• by Paul Gough , January 13, 2003

A new cable channel aimed at African-Americans ages 25-54 will launch by the middle of the year.

The as-yet-unnamed channel, will be backed by Comcast Corp. It will be digital at least in the beginning, and will be launched with urban broadcaster Radio One. Radio One CEO Alfred C. Liggins said Monday that such a channel was long overdue among the nation’s largest minority group, with about 13% of the population.

“African-Americans are tremendously underserved in the television space. There’s been only one dedicated TV channel for 20 years,” Liggins said, referring to Viacom-owned BET. He contrasted that with Hispanic television, which he said had five networks and 20 digital channels either operating or planned.

Liggins said Radio One has been successful in providing radio programming for African Americans but needed an established MSO to assist in financing and placement. Liggins said Comcast was a great mix as they serve 21 of the top 25 U.S. markets, which comprise about 50% of the African-American population lives. Comcast has pledged digital space in their systems and pledged to help get the channel on other cable and satellite providers.

Comcast CEO Brian Roberts said that while Radio One doesn’t have any TV experience, it’s been successful in its core business and that similar companies have found success in the cable business.

Liggins said the ad-supported channel would have a mix of original and acquired programming, with entertainment-focused opinion and sports.

“We’ll deliver on specifics as we get closer to launch,” he said.

The management team hasn’t been picked yet but would be apart from both Radio One and Comcast, both of which will have about a 40% stake in the new venture.

“We’ve been in consistent dialogue with some top-flight industry professionals to run this,” Liggins said.

At the same time that BET is revamping its program schedule for the new year, Liggins said he didn’t see the new channel and BET necessarily as competition.

“We’re not going out there to compete with BET. The reality is that this marketplace can support more than one good idea … You try to offer what is not being offered,” Liggins said.

Liggins his company’s position in urban radio gives it an advantage in promotion, programming and cross-platform advertising.

“It’s a tremendous advantage and again, it’s not just about BET. It’s about our position in the marketplace vis-à-vis other cable networks,” he said.

It wasn’t clear what the initial subscriber base would be for the new channel, although Comcast officials acknowledged the break-even point for new cable ventures was about 20,000 subscribers. Roberts said this venture has the added sustainability of “deep-pocketed” funding.