That combined with a narcissistic desire for adulation and worship. Normal people don't want that.
this is the internal email from tom freston and judy mcgrath, the heads of mtv and the new gay channel
Yesterday, we officially announced the launch of our newest television network, which will target lesbian, gay, bisexual and transgender people, as well as their friends and families. This new and advertising supported channel will be called LOGO, and we plan to be in the homes of cable viewers’ nationally next February.
We know this has been either the worst kept secret in television or the longest awaited promise to a very loyal television audience. We have long hoped this day should and would come, and we are proud that MTV Networks is the company to launch this bold new network.
We want to provide a real home on television that lesbians and gays can honestly call their own, and it’s taken some time to figure out the right positioning and business model for it. With LOGO, we believe we now have it just right and it is our hope that over time this channel will inspire the same kind of connection with its viewers that make all our networks famous.
So why the name LOGO? We wanted to avoid stereotypical images, ideas and icons.
A logo is all about identity: and LOGO, the network, aims to embrace the individual and collective identities present in the lesbian and gay community…a community that is amazingly diverse, but joined by similar points of view and sensibilities. different, together. We hope the logo for LOGO reflects that idea and celebrates it. Our MTV Networks are all about forging deep, meaningful connections with specialized viewers, and LOGO is no different. We hope that LOGO will provide programming that is smart, funny, authentic and inclusive; content that offers something relevant to its target audience.
We will have many more details about the look, feel and programming on LOGO, in the coming months, as well as news on distribution and advertisers. In the meantime, check out www.logo-tv.com for a quick promo.
Given a great creative team, we're confident we will produce something that gays and lesbians — and all of us who enjoy quality television — will embrace.
We want to thank all the people from across the company who so incredibly volunteered their time – all the while doing their regular “day-jobs” -- to close the studio deals, to secure the name, to develop the LOGO brand, to create the website, to secure distribution and advertisers, and to just keep the trains running on time. There is clearly a lot of passion for this new network all over the company.
Please join us in celebrating this exciting and perhaps even historic day. We couldn't be more thrilled.