The channel is currently in development and will be a subscription-based service. Programming is set to include original and imported series, films, talk shows and other programmes. Showtime, Viacom's movie and entertainment channel, has already had success with gay programmes such as the US version of Channel 4's Queer as Folk.
There is not yet a timetable for the launch of the channel, but it is reported that tests with audiences have been extremely positive. Executives at the companies involved point to the estimated £240bn annual spending power of gay Americans, making the potential audience of the channel attractive to advertisers.
Despite the growing presence of gay characters on US television, the issue is still extremely sensitive, with family groups frequently calling on advertisers to boycott stations showing gay-themed programmes.
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