• by Paul Gough , May 25, 2004

MTV Networks said Tuesday that it would launch a new network for lesbians and gays ages 25-49 called LOGO.

The ad-supported network will go on the air Feb. 17, 2005, with a mix of original and acquired programming that MTV called "authentic, smart, inclusive and open-minded." Synergy between the other Viacom networks--including Showtime, CBS News, and Comedy Central--is expected to play a role in programming the channel, along with the acquisition of more than 100 movies from several studios.

The first markets to get the channel will be Los Angeles, Boston, New York, Philadelphia, Atlanta, and San Francisco. MTV Networks has gotten deals with Time Warner Cable and RCN among others that the channel said would be signing on in the future.

LOGO said it would do a number of nontraditional advertising messages, including product placement, editorial segments within programs involving brand, online integration, and off-channel marketing.