Out of the Blue’s founder was recruited to help plan and implement the distribution and consumer launch of MTV Networks’ Logo, the first advertising-supported, 24/7 TV network for LGBTQ+ Americans. MTV Networks adopted Sivan’s award-winning, B2B and B2C marketing blueprint developed for the launch of Showtime Networks’ The L Word series.

Our collaboration with MTV Networks resulted in a highly successful national rollout — the second effort by a major media network to create demand for a new product with the LGBTQ+ market. Results also provided confidence to other networks as well, like Bravo, to invest in hit series including Queer Eye for the Straight Guy because the market was ready and proved itself. Most importanlty, our efforts led to the creation of the strongest media platform for driving LGBTQ+ inclusion and visibility to date, one that was leveraged by national advertisers, NGOs and electeds to affirm their commitment to LGBTQ+ equality.

Working directly with VH1’s and Logo’s think tanks, Out of the Blue advised on channel rollout planning, including tried and tested grassroots strategies that helped successfully premiere the new TV network 12% above goal with 19 million subscribers. Logo’s platform eventually paved the way for mainstream culture to embrace powerful entertainers, advocates and life-affirming role models, like RuPaul and Kate McKinnon, along with our causes, like marriage and gender equality.

Out of the Blue recruited over 90 ambassadors to help secure distribution for Logo on local cable/satellite platforms. We designed and managed highly tailored programs to create demand for the product in key markets, strategies that led to winning some of our most challenging efforts in underserved regions. We also made sure Logo’s field staff represented people from all backgrounds — regardless of age, gender, race, or ability — when recruiting, training and supervising our multi-year, national grassroots team.

Out of the Blue’s founder also represented MTV Networks with distribution partners nationwide, managing business relationships including co-marketing activations with brands like Target and Subaru. By the end of Year One, we helped secure distribution across key markets including Houston, Austin, Chicago, Minneapolis, Atlanta, Las Vegas, others. We even innovated a 4-way partnership program that broke regional subscriber acquisitions records in San Francisco and Los Angeles.

Not only did we have fun, but we also helped the business world understand the cumulative power of LGBTQ+ diversity, equity and inclusion (DEI) — and the rainbow dollar that follows when national advertising brands demonstrate their authentic commitment to us as both consumers and neighbors.