Logo Network bails on gay-centric TV programmingBottom Highlights, Online Only Friday, March 2nd, 2012
The LGBT community can say farewell to gay-focused programming at Logo following its announcement to expand their television lineup to what the network calls “mainstream culture.”
Logo explains the change comes in wake of the gay and lesbian community leading “fully integrated lives” that don’t depend on leading first with their sexual orientation – rather, shows like “Modern Family” showcase gay and lesbian people far more accurately than other TV programming that leads with gay-focused themes.
“Culturally, we’re past the tipping point. For gays and lesbians, it’s part of who they are, but they don’t lead with it, because many are leading fully integrated, mainstream lives,” said Lisa Sherman, Executive Vice President of Logo. “Our goal at Logo has always been to honestly reflect our viewers’ lives. We’re now reinforcing our commitment to them with programming that truly mirrors how many of them are living and want to be entertained today.”
Logo says the shift in programming – which will abandon most of its gay-only TV lineup – follows a study that more closely identifies the way the LGBT community lives today. Findings suggest that 53 percent of gay people live openly but without a priority to showcase their sexual orientation. Only 30 percent of those surveyed say they preferred living and socializing in an exclusively LGBT community.
“The gay community continues to evolve in size, influence and identity,” said Starcom Mediavest’s Esther Franklin, EVP, head of SMG Americas Experience Strategy. ”Beyond Demographics (TM) allows us to understand the needs of this critical community as they emerge and to paint a clearer, more specific picture of what’s meaningful and relevant in their lives.”
The updated lineup at Logo will feature shows akin to “America’s Next Top Model”, “Laguna Beach”, and “Storage Hunters” after producers of those shows have signed on to produce programming absent of gay-focused plots.
Logo says it will not abandon some of its prime gay TV including “RuPaul’s Drag U” – one of the network’s top-performing shows.
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