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Cable Technology Feature Article

January 24, 2012

P. Diddy To Launch His Own Music Channel

By Jacqueline Lee, Contributing Writer

Revolt, a music-themed channel that is the vision of P. Diddy and former MTV producer Andy Schuon, is slated to go live on December 12, 2012, according to Broadcasting & Cable. Comcast representatives will neither confirm nor deny Diddy’s involvement, although Time Warner (News - Alert) Cable did admit to having “discussions” with the star about the concept.

Sources say that Diddy described the network as a music and music news network “much like the early days of MTV”, skewed toward urban audiences. Sources also describe the venture as “well-funded.” Comcast is reportedly developing the network as part of the commitment that it made to the FCC (News - Alert) to launch more minority-owned networks. The cable giant plans to launch up to 10 channels over the next eight years aimed at African-American and Hispanic audiences. Each network will be added to Comcast’s (News - Alert) D1 Digital Tier.

In addition to distribution through Comcast, Revolt will be distributed through Time Warner. Between the two distributors, the network would potentially reach about 18 million homes. Revolt is just one of many networks geared toward African-Americans that are being launched in the U.S. September saw the launch of Bounce TV, and two other networks, Soul of the South and Kin TV, are expected to debut in the spring.

P. Diddy, or Sean Combs, has a long history of entrepreneurship. He owns a label called Bad Boy Records, a brand of vodka called Ciroc, and numerous fashion ventures. Bad Boy Records appears to have a good year in store with the signing of French Montana, Brooklyn MC Red Café and Machine Gun Kelly. Fans crowned Kelly as MTV’s Hottest Breakthrough MC in late 2011.

Not all of Diddy’s ventures have gone without criticism. Combs has been accused of ruining the careers of some of Bad Boy’s artists, including Black Rob, Shyne and G-Dep by dropping them from his label. However, Combs defended his label’s decisions, calling them “the last people standing” in a time when hip-hop artists have struggled to keep their recording contracts. He stated that industry life expectancy was about two years anyway, and that those who couldn’t handle the pressure were simply “eaten alive.”

Combs and Bad Boy Entertainment have yet to comment about Revolt or about any distribution deals. In spite of rumors, Comcast has not confirmed whether or not it will distribute the channel.

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Jacqueline Lee is a TMCnet contributor who produces web content, blogs and articles for numerous websites including wikiHow.com. Her background is in business and education.

Edited by Jennifer Russell