television, it’s also arguably the most prolific time for multicultural programming.

This comes as the U.S. grows more diverse, and as diverse groups grow more influential determining in how and when entertainment content is delivered.

African-Americans watched more than 44 hours of live and time-shifted TV a week during fourth-quarter 2015, well above the 31-hour average for all adults, according to the recent Nielsen Total Audience Report. Hispanics nearly double all viewers in minutes spent watching video on smartphones, while Asian-Americans use multimedia devices to view television nearly a full hour more than the general public does.

Given those realities, the assumption would be that multichannel-video providers would be aggressive in launching networks aimed at the growing, highly influential multicultural audience. But network executives said some distributors have yet to recognize the value of multicultural content.

Most high-profile shows with appeal to multicultural audiences air on mainstream networks backed by major media companies, Africa Channel executive vice president of content and global operations Narendra Reddy said, adding that independently-owned multicultural channels don’t have the budget or staff to develop and market such programming. But that doesn’t mean Africa Channel’s scripted movies and reality shows originating from the continent are any less valuable or appealing to multicultural viewers, Reddy said.

He added that most favored nations language in contracts, restrictions on social-media marketing and promotion of content on the Web, and a lack of negotiating power during contract talks have hampered Africa Channel’s ability to gain distribution as an independent network.

“Even if the heads of programming for these various distributors believe that this content that we have will resonate with audiences, basically they’re forced to carry networks from the companies that have far greater leverage than we do,” Reddy said.

That doesn’t sit well with multicultural viewers who respond favorably to content targeted toward them. According to a recent Horowitz Race, Diversity and Media survey, 64% of multicultural millennials said they found television shows featuring a mainly multicultural cast appealing, compared to 44% of white viewers.

Yet beyond a few select shows, network executives say such images are rare on the current lineup of cable channels.

STILL AN UNDERSERVED AUDIENCE

“A multicultural cable subscriber today sees his or her dollar being mainstream, but the reality is when they look at what’s being offered they’re seeing that there’s just not that much there,” said Mark Walton, president of sales and marketing for One Caribbean Television. “Even though you may see an article or some conversation around all of this, from the consumer’s perspective it gets back to ‘I have 500 channels and I only have four or five that are addressing some of the interests I have.’ ”

One Caribbean Television, which offers entertainment, news and weather content from such Caribbean nations as the Bahamas, Antigua and Barbuda, Jamaica and Barbados, is currently offered on RCN with the network in distribution talks with several other operators. One Caribbean targets the nearly 10 million to 20 million African-Americans who have some connection to the Caribbean, as well as mainstream viewers who travel and have interest in the region.

“The consumer is paying X dollars but is getting X minus dollars in terms of value to them,” Walton said. “In order to breach that gap and reduce churn, you have to have the offerings that that consumer wants.”

Network executives said they recognize that MVPDs are under pressure to curb programming costs and adjust programming packages to prevent younger subscribers from churning or shifting to over-the-top subscription VOD services.

“[Distributors] might not be as confident to take risks on launching multicultural-themed channels,” Miguel Santos, general manager for Asian-American targeted network Myx TV, said. “The business environment is di_ cult — they’re seeing some churn, so it’s making a lot of MVPD executives risk-averse. They don’t really see at the moment the value of multicultural channels.”

One executive who said she does recognize the value of multicultural content is Verizon Fios executive director of content strategy and acquisition Michelle Webb. She told the Horowitz Associates Cultural Insights Forum in March that the telco is looking to balance that with finding the best ways to offer the most choice to consumers.

“It’s all about managing demand and bandwidth considerations,” she said.

Aspire TV has seen some small but noteworthy movement on the distribution front, vice president of business affairs and channel operations Melissa Ingram said. The African-American-targeted network, founded by basketball hall of famer Earvin “Magic” Johnson, has seen its subscriber rolls grow to 34 million viewers since its 2012 launch; it projects it will be in 37 million homes by year-end.

“Not only is [the multicultural] audience is requesting this type of programming but … from a business standpoint, affiliates are starting to understand the importance of having diverse content,” she said. “They’ve seen the success of shows like Empire and they’ve seen a movement by subscribers demanding such content, which is forcing these large distributors to understand the importance and value of it and to get more content like that on their systems.”

As networks continue to push for linear distribution, others are exploring the Web in an eff ort to generate interest and awareness for their brands. Networks such as Myx TV, Fuse and One Caribbean Television use apps to give viewers a chance to check out video content from the networks, as well as some live programming.

BOOSTING ONLINE REACH

“If you want to reach a younger audience, you have to be available on all of the relevant devices, and you have to have content that’s available on-demand,” Fuse Media CEO Michael Schwimmer said. “Obviously, you have to be able to balance that with the network’s role within the pay TV ecosystem, but I think that it’s all doable and important. Anybody that doesn’t have a strong digital presence does so at their own risk.”

Myx TV’s Santos believes networks targeting multicultural millennials in particular may find online distribution a more attractive way of exposing the brand to key audiences. Asian-Americans, especially, tend to watch content online on various mobile devices, so anyone looking to reach that audience would fare well in the digital space, according to Santos.

Myx TV is considering launching an OTT service in the near future, although Santos would not disclose a time frame. “OTT is possibly the key to diversifying entertainment,” he said. “Given the competitive environment and the uncertainty within the industry, it would behoove us to look at all options to really get our content out.

“In the end, the power is with the viewer, and they will decide where they want to watch their content — if they want to watch it over the top we should be there, and if they want to watch it on a linear platform we should be there, too.”

AT&T and DirecTV will each launch the Magic Johnson-founded Aspire network as part of a new affiliation agreement with the African-American targeted service, the companies announced Monday.  

