An email just arrived in my inbox and I thought I'd add it to my journal since I've been horribly neglectful in putting up information about my experiences here at the office. One of the reasons is making sure that I'm not "accidentally" divulging company secrets and such. The other is because I plain forget about it. This is a really big deal which is something that I'm glad to be a part of. I helped launch TVLand and MTV2 when I first came to MTV Networks in 1996.
Click here to download the LOGO Announcement Promo (174MB) edit: (you must right click save as)
FAQ
LOGO Q&A
LOGO - See it come to life. Watch our Announcement Promo now!
1. When will LOGO launch?
2. Why announce the launch now?
3. How did you choose the name and what does it stand for?
4. What will be the mix between original and acquired programming?
5. Can you give us a sense of any acquisitions or original programming concepts in the works?
6. The LGBT audience is so diverse, who specifically, will you program to?
7. What markets will you launch in?
8. How can I get the channel?
9. Who will advertise on the channel?
10. How can I submit an idea for original programming to LOGO?
Q: When will LOGO launch?
February 17, 2005
Q: Why announce the launch now?
We feel this is the right time to launch this channel for a number of reasons.
Most important, we think we now have the right positioning, branding and people in place to make this new channel work and serve the audience in the best way.
Market conditions are also much more favorable today than they were a couple years ago when we first started working on this idea.
MTV Networks and Viacom are in great shape to invest in a new cable network.
Q: How did you choose the name and what does it stand for?
The name LOGO appeals to a broad range of viewers and signifies the many meanings of identity.
Our vision is to always reflect the diversity of the LGBT experience.
The name is not an obvious pun or play on words; it's not clichėd or dated as could have easily been by using well known symbols.
'Different Together' represents how the LGBT community is amazingly diverse, but joined by similar points of view, experiences and sensibilities.
We created the name and branding in-house.
We have a dual use agreement with the trademark holder and we do not foresee any conflict, as it's used only for business to business.
We had a range of other names, one of which regrettably leaked even after we had ruled it out.
Q: What will be the mix between original and acquired programming?
In its initial phase, we are planning to have 75% acquired/licensed programming and 25% original series and specials.
As the network matures, we expect to increase the amount of original programming we air as well as work with our sister networks at MTVN to create joint programming.
As LOGO matures, its voice will be refined. We expect this network to constantly grow and become better and better at reflecting its audience.
Q: Can you give us a sense of any acquisitions or original programming concepts in the works?
At this time, we are not announcing any specifics about programming. We plan to give a complete look at our programming at The TV Critics Association meeting in July.
We are in active development on over 40 original concepts as well as including programming developed jointly with our sister networks - MTV, VH1, TV Land, CMT, and Comedy Central as well as Showtime and CBS News in the Viacom family.
In addition, we have deals in place to acquire programming from a wide range of studios including Sony, Warner Brothers, MGM, Paramount, Lion's Gate, Showtime, The Sundance Channel and Strand Releasing.
Among the 100 titles include: Gods & Monsters; Serving in Silence (Glenn Close & Barbara Streisand project); Whatever Happened to Baby Jane.
Q: The LGBT audience is so diverse, who specifically, will you program to?
We are seeking to program LOGO for the entire, diverse LGBT audience and the friends and family who love them.
Our goal is to create a home for our viewers.
We will reflect the full range of perspectives and opinions on the many issues that face the gay and lesbian communities.
Having a 24/7 network means a lot of programming hours to fill - so we plan to have something for everyone.
All television networks have targeted sweet spots and ours would be LGBT viewers from 25-49.
Q: What markets will you launch in?
Our goal is to be everywhere, because the gay and lesbian community is everywhere. LOGO will launch in a variety of 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.
Q: How can i get the channel?
Call your local cable or satellite provider.
Q: Who will advertise on the channel?
We will be announcing a list of charter advertisers shortly. However, we are in discussions with many companies that already market to the gay audience such as IBM, General Motors, American Express, Avis, Pfizer and many others. We already have some commitments from companies such as Orbitz, but we have just begun to reach out to advertisers.
Q: How can I submit an idea for original programming to LOGO?
To submit a proposal to LOGO's original development department use the feedback form on the Contact Logo page. From the pulldown menu select "Show Ideas" and include your name, phone number, and e-mail address to have the submission release form e-mailed to you. You may also send a one page request for a submission release form to the address below and the form will be mailed to you.
LOGO
Attn: Submission Release
1775 Broadway
11th floor
NY, NY 10019