Logo, Netflix Ink Content, Branding Deal

Logo, MTV Networks’ multimedia network for lesbian, gay, bisexual and transgender audiences, has signed a multi-platform content and branding agreement with Netflix under which the online movie rental service will have exclusive DVD access to a number of the network’s original programs.

As part of the agreement, Logo will be given a section on the Netflix Web site (opens in new tab) which will make it easy for members to find all of the network’s programs by navigating one section. Initial Logo titles available immediately only to Netflix users include Curl Girls, Visible Vote 08: A Presidential Forum and Wisecrack.

“Netflix is committed to expanding the reach of a broad range of diverse content using multiple channels to speak to varied audiences,” Liesl Copland, head of Netflix’s original content division, said in a statement. “Through such ventures, we are able to broaden our scope by becoming a destination for contemporary and relevant material which grants audiences immediate access to hard-to-find programming through our DVD and streaming platforms.”

In return, Logo will support the program with on-air promotions which highlight the Netflix collaboration, as well as feature Netflix at LOGOonline.com, part of Logo’s federation of online properties, which also includes AfterEllen.com, AfterElton.com, Downelink.com, 365gay.com and NewNowNext.com.

“This partnership represents an important fusion between the leading creator and curator of Lesbian, Gay, Bisexual and Transgender (LGBT) entertainment and the world’s most prominent online movie rental company, giving the LGBT audience more access to the very best in films and TV shows,” Lisa Sherman, Logo’s executive vice president and general manager, said in a statement.

Netflix and Logo have also committed to co-acquiring rights for future titles with the goal of broadcasting on Logo and releasing on Netflix in tandem to benefit from the cross promotion. 

To date, the two companies have acquired Puccini For Beginners and SmallTownGay Bar.