PONDERING THE PROMISE OF MTV'S LOGO
What it will mean for advertisers targeting gays
By Diego Vasquez, MEDIA LIFE MAGAZINE

When Viacom promised to launch a gay cable network last year, it was hardly a surprise. The media giant had been mulling the idea for years yet never seemed to find the right time. With gay marriage in the news and Bravo's "Queer Eye" guys all over TV, Viacom finally committed. On Thursday, after a four-month delay to chase more subscribers, MTV Networks' Logo will launch with 10 million potential viewers. The new channel will feature mostly gay-themed movies, with originals such as wedding makeover show "Love Comes First" and the documentary "The Evolution Will Be Televised" filling out the schedule. Though it certainly seems like the right time for such a launch, there are still a lot of questions surrounding it. Are advertisers interested in gay media? Will the network have heterosexual crossover appeal? Has gay media gone mainstream? Media Life speaks with Howard Buford, founder and president of multicultural ad agency Prime Access, for some answers.

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