Written by Melanie Gilbert

“Back when we started, the word uplifting was something you might have heard in church, but not necessarily in mainstream. And we wanted to normalize this form of storytelling.”

– Charley Humbard, UP Entertainment Founder and CEO, to Forbes

For the past 20 years, UP Entertainment has become a distinctive destination for families seeking positive programming with relatable stories about meaningful relationships that are filled with love and laughter.  Through exclusive premiere movies, box-office hit films, and beloved series, UP Entertainment has morphed from a singular destination with family in mind to a growing family of brands. 

In recognition of two decades of bringing wholesome, family-friendly entertainment to audiences, they are taking time to appreciate the journey that shaped UP Entertainment and to envision where they’re headed next. 

How it started… 

Some may not know that UP Entertainment actually launched with Gospel Music Channel on October 30, 2004.  With a mission to uplift others through quality, family-focused content, Gospel Music Channel was rebranded as GMC in 2009, expanding beyond music to provide general uplifting entertainment.  

CEO & founder, Charley Hubbard shares the inspiration that sparked UP Entertainment  

In 2012, they developed two new networks: aspireTV, a celebration of Black culture through entertainment (in a partnership with NBA legend Earvin “Magic” Johnson); and g-Movies, a pioneering subscription service for faith-based entertainment. 

In 2013, GMC evolved into UPtv, and brought about the expansion into original movies and series. Two years later, g-Movies became UP Faith & Family. 

In 2020, Cine Romántico launched as a Spanish-speaking channel dedicated to offering the best Hollywood movies for television. 

In 2023, UP Entertainment brought independent arts and culture-themed company, Ovation, into the fold. Ovation showcases a lineup of critically acclaimed premium dramas, specials, documentaries, and iconic films across its platforms.  Drawing on UP’s origins in gospel music, GaitherTV+, was also added to the streaming bundle last year as the destination for full-length award-winning country, gospel, bluegrass and Christian concerts and specials, as well as early premieres of new performances and shows, and exclusive behind-the-scenes interviews.  

And in 2024, UP Entertainment is thrilled to have launched a partnership with Minno, a faith-based children’s streaming service, as part of a family entertainment bundle.  They’ve also rolled out AspireTV+ as a new subscription streaming service for Black culture and urban lifestyle entertainment.  

How it’s going…. 

Today, UP Entertainment is proud of the growth they have achieved over the past 20 years and remains dedicated to delivering rich new stories and innovative ways for audiences to watch and engage with programming. They know families seek both entertainment that can be enjoyed together and, now more than ever, uplifting stories that inspire hope and joy. 

“Our audience has told us what they want to watch and we’re going to give it to them, so we remain uplifting, and I think really true to, after 20 years, where we began.”   

– Charley Humbard, to Variety 

On the heels of the anniversary, the celebration continues as UPtv rings in the holidays with 13 premiere movies, new episodes of the unscripted series Small Town Christmas hosted by Megan Alexander, and the festive new music special, Gaither Vocal Band: New Star Shining. UP Faith & Family also has a holiday lineup featuring over 200 Christmas titles to enjoy all season long.   

LEARN MORE 

Visit UP Entertainment’s new website to learn more about their brands.  For more uplifting stories and special content, visit www.UPliftSomeone.com and join the chorus by adding your uplifting stories on social. Tag @up_tv and add #UpliftSomeone to your posts. 

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Melanie Gilbert owns Choral Communications and resides in Atlanta with her husband, daughter, and two cats.