New York, NY -
LOGO, a new cable television network targeted at lesbian, gay, bisexual and transgender viewers will be launched by MTV Networks, a division of Viacom Inc. on February 17, 2005. The new channel will be advertiser-supported, targeting primarily gays and lesbians, 25-49, and will provide a mix of original and acquired programming that is authentic, smart, inclusive and open-minded.
LOGO will launch 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. LOGO joins Viacom's roster of popular and highly-targeted cable networks which includes MTV, Comedy Central, BET and Spike TV.
"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. "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."
Market researchers estimate the gay and lesbian population at 15 million adults, with a projected buying power of $485 billion (according to MarketResearch.com) and it is increasingly the target for many Fortune 500 companies.
"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 brands."
LOGO will offer advertising and sponsorship opportunities beyond the traditional 30 second commercial spot. Key advertisers will be able 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 contests and sweepstakes as well as take advantage of 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 will 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. The SVOD service will offer approximately 70 percent movies.
LOGO will launch 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. LOGO joins Viacom's roster of popular and highly-targeted cable networks which includes MTV, Comedy Central, BET and Spike TV.
"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. "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."
Market researchers estimate the gay and lesbian population at 15 million adults, with a projected buying power of $485 billion (according to MarketResearch.com) and it is increasingly the target for many Fortune 500 companies.
"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 brands."
LOGO will offer advertising and sponsorship opportunities beyond the traditional 30 second commercial spot. Key advertisers will be able 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 contests and sweepstakes as well as take advantage of 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 will 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. The SVOD service will offer approximately 70 percent movies.
