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com) - The media company behind MTV is coming out next year with a new cable television network targeted at homosexual viewers, specifically "lesbian, gay, bisexual and transgender (LGBT)." LOGO will be launched by MTV Networks, a division of Viacom Inc. in markets nationwide, including Los Angeles, New York, Boston, Philadelphia, Atlanta and San Francisco, on Feb. "Creating a network specifically for the LGBT community is something we've wanted to do for a long, long time, and it's an idea we feel is overdue," said Tom Freston, chairman and CEO of MTV Networks, in a statement. "Despite our nation's progress on civil rights and the growing visibility of gay people in business, society and even in television programming -- what has been missing is a full-time home for this important and influential audience on television. We have big plans and hopes for LOGO and I'm thrilled to finally announce its arrival," Freston said. Initially, LOGO will offer a mix of original and acquired programming and is already reaching out to producers and writers to develop original series and specials. Original content will also be developed in collaboration with other Viacom networks, including Showtime, CBS News, VH1, MTV, Comedy Central and TV Land. "LOGO is all about identity: the individual and collective identities present in the gay and lesbian community that are amazingly diverse, but are joined by similar points of view and sensibilities," said Judy McGrath, president of the MTV Networks Music and Comedy Group. "MTV Networks has a great history of connecting deeply with its audiences and it's our great hope that gay and lesbian audiences will connect with LOGO like viewers connect with our other strong brand," McGrath added. LOGO will also offer a subscriber video on-demand service. LOGO will offer advertising and sponsorship opportunities beyond the traditional 30 second commercial spot. Key advertisers will be allowed to integrate their marketing messages into LOGO's programming in unique ways, including product placement, editorial segments within programs involving their brand, online integration, development of contest and sweepstakes as well as off-channel marketing opportunities.
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