News: Diddy Officially Announces TV Takeover Plans, "We're Bringing That Revolution That Television Needs" [Video]

Tuesday, Feb 21, 2012 1:45PM

Written by Cyrus Langhorne

After weeks of speculation and reports, Bad Boy Records CEO Diddy has finally officially announced plans to launch his own music video network, Revolt, later this year.

Speaking in a self-recorded video clip, Puffy officially made his television takeover public.

"The revolution will be televised. Today is a very, very big day. I am here to announce my new cable network, Revolt. I'd first like to say thank-you to Comcast, the Comcast Diversity Council and NBC for recognizing the importance of minority ownership in cable television," Diddy said in a video. "When I was growing up, I used to watch television all the time and wonder, 'Why don't those people look like me?' ... So thank-you to Comcast, my hat goes off to you for being the first to step up and I would also like to encourage and invite Time Warner, DirectTV, Cable Vision and all the other distributors to come and get down with the get down because Revolt TV is bringing that revolution that television needs." (P Twitty TV)

Earlier this month, Puff said despite speculation, he could not officially confirm the Revolt TV talk.

"I haven't made that announcement yet. That's something that kinda leaked to the press," the Bad Boy CEO told Sway in Miami while on a break from shooting French Montana's "Shot Caller" remix video. "When I have everything officially solidified, I'll be able to speak on it more. Only thing I can say is, we're coming with a new energy, we're coming with something that people are going to want to tune in to see." (MTV)

Details of Diddy's forthcoming Revolt network launch hit the Internet a couple weeks ago.

Sources with knowledge of the Revolt playbook describe it as a music and music news channel with an urban skew. One described it as the old days of MTV, but for more of the African American audience. The venture is well funded, say the sources. Former MTV programming chief Andy Schuon is involved with Revolt, according to sources. In 2006, Schuon headed up a music channel called International Music Feed (IMF), which was acquired by Ovation TV before being discontinued. (Broadcasting & Cable)

Popular cable provider Comcast is reportedly behind the network.

Comcast will provide distribution as part of its commitment to the FCC to help launch minority owned networks. In April, Comcast began soliciting proposals for "independent channels," according to its press materials. It plans to launch 10 over the next eight years, including eight Hispanic or African American owned channels, and began accepting proposals for the first three last spring. Each of the 10 will be added to "select Comcast systems as part of the D1 digital tier," said Comcast; one source believed there would be around 10 million Comcast homes on board at Revolt's launch. Comcast announced its plans to launch an "American Latino"-operated channel by July 28, and an African American-owned one by January of 2013, which would fit Diddy's 12/12 timeframe. (Broadcasting & Cable)

Check out Diddy's announcement below:

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