Logo Comes Out in 13 Million
Homes
AJ Burton, GFN.com
Logo.The name mystified, noted one media pundit;
it just didn’t seem so, well, gay. No pink triangles or ubiquitous Mork-like rainbows (score one for good taste). Could
this actually be a fresh take on something so unabashedly gay?
Call it what they
like, the much-ballyhooed cable network of entertainment programming geared for the gay community, has at last arrived after
three years in the works, and in a big way: the largest cable operator in the U.S., Philadelphia-based Comcast Corp., has
reached an affiliation agreement with Viacom-owned MTV's pink pet project.
Last year, Viacom
CEO Sumner Redstone told investors Logo will cost $30 million to launch, and if the initial programming is any indication,
one could see where they money went (hang on, we’ll get to that in a minute).
On Thursday San Francisco,
appropriately, became the first of the cable company's systems to run the new channel on digital cable Channel 146. The slow
rollout, which officially launched late last week into some 13 million homes (and more to follow we’re promised), will
be put on Comcast's Digital Plus cable package tier in selected cities in the next 90 days.
Brian Graden, president
of Logo, and president of MTV Networks Entertainment, told the Philadelphia Inquirer: "Our goal is to reach a critical mass
of homes. There are various ways to get there," he said. "Getting there with Comcast is a smart way," said the gay early-40-something.
With Comcast already
in some 21.5 million homes “smart” may be seen as a coy understatement. In a press release, the two companies
did not disclose the exact number of homes in which Logo would be carried on Comcast systems, but insiders say not to expect
all of Comcast’s 21.5 million homes to get the new offering right away … that is (although no one from the company
is uttering this thought) without freaking out all those Red State subscribers.
Though Comcast is
the largest cable outlet to play ball with Logo, they’re hardly the only ones. Adelphia, Time Warner, RCN (DC-area.),
Atlantic Broadband, Cablevision (New York City) and Charter cable (St. Louis and Denver), are signed up for the June 30 launch.
Logo has also announced
that satellite television provider DIRECTV will carry the channel. The addition of DIRECTV marks Logo’s only true national
presence. Logo is being added to the DIRECTV programming line-up on channel 263, in its Total Choice Plus and Total Choice
Premier monthly subscription packages.
“DIRECTV understands
our creative vision for Logo and the value of the gay and lesbian audience,” said Logo’s Graden in a written statement.
“This partnership gives Logo its first national distribution platform and allows virtually everyone in our community
across the country long-awaited access to the channel.”
In the same statement
Dan Fawcett, executive vice president of programming acquisition at DIRECTV enthused: “Logo is unique and it’s
clear that MTV [Networks] has developed yet another compelling network that is certain to resonate with its target audience.”
Perhaps Mr. Fawcett
is referring to the estimated buying power of this target audience -- some $610 billion annually projected for 2005, which
could explain why Logo has already signed up numerous national advertisers for its launch, including: Miller Lite, Motorola,
Tylenol PM, Lions Gate Films and Showtime Networks. While many major corporations pay more annually for paperclips than to
reach the gay market, Logo may, at long last, help shift that imbalance.
What’s
on Logo?
What can we expect
to see? Some very intriguing offerings heretofore unseen in any regular format on any other station, cable or network. At
first blush, the new network seems to have solved the quantity problem, as in: will there be enough content to support an
all gay, all the time, network. Quality is the other unknown, but that will be known, as they say, posthaste.
Documentaries and
reality TV appear to make up a great deal of Logo’s original programming. (Somewhere along the way the line between
“documentary” and “reality TV” blurred to the point of invisibility.) Shows like “Momentum,”
will focus on first-person experiences of real-life gay folk. Profiles of a gay rugby team, gay rappers, lesbian surfers,
as well as gay Muslims and Latinos –- some 20 profiles in all -- are set to air in the first season.
Touted as a “reality
series,” the channel will serve up “Open Bar,” an original series that follows one man’s coming-out
process as he works to open a West Hollywood, Calif., gay bar.
The network will also
present shows that include actual pen-to-paper writing, like the comedy “Wisecrack,” the dramedy “Wonderfalls,”
and the drama “Noah’s Arc,” which features an African-American gay man “navigating love and life in
Los Angeles with his three best friends” (though as of this writing all mention of this new series has mysteriously
disappeared from the Logo Web site).
Tony-award winner
(“Cabaret”) star Alan Cumming will bring back the variety show format hosting “Out on the Edge,” while
comedian Graham Norton will host a New York-based talk show that promises “A-list celebrities” where “no
one is safe.”
“First Comes
Love,” a comedy/reality series from Canada hosted by actor/comedian Scott Thompson of “Kids in the Hall”
will attempt to fulfill the wedding dreams of nervous gay couples in just two weeks.
But wait, there’s
more … much more.
Numerous concerts
are scheduled to play during the first few weeks of Logo’s broadcast, including shows by the Indigo Girls, Melissa Etheridge
and funny people Margaret Cho and Mario Cantone. Classic gay movies expected to air early on include “Bent,” “Jeffrey,”
“Torch Song Trilogy” and “Night is Falling.” (Logo has assembled a library of more than 200 movie
titles, from the majors to the independents.)
Logo also will present
the first-ever telecast of the GLAAD Media Awards, featuring the likes of Jessica Lange, Alan Cummings, Marcia Cross, Felicity
Huffman, Margaret Cho, Liza Minnelli and John Stamos.
Pass the popcorn,
I’ll be tuning in.
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