Diddy's REVOLT channel will debut in 2013. (Donald Kravitz/Getty Images)
"I grew up watching BET and MTV and HBO and NBC and I had a dream," Diddy, 42, said in an online message posted on his YouTube page. "I had a dream that one day, I would have a chance, an opportunity, to show my perspective, coming from a musical standpoint. I take a lot of pride in having experience, credibility, the authenticity and the relationships to make REVOLT TV the number one name and home for music on television."
Diddy -- who already has his own record label, fashion line, and a restaurant -- describes his latest business venture as being for "the artists," adding, "This is your channel, baby. It's your channel to do what you want to do, how you want to do it. It's your channel, your opportunity, to show your art the way you want to show your art -- uncut, raw, uncensored, not destined by the charts and who's pop. A channel that will give new artists and opportunity to get seen and get heard."
After some confusion from his Twitter followers about whether or not the channel, which will go live in 2013, would primarily cater to an urban audience, Diddy tweeted: "FYI #Revolt is NOT a 'BLACK NETWORK!' I just happen to be Black-Lol. This network is for all colors-all races...TechniColor :)"
Interestingly enough, it was also announced on Tuesday that NBA legend Magic Johnson will be heading up his own cable channel called Aspire. But unlike Diddy, his is intended to "celebrate the successes, achievements, and accomplishments of the African-American community with programming including movies, documentaries, short films, music, and comedies," Comcast said in a statement.