MTV debuts 'Logo' cable channel targeting gay market

July 2, 2005 MTV Networks launched a new cable channel to 10 million homes Thursday featuring movies, documentaries and original programming targeting the lesbian, gay, bisexual and transgender audience becoming the first 24-hour digital cable network offered in the United States on several cable providers and satellite systems.

Logo will present original series, documentaries and specials as well as a library of over 200 lesbian and gay films. The cable channel is also teaming up with CBS News to cover lesbian and gay stories and headlines.

While the channel debuted Thursday, Viacom, the parent comany of Logo, had still not signed licensing agreements with several of the largest cable providers including Comcast and Cox. DirecTV signed a deal Wednesday making Logo available to 13 million households, and Time Warner and Atlantic Broadband have committed to carry the network.

Advertisers will include Orbitz, Tylenol, Motorola, Miller Lite, Lions Gate Films and Subaru wishing to market to the coveted 25-to-49 age range providing an opportunity to reach out to the lesbian and gay market.

Opposition to the new channel was expected with MSNBC quoting Janice Crouse, senior fellow at Concerned Women for America, a conservative public-policy women's organization based in Washington, D.C., calling Logo "another example of an assault on children's innocence, a means of legitimizing a homosexual lifestyle, mainstreaming homosexuality in a positive and appealing way."

The Gay & Lesbian Alliance Against Defamation (GLAAD) hails the launch of Logo.

"Logo has the potential to reach millions of American television viewers with images and stories that can play a vital role in broadening understanding of our lives, our families and our relationships," says GLAAD Entertainment Media Director Damon Romine. "MTV Networks has a long history of groundbreaking gay and lesbian programming, and devoting an entire network to telling our stories gives us cause to celebrate."

"What these networks provide is something new: an unprecedented opportunity for gays and lesbians to see ourselves depicted as we are, rather than as others see us," Romine says. "At its best, television holds up a mirror to our lives, and the advent of these three networks means that LGBT viewers can now see themselves more accurately and fully reflected in that mirror."

Many have wondered why it took as long as it did to introduce a national LGBT cable channel considering the success of mainstream network shows like "Will & Grace" and "Queer Eye for the Straight Guy."