P. Diddy is launching his own television network.

The rapper turned entrepreneur says the goal of the channel, named REVOLT, will be nothing less than to “truly change television”. The network, scheduled to launch in 2013, will feature programmes inspired by music and pop culture.

In his announcement video, Diddy said: “I first like to say thank you to Comcast, Comcast Diversity Council and NBC for recognizing the importance of minority ownership of cable television."

He added: “I grew up watching BET, MTV, HBO and NBC, and I had a dream that one day I would get a chance, an opportunity to show my perspective coming from a musical standpoint.”

Comcast Corporation confirmed today that it intends to distribute four new minority networks on its systems over the next two years – two majority -owned by Hispanic Americans and two by African-Americans, REVOLT among them.

Diddy said about the network: “REVOLT will be live, like all great moments in television history,” and added “REVOLT will also be immediate, like today’s social networks."

The other networks will be Aspire, headed by former basketball star Earvin “Magic” Johnson; El Rey, put forward by 'Desperado' director Robert Rodriguez, and Spanish-language children’s network BabyFirst Americas.

You can see Diddy's announcement video below.