A new cable channel devoted to hip-hop culture has secured sponsorship from rap legend Chuck D, as well as CNN co-founder Reese Schonfeld and former Viacom executive David Houle.

Aimed at the 18-34 demographic that advertisers covet, the Real Hip-Hop Network is expected to launch this year with a major cable operator through a deal signed with OlympuSat, which packages independent networks for distribution.

RHN is the brainchild of hip-hop concert promoter Atonn Muhammad, president and CEO of SSM Media Group. He believes that MTV and BET are overlooking much of what constitutes the hip-hop world.

"America only gets to see a fraction of what true hip-hop represents," he said. "We want to offer a grittier, more real representation."

RHN also represents a more Madison Avenue-friendly approach to hip-hop-themed entertainment than two other recently announced premium cable ventures featuring uncensored music videos: Hype, a joint venture between Bad Boy Entertainment and Playboy, and 1AM, a collaboration between Universal Music Group along with adult programming giant Vivid Video, Shady Records and Endeavor.

RHN is also seeking the involvement of Afeni Shakur, mother of slain rapper Tupac Shakur.

Source: http://chronicmagazine.com/