Just how serious is Comcast about attracting Latino and African-American viewers?

After all, in order  to land NBCUniversal, the cable giant was required to commit to minority targeted programming.

On Tuesday, Comcast said it would will carry four new independent channels from Earvin “Magic” Johnson, Sean “Diddy” Combs, “Desperado” director Robert Rodriguez, and Spanish language TV veteran Constantino “Said” Schwarz.

Whether or not Comcast diversified willingly, supporters say that there is a real financial opportunity to attract an underserved demographic — provided the company takes the time to create a credible slate of programming as opposed to simply making a few token gestures.

Also read: Comcast Announces New Networks With Magic Johnson, Sean Combs, Robert Rodriguez

“If Comcast puts its weight behind this then it should be successful, but the question is how important is it to them and are the right people in place,” Todd Boyd, a professor of critical studies in the USC School of Cinematic Arts, told TheWrap.

Boyd said that he was not entirely convinced that the cable giant’s initial slate of offerings showed a true commitment, suggesting that the company took the easy way out with bold-faced names rather than choosing people with TV programming know-how.

Clearly the need to satisfy the Federal Communications Commission’s diversity requirements is largely responsible for Comcast’s announcement Tuesday. Comcast also stands to profit financially.

Also read: Comcast-NBCU Under Fire for Dragging Its Feet on Diversity

“They have seen the Census as well and would love to know how to hit that demographic,” Rodriguez told TheWrap. “This is a requirement for Comcast, but they didn’t treat it like that. They want this to be successful.”

Supporters say that entertainers likes Rodriguez and Combs, who know this audience, are key to helping this slate of programming stand out in a sea of cable channels.

Comcast has a vested interest in pulling off the venture: In order to keep growing, it needs to come up with entertainment for expanding demographic groups.

The proposed networks, which focus on everything from music to sports, are designed to be commercially viable and advertising friendly.

“Diversity is a good thing for any company; it’s good for their bottom line,” Lisa Navarrete, a spokeswoman for the Latino civil rights group, The National Council of La Raza, told TheWrap. “It’s not just the right thing to do, it’s the smart thing to do.”

Navarrete points out that studies show that Latino viewers are “brand loyal” and “oversubscribe” as media consumers.

The same holds true for African-American audiences, which make up the largest minority segment of the U.S. television household population. In total, they represent 13 percent of the 109.6 million TV households surveyed by Nielsen.

Of course, there is more competition for that demographic than there was even five years ago. In the case of African-Americans, BET is no longer the only game in town.