In a move which is decidedly a mixed bag of multi-media, Sean 'Diddy' Combs announced today that he was starting a new "music and pop culture" cable network called Revolt which will focus on social media interaction.
Combs' new network is one of 10 new independently owned and operated channels which Comcast will create and offer as part of their basic service over the next eight years.
On his Twitter feed and Facebook page today Combs' said his new network will launch sometime next year. Combs also released a YouTube video today in which he talks about his new network and what it means to him to have a hand in what people will see on their televisions screens.
But this blog isn't about cable television or Sean 'Diddy' Combs, it's all about social media. And this announcement is no less important to the Social Web than it is to fans of Combs and people who watch Comcast.
This is due in no small part to Combs' promise that viewers will be able to interact with his new channel via their social media network, once more blurring the line between two divergent types of media. This is nothing new, however. A number of new shows, such as American Idol and The Voice, already have some degree of social media interaction. But what Combs is talking about is an entire network built around social media interaction--something we have not yet seen.
The fact that he is building a network from the ground up definitely gives Combs an advantage over network executives faced with integrating new media into a traditional infrastructure. This problem is the same one faced by companies and brands as they look for ways to maximize the return they see on their social media marketing efforts-only it is combining two mediums which are seen in some quarters as enemies, rather than benefiting each other in any way.
It remains to be seen if this new dynamic duo of media will make a difference when it comes to ratings, but it certainly can't hurt. In fact, by integrating social media into its infrastructure, Revolt has an opportunity to appeal to a generation which has grown up in the Digital Age.
And that can't possibly be a bad thing. Can it?