MTV have confirmed their intention to launch a 'gay-orientated' channel in the US. The network originally announced its intention to launch such a channel - then in association with fellow Viacom division Showtime - back in 2002, but those plans were scrapped. The new venture, to be called Logo, should go live next Feb.
Obviously not everyone in America is so happy with MTV's latest commitment to gay TV. The Rev Louis P Sheldon, who heads up the exciting sounding Traditional Values Coalition, told the New York Times this week that the proposed channel was "bad news for American families" and called on other religious groups to join in a boycott of any companies who advertise on or sponsor Logo once it launches. "Madison Avenue has gone amok - they don't realize they've awakened the sleeping giant" he added somewhat mysteriously.
But MTV Networks boss Tom Freston says he doesn't expect any major backlash to the channel - confident advertisers will risk annoying the religious right given the estimated $400 billion spending power of America's gay population. I think he might be right.