Russell Simmons group to launch new hip-hop cable channel

Hip hop mogul Russell Simmons' media group will launch a video-on-demand Hip hop channel this week, aiming to capture a slice of the greatly desired urban male demographic.

The channel, which will be called DoD, was created by media entrepreneur and CEO Will Griffin together with the Simmons Lathan Media Group.

"We're trying to do something grassroots and organic for the fans," DoD Chief Executive Griffin told Reuters. "Our obligation is to find more morsels, more content and put more out there than you would see anywhere else."

The channel will offer music videos, hip-hop documentaries, features on popular hip hop artist, and comedy specials.

Beginning on Friday, November 11, 2005, the channel will be available free to subscribers of cable operator Comcast Corp., with sponsorship from advertisers that include Reebok, Coca-Cola Co. and General Motors Corp.

New programing includes interview footage that Reebok shot with top stars like 50 Cent and Jay-Z for its RBK apparel campaign, letting the advertiser take advantage of content that normally wouldn't make it past the commercial cutting room.

"Those commercials were shot documentary-style," Griffin said. "With a typical media buy, they could only show 30 seconds of that, but for a fan of 50 Cent, almost anything they shot will be interesting."

Other advertising and branding opportunities include a short-form documentary produced by General Motors that focuses on Slum Village, a group popular in the Detroit area.

Griffin said DoD is in talks with other cable operators and media companies to offer the service to other audiences and through additional media devices.