AT&T will also add UP network to its U-verse lineup as part of the deal. The family-friendly UP network, which is already on DirecTV’s lineup, negotiates affiliation deals for Aspire.

"We're pleased to bring these great channels that serve family audiences and expand entertainment options on both our U-verse and DirecTV platforms," said Dan York, chief content officer at AT&T in a statement. "With these networks come a diverse array of voices and perspectives that build on the wide variety of programming we carry today."

Added Aspire chairman and CEO Johnson: "“We salute AT&T for recognizing the value that Aspire brings to their customers with programming that is relatable, relevant and positive.  This is a fantastic way for us to close out a very successful year. Aspire will continue to provide a real and authentic view of the African-American community."

Aspire general manager Paul Butler is leaving the Earvin "Magic" Johnson-founded network, executives said Friday.

Butler, who has helmed the service since its launch in June 2012, is departing for personal reasons, according to the network. "Paul expressed a strong need to move home and spend more time with his family; and family always comes first," said Johnson.

Under his tenure, the African-American targeted network -- which launched as one of four independent, minority-owned networks selected for broad distribution by Comcast as part of the Federal Communications Commission-imposed conditions on its acquisition of NBCUniversal – grew to more than 21 million viewers while launching several original content such as talk show Exhale and its ABFF Independent series.

Johnson in a statement said the following:

Today, May 15, 2015, will be Paul Butler’s last day with ASPiRE where he has served as General Manager of the network since its launch in June 2012.  Paul expressed a strong need to move home and spend more time with his family; and family always comes first.

Under his leadership, we have grown the network to more than 21 million subscribers, produced high quality original programming, built the network as a platform for the next generation of African-American creative talent and established valuable and strategic partnerships with advertisers, affiliates and organizations. Among these partnership - the American Black Film Festival (ABFF), The White House Initiative on HBCUs and the Billion Dollar Roundtable have all been very critical to our success. On behalf of everyone at ASPiRE and Magic Johnson Enterprises, I thank Paul for his commitment and passion and wish him the best.

For all his accomplishments, perhaps the most important thing Paul did was to build a great team that has the energy, talent and creativity to continue our mission.  While we will miss Paul, we don’t expect ASPiRE to miss a beat. With the great team Paul assembled and help from our partners at UP, we will continue to grow, thrive and bring a distinct voice to the television landscape.  We wish Paul and his family all the best.

After a decade at the network, Brad Siegel has stepped down from his role as vice chairman of UP TV.

Siegel, along with Charley Humbard, launched the independent music-oriented service then known as Gospel Music Channel in 2004 to a handful of small distributors. Siegel joined Humbard, a Discovery Communications executive and son of TV preacher Rex Humbard, following his 2003 departure from Turner Broadcasting, where he ultimately served as president of Turner Entertainment Networks.

News of Siegel’s exit was first reported by Variety.

Siegel and UP, which was rebranded from GMC in 2013, also work closely with Magic Johnson’s Aspire cable network, handling programming, advertising and affiliate sales.

Humbard informed the staffs of both networks about Siegel today, noting that “we will move quickly to bring in a senior executive to assume Brad's responsibilities and expect to have an announcement in the very near future. In the meantime I will oversee programming and marketing, as we continue our development and production of original movies and series.”

Humbard levied praise on Siegel in his role is launching the service and spreading its growth to some 70 million subscribers today.

“Building a cable brand into the second-largest independent network in this challenging environment required a person with enormous energy, talent and relational strength," Humbard said is a statement.  "Having Brad as my partner for the last 10 years to develop UP TV into a leading destination for uplifting family entertainment has been enormously rewarding. Brad’s experience and relationships with advertisers and program distributors were invaluable in jump starting our business.  He spearheaded our successful push into original programming, an initiative that we will continue to expand as we move into 2015, and was instrumental in the launch of Aspire.  All of us at UP and Aspire wish Brad great success in his next endeavor.”

Aspire is partnering with the White House Initiative on Historically Black Colleges and Universities to increase awareness of the value and the legacy of HBCUs, the network announced.

The partnership will look to expose HBCU college students to entrepreneurs and professionals in corporate and private businesses to help guarantee the future success of African-American students, our communities and our nation. The strategic collaboration is a part of Aspire initiative to promote excellence in education among African-American students at HBCUs and to provide those students with professional development and support. 

Aspire will also support the WHIHBCU via on-air, online and social media by producing and broadcasting a series of custom vignettes showcasing the HBCU Week Conference running Sept. 22-23, said the network. In addition, the network will develop "I Aspire” profiles featuring students from the inaugural WHIHBCU All-Stars class. 

“Aspire is extremely proud to expand its commitment to improve educational opportunities for African- American youth at HBCUs by partnering with the White House Initiative on Historically Black Colleges and Universities,” said Paul Butler, general manager, Aspire in a statement.  “We recognize that HBCUs are an important part of our culture and safeguarding their legacy, along with enhancing educational, professional and entrepreneurial opportunities for the next generation of leaders, is critical to our nation’s future.”

Celebrities doing positive things within communities around the country will be the focus of a new Aspire reality series, Changemakers, the network announced Wednesday.

The series debus Sept. 24 and will spotlight African-American celebrities – such as Keshia Knight Pulliam and Chris “Ludacris” Bridges (pictured) – who are making a difference and reveal how and why they use their success to help others.  The six-episode series is executive produced by Swirl Films, according to network officials.

“Changemakers is a groundbreaking reality series that focuses on celebrities who are changing the game in their communities by doing extraordinary things,” said Aspire general manager Paul Butler in a statement. “We are committed to telling stories that otherwise go untold, and Changemakers features the exceptional work of many celebrities who are giving back to the community.  We are pleased to shine a spotlight on some of these generous acts."