With its new development slate, Logo is making an effort to reach gay audiences who engage in activities outside their core social group.
“What we’re seeing is a mainstreaming in gay culture and living in integrated lives,” Logo president Lisa Sherman told Variety. “These shows are much more about issues and subjects that our audiences care about. It’s more than just about being gay.”
The gay-centric Viacom cabler announced seven new shows, two of which are already in production. All the skeins are reality-based, with scripted programming not in the net’s immediate plans.
“Reality gives us a chance to have more shows on the air,” Sherman explained, adding that the cost of producing shows in the reality genre is significantly less expensive that scripted. “It’s more efficient for us.”
One of Logo’s top priorities is “The Baby Wait,” from exec producers and former MTV stalwarts Tony DiSanto and Liz Gateley. “The Baby Wait” examines the open adoption process from both the parents and the biological mother’s perspective.
Sherman called the series “very emblematic of what we’re doing. This is about people trying to adopt, and it’s an emotionally charged process. It’s really powerful.”
Besides “The Baby Wait,” two other shows in production are “Eden Wood’s World” and “Scandalicious.”
“Eden Wood’s World” is about a 6-year-old beauty pageant champion who, along with her mom, talent manager and publicist, is looking to take her career to the next level. The three will also advise other girls as they aspire to become pageant contenders.
Logo will also air a series of specials titled “Scandalicious,” which will feature a countdown format with commentary from comedians and tastemakers. Jay James, Betsy Rott and Elisa Rothstein exec produce.
On the renewal front, Logo is giving a third season to “RuPaul’s Drag U.” Show stars RuPaul Charles, who offers fashion and makeover tips to selected women.
Projects in development include “Wiseguys,” about a mob-related family trying to run a family business; “Design My Dog,” a competition series among dog owners and their canine companions; “Love Lockdown,” where couples need to take action in their meandering relationships; and “Outrageous,” about hot-button topics in pop culture.