Magic Johnson‘s Atlanta-based cable network, “Aspire,” recently debuted.

The network, which will focus on family programming, has partnered with Atlanta-based GMC, which carries its own positive programming. Magic will be the majority owner. He also inked several advertising deals with Coca Cola, L’Oreal, Chrysler, Wal-Mart and Nationwide Insurance.

Magic said that his move to launch the network stems from sound business relationships and a commitment to projecting positive images of the Black community.

“I’m a great believer in partnerships,” Johnson said. “If I didn’t partner with GMC, I wouldn’t be in the business. We needed someone with some expertise. I thought it was a natural fit.” The name of the network, he added, is meant to reflect the positivity he hopes will come out of the programming.

Though the market is full of choices for Black audience, Magic says there is a void to be filled in regards to family-friendly African-American programming.