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Evolution, revolution, and the construction of a gay cable channel

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Abstract:

This paper addresses the development a new, subscriber- and advertiser-supported gay cable channel by Viacom subsidiaries, MTV and Showtime. It considers why the channel was shelved when first proposed in 1994, and what cultural, technological, and marketing developments make such a prospect viable in 2002. While gay cable offers many advantages over both mainstream media outlets and gay and lesbian media, channel executives nevertheless face remaining challenges, including finding distributors, advertisers, and subscribers, and developing content sufficiently diverse to appeal to a broad spectrum of the GLBT audience. And while many ideological battles have been fought in media, it is unwise to overinvest in a commercially-funded system for significant legal and cultural civil rights gains.

Most Common Document Word Stems:

gay (85), channel (40), cabl (37), media (24), audienc (23), glbt (18), market (17), show (17), peopl (16), content (15), lesbian (14), 2002 (13), produc (12), new (11), also (11), may (11), advertis (11), offer (11), get (10), subscrib (9), polit (9),

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gay cable channel, gay and lesbian media, gay market
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://www.allacademic.com/meta/p111888_index.html
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MLA Citation:

Sender, Katherine. "Evolution, revolution, and the construction of a gay cable channel" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111888_index.html>

APA Citation:

Sender, K. , 2003-05-27 "Evolution, revolution, and the construction of a gay cable channel" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111888_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This paper addresses the development a new, subscriber- and advertiser-supported gay cable channel by Viacom subsidiaries, MTV and Showtime. It considers why the channel was shelved when first proposed in 1994, and what cultural, technological, and marketing developments make such a prospect viable in 2002. While gay cable offers many advantages over both mainstream media outlets and gay and lesbian media, channel executives nevertheless face remaining challenges, including finding distributors, advertisers, and subscribers, and developing content sufficiently diverse to appeal to a broad spectrum of the GLBT audience. And while many ideological battles have been fought in media, it is unwise to overinvest in a commercially-funded system for significant legal and cultural civil rights gains.

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Document Type: .PDF
Page count: 9
Word count: 2582
Text sample:
1 Evolution revolution and the construction of a gay cable channel1 In January 2002 MTV and Showtime announced a new joint project: a cable channel dedicated to gay lesbian bisexual and transgender (GLBT) content and audiences.2 Following the lead of Pridevision in Canada these Viacom subsidiaries joined forces on the project of bringing “all gays all the time” to cable subscribers in the USA on a channel whose name and launch-date have yet to be set. What we do
Age January 14 2002; Tim Goodman "Channel for Gays? It's About Time " San Francisco Chronicle January 21 2002; Gail Shister "New Gay-Lesbian Channel Is Work of Two Wharton Chums " Philadelphia Inquirer January 15 2002; and Lewis Whittington "Opening TV's Closet to Different Audience " Philadelphia Inquirer January 16 2002. 3 This and all other quotes from Farber and Falk come from “The gay cable channel: Gay ghetto or liberated zone?” NLGJA Annual Conference September 14 2002 Philadelphia.


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