Competition breeds interest and shows doubters the business is viable, said Frank Olsen, president of the Q Television Network. He once applied the same theory when he owned four gay and lesbian bars near each other in Seattle.
"I think there's room for all three of us," said Olsen, whose network is the underdog of the trio. "We're different types of channels, just like you have ABC, NBC and CBS."
The gay and lesbian community has been underserved by the media and these channels are long overdue, said Damon Romine, entertainment media director for the Gay and Lesbian Alliance Against Defamation.
"There's definitely an audience out there that is hungry to see their stories being told," he said. "We've seen this with the tremendous success of 'Queer as Folk' and 'The L Word."'
Logo has two original series that will be ready this summer. One is "Noah's Arc," about a black gay screenwriter from California and his friends, and the other is "My Fabulous Gay Wedding," a comic makeover reality show.
Otherwise, Logo will rely heavily on movies and documentaries until it is better established. Logo has acquired the rights to films such as "Angels in America" and "Moulin Rouge," and has documentaries about a gay rugby team in Chicago and the gay rodeo circuit.
"It will be programmed to the sensitivity of a basic cable audience," said Nicole Browning, president of MTV Networks' affiliate sales and marketing unit.
Logo's ride to reality hasn't exactly been smooth. It spent years on parent company Viacom's back burner, and already has seen its starting date postponed from February. This year's delay was partly to get more programming in place but was also because it only had agreements to be in 2 million to 3 million of the nation's nearly 110 million television homes.
Browning was quoted recently as saying she had found some resistance to the idea of a gay and lesbian network in meetings with cable or satellite providers. One executive threatened resignation if Logo were launched in the company's territory. She downplayed that in a subsequent interview.