February 22, 2012 | Arts / Entertainment

Logo: still gay ... just not as much

Logo, the gay cable channel, announced it was shifting its programming focus with new series and development deals that reflect gays and lesbians' increasing integration into mainstream culture. In other words, they are moving away from shows with gay leads.

"Our goal at Logo has always been to honestly reflect our viewers' lives," said Lisa Sherman, Executive Vice President of Logo. "We're now reinforcing our commitment to them with programming that truly mirrors how many of them are living and want to be entertained today."

This includes Eden Wood's World, which follows the life of six-year-old Eden from Toddlers and Tiaras. And Wiseguys, about a woman running her own business while hoping to pull away from her family's mob past, with a gay son thrown in for good measure. We mustn't forget Design My Dog, a studio-based, reality-competition show that tests the creative talents of dog owners and their canine companions. It's the type of gay-friendly programming for which we've all been waiting.

"These new projects are anchored by stories that go deep into today's world: Eden Wood has already accomplished more than most of us will in our entire lives. ... Families in business together during a recession could be the ultimate drama. And pets are now surrogate children for a lot of people -- who go to great lengths to celebrate them," said Brent Zacky, Senior Vice President, Original Programming.

“They’re only developing shows with non-gay leads," said a former Logo staffer. "They are trying to be Bravo -- a gay best friend -- as opposed to just being gay."

Joe Del Hierro, producer of Transamerican Love Story and The Big Gay Sketch Show says its all about money. “They need to appeal to a broader audience to get the numbers up, so they can charge more for ad revenues," he said. "It’s what Bravo did in its early years.”

Branching out makes sense, but dog grooming and pageant kids? That just stinks of desperation (and a lack of creativity).

Logo Amplifies Culture Shift With Expanded Programming [Press Release]

Logo’s New Programming Slate Reveals Shift Away From Gay-Centric Shows [Queerty]