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Logo is evolving its programming focus with new series and development deals that reflect gays and lesbians’ increasing integration into mainstream culture today and their desire for shows that appeal to their multiple interests.
In the 6 years since Logo launched, there has been a seismic shift in culture and the network’s new programming slate reflects that. From the push for marriage equality, to the repeal of “Don’t Ask, Don’t Tell” and even the mass appeal of broadcast TV shows like “Modern Family” all signal a significant movement in today’s culture where “out” characters are celebrated for their success and values and the majority of gays and lesbians define themselves by multi-dimensional notions other than purely on their sexual orientation.
“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.”
Further evidence comes from a new study Logo conducted in partnership with Starcom Mediavest Group and its Beyond Demographics series. Coming out this spring, the identity research gives light on how lesbians, gays, bisexual and transgender community lives today. For instance, early findings show that 53 percent conveyed that Gays don’t hide being gay, but that for them it’s not a priority to showcase it. And only 30 percent indicated that they preferred living and socializing in exclusively gay and lesbian communities.
“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 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.”
Ellen Rakieten (Ellen Rakieten Productions), Ken Mok (10X10 Productions, “America’s Next Top Model”) and J. Paul Buscemi, Tony DiSanto and Liz Gately (DiGa), Go Go Luckey Entertainment (“Laguna Beach”) and T-Group (“Storage Hunters”) have all signed on to produce a diverse array of projects for Logo, covering docu-reality and competition genres.
Topics cover the ambition behind children’s beauty pageants, the stress of adopting a child, the dramas of running a West Hollywood family business and their passion for pets. The network is also expanding the mission behind its hit series “RuPaul’s Drag U,” produced by World of Wonder, while adding programming that covers and comments on the pop culture that Logo viewers love.
“These new projects are anchored by stories that go deep into today’s world: Eden Wood has already accomplished more than most of us will in our entire lives. Wanting to start a family is a universal desire, no matter who you love. Families in business together during a recession could be the ultimate drama.
And pets are now surrogate children for a lot of people — who go to great lengths to celebrate them,” said Brent Zacky, Senior Vice President, Original Programming, Logo. “An expanded vision for ‘RuPaul’s Drag U’ and shows that review the more notorious elements of pop culture fill out our diverse menu of themes that will further engage and grow Logo’s audience.”