Charter Advertisers Go to Logo

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Logo, the gay-targeted network set to launch Thursday, has signed up some additional charter advertisers, officials said Monday.

The additions to Logo’s sponsor roster include Miller Brewing Co.’s Miller Lite, Motorola Inc., McNeil PPC’s Tylenol PM, Lions Gate Films, Key West -The Fabulous Gay & Lesbian Destination and sister service Showtime Networks Inc.

Logo is being created by MTV Networks, which, like Showtime, is part of Viacom Inc.

Miller Lite will have the first commercial spot to air on Logo, and it will be the sole sponsor for The Evolution Will Be Tested,the network’s inaugural broadcast.

Motorola will be a presenting sponsor of Logo’s coverage of the 16th Annual GLAAD Awards, while Lions Gate is partnering with the new network for a promotion and sweepstakes for feature film Happy Endings, which opens nationwide July 15.

Showtime will try to use Logo to create excitement for the series finale of Queer as Folk,as well as the series premiere of Weeds. In addition to tune-in messages for the series, Logo will air a 30-minute special, VH1 Goes Inside Queer as Folk,and feature tune-in spots driving viewers to this special. In a bid to create a countdown to the series finale, Showtime will air multiple spots to help build excitement among Logo viewers.