MTV is launching a new channel devoted to gay programmes for gay people in the United States this week.
Logo won't be the first channel targeting gay, lesbian, bisexual and transgender people, but it will be the most widely available via cable boxes in 10 million homes.
It is also
the first time a major US conglomerate (Viacom) has entered a niche market that, despite Logo's promise to deliver family-friendly entertainment, is viewed with concern by the same people who worry about too much sex, violence and profanity on TV.
The network has been planning Logo for more than two years under the guidance of Brian Graden, who was responsible for such MTV hits as The Osbournes.
Logo has bought 200 movies and has more than 20 new documentaries scheduled for the first year, as well as six original series. These include a drama titled Noah's Arc about four black gay men in Los Angeles.
Janice Crouse of Concerned Women for America, a conservative evangelical group, says it is "a sad day for America".
She says MTV is in a powerful position to influence youth and it was "unconscionable" to present in a positive view a promiscuous lifestyle that causes "illnesses and diseases".
Logo's general manager Lisa Sherman says there are some 15 million openly gay people in the US, who are an attractive demographic for advertisers.
Village Voice columnist Michael Musto appears in a documentary about the history of gay Americans to kick off Logo's programming. He says comedies like Will & Grace have paved the way for mainstream gay TV, and cable channels had pushed the boundaries even further with shows such as The L-Word about glamorous lesbians in Los Angeles.
Despite that, Musto says Logo appears to be treading cautiously.
"We live in a very puritanical culture that gets very queasy about sexuality issues of any kind and that may be why Logo is soft-pedalling the sexuality issue."
- REUTERS
