The channel launched June 30, 2005 as the first advertiser-supported commercial television channel in the United States geared towards the lesbian, gay, bisexual, and transgender (LGBT) community. It was founded by former MTV executive Matt Farber. Its first president, Brian Graden, was named by Out Magazine as the 15th most powerful gay person in America in 2007. Logo replaced VH1 MegaHits when it was launched.
The fact that the LGBT-themed channel was named "Logo" led some viewers to think the "l" and the "g" referenced "lesbian" and "gay", but according to company executives, the name does not represent anything, nor is it an acronym. The channel´s website says:
They chose the name "Logo TV" because a logo is an identity and nothing´s more important than having your own, unique identity, and making it work for you. Your logo is your symbol, it´s what you put forward with pride, it´s who you are, and it´s what we are
Logo´s programming was initially a blend of movies with gay themes, reality television, travel programming, dating/romance shows, documentaries, music videos, stand-up comedy, news, and syndicated programs with gay characters or gay interest/fanbases. According to its website, "We´re kind of big on fierce stuff, and that can mean a lot of things. Fiercely original programming to us means that in a perfect world everyone would be this interesting." Some content originated from other Viacom properties including Comedy Central, MTV and VH1. In April 2011, Logo acquired the rights to air the British comedy series Absolutely Fabulous and co-produced the show´s three revival specials during 2011 and 2012 with the BBC and BBC America.
Logo announced February 21, 2012, that it would shift its programming strategy. Citing research that indicated that LGBT people were becoming increasingly less likely to prioritize highlighting their sexual orientation or identity, the channel entered into partnerships to produce programs that focused less on LGBT-specific interests and more on general cultural and lifestyle subjects.
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