And guess what, the channel is not depending on LGBTs
coughing up money to watch Logo. MTV Networks has positioned it as
an advertiser-supported outlet targeting primarily gays and lesbians,
25-49. The programming fare will be a mixture of original and acquired
programming that is authentic, smart, inclusive and open-minded, says
a MTV Networks press release.
And Indian anti-gay groups or moral police don’t reach for your phones
to alarm the authorities - Logo is not being launched in India. The
channel is being rolled out in markets across America, including Los
Angeles, New York, Boston, Philadelphia, Atlanta and San Francisco,
through national cable operators, including Time Warner Cable, RCN
and additional distributors that will be announced in the coming weeks.
Says MTV Netowrks chairman & CEO Tom Freston: "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. 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."
Adds MTV Networks Music and Comedy Group president Judy NcGarth:"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. MTVNetworks
has a great history of connecting deeply with its audiences and
it's our great hope that gay and lesbian audiences will connect
with Logolike viewers connect with our other strong brands."
The network saw tremendous business opportunity in the launch of
gay network. Marketresearch.com estimates are that the US has a
15 million adult gay and lesbian population with a buying power
of - hold your breath! - $485 billion. Definitely not numbers you
can just sniff at.
And to make the offering to advertisers, Logo is drawing up a TV
commercial rate card which goes beyond the 30 second commercial
spot. It’s quite likely that you will see advertising and marketing
messages integrated with Logo’s television shows. The network is
offering advertisers options such as product placement, editorial
segments within programs involving their brand, online integration,
development of contests and sweepstakes as well as off-channel marketing
opportunities.
For its initial launch phase, Logo will have a mix of original
and acquired programming. Logo is already reaching out to some of
the most talented and creative producers and writers to develop
original series and specials. In addition, original content is to
be developed in collaboration with other Viacom networks, including
Showtime, CBS News, VH1, MTV, Comedy Central and TV Land and will
draw from its expertise in every area including entertainment, documentaries
and news.
Additionally, deals are in place to acquire over 100 movie titles
from a wide range of studios including, Sony, MGM, Paramount, Warner
Bros., New Line, Showtime, Lions Gate, Sundance, Strand Releasing,
and Sneak Preview Entertainment.
As a complement to the new digital basic channel, Logo will offer
a subscriber video on-demand service (SVOD). The SVOD service will
offer approximately 70% movies.
The other cable TV channels in Viacom’s roster includes MTV, Comedy
Central, BET and Spike TV.
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