U.K.'s Channel 4 Rebrands On-Screen Logo To Back Gay Rights Ahead Of Sochi

U.K.'s Channel 4 "is to rebrand its on-screen logo with rainbow colours of the gay pride flag" -- and launch a TV ad campaign called "'Gay Mountain' -- joining the rising wave of protests" about Russia's anti-gay laws on the eve of the Sochi Olympics, according to Mark Sweney of the London GUARDIAN. Channel 4, which has the TV broadcast rights to the Winter Paralympics, "joins the growing ranks showing their support for gay athletes and protest against Russia's anti-gay laws." The broadcaster's "distinctive logo will be rebranded on Friday," the day of the Opening Ceremony, and the "what's on next" screens that "air between shows will be similarly rainbow-emblazoned for the day." Channel 4 is also launching a 90-second TV ad that will debut in prime time at 7pm London time on Friday. The tongue-in-cheek ad, which will run for a week, features a "bear" cabaret act singing a song which features lyrics including "good luck gays, on gay mountain" (GUARDIAN, 2/6).