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 like Bravo to invest in shows like Queer Eye for the Straight Guy — the market was ready and proved itself. Most importantly, our efforts led to the creation of the world’s first television platform for LGBTQ+ inclusion and visibility leveraged by national advertisers, NGOs and political candidates to affirm their commitment to LGBTQ+ equality.

Working directly with the think tank at Logo and sister network VH1, Out of the Blue advised on channel rollout planning, helping to 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 and life-affirming role models — like RuPaul and Kate McKinnon — along with our causes, like marriage and gender equality.

To help secure distribution for Logo on local cable/satellite platforms, Out of the Blue was also in charge of implementing grassroots strategy. We designed and managed tailored engagement programs to create demand for the product in key markets, strategies that led to winning some of our MTV Networks’ most challenging efforts in underserved regions. We also made sure Logo’s field staff of 90+ ambassadors represented people from all backgrounds — regardless of age, gender, race, or ability — when recruiting 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.