They've found a gap in the market and this actually seems like a potential rival to BET (not even gonna mention MTV).
As you probably know the commercial Hip Hop market hasn't been at it's best recently, with generic rappers coming out with generic tracks on the whole; but as with anything, if you look a bit deeper below the chart targeted material you'll find that the Hip Hop scene is alive and well. This is where KRS, the man I like to describe as Hip Hop personified, comes in to play alongside veteran DJ, Kid Capri. Check out this interview with himself and DJ Kid Capri on Fox (!), chatting with a guy who seems like he knows less about Hip Hop than your boss' granny.