Magazine article ADWEEK

Q Television-America's First 24/7 "Comfortable" Network for Gays and Lesbians

Magazine article ADWEEK

Q Television-America's First 24/7 "Comfortable" Network for Gays and Lesbians

Article excerpt

Marketers accept the theory that three similar new items confirms a trend. That said, the latest trend in the television industry is networks targeting the gay, lesbian, bisexual and transgender communities.

There's here!, a premium channel on DirecTV and Comcast's Digital platform, which is also available as subscription video on demand (SVOD) and video on demand (VOD) on a number of cable and satellite systems. Viacom is forging ahead on Logo, in spite of several delays in its launch, which is now slated for June 30. And, the first programmer targeting LBBT viewers, Q Television Network, is now making aggressive moves to distinguish its network for advertisers while also cementing its bond with the community it serves.

As America's first 24/7 network for gays and lesbians, Q Television is currently available as a premium digital channel through RCN in such markets as New York, Boston and San Francisco. Q's tagline "our life, our way" is supported by an openly gay management team as well as original news and entertainment programming and a solid commitment to exclude explicit and adult-rated content.

Says Joe Schramm, president of Schramm Sports & Entertainment, the agency charged with developing trade and consumer marketing for Q Television Network: "Historically, there hasn't been an array of traditional advertising opportunities for marketers interested in reaching out to the gay community. At Q, we're creating a television programming environment where advertisers can feel comfortable about placing their products and marketing messages."

Among its original programs: Q on the Move, shot entirely on location, covering events and human interest stories germane to the gay community; Women on Women, a talk show focusing on issues of interest to lesbians; In Foqus, hosted by Scott Withers, takes an in-depth look at topics and personalities vital to the gay community; and On O Live! is a live nightly talk show.

Q is also committed to providing extensive coverage of sports, including Gay Games[R] VII, an international athletic competition scheduled for next July in Chicago, and the Gay Rodeo circuit; as well as live coverage of community events like this month's Gay Pride festivities. …

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