San Diego, CA (WFN) -- A cable channel for the wealthy sounds rich but one San Diego TV executive thinks it will pay off big.

Charles Herring is the man behind Wealth TV, a cable network marketed specifically to wealthy fat cats that is scheduled to launch in June.

The TV schedule on what insiders are calling the "Cha-ching! Channel" is still being worked out, but Herring plans travel shows featuring exotic locales and high-end hotels; a show dedicated to SUVs and Hummers and financial shows helping viewers spend their millions.

Focusing on such a small segment of the population might seem risky but Herring figures that "...the only people who probably won't be watching are those who are completely living in poverty."

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