Viacom's BET Networks will launch a new channel targeting the middle-aged African-American demographic, Variety reports.

Dubbed Centric, the channel will be home to music and entertainment programs. Already on the docket are Keeping Up with the Joneses, about high society in Houston; Model City, which focuses on male models in Gotham; Real Life Divas, a bio series on musicians; and Urban Livin', a home makeover series hosted by Helen Bailey.

 BET, known for its youthful programming, attributed its change in tone to President Obama's election, which was "the perfect time for BET Networks to re-examine where we are as a company and what we can be for our audience," said BET Chief Debra Lee.

Centric will bow by year's end in approximately 45 million homes.