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The Bravo Network apparently found the growing enthusiasm for its new gay-themed hits too much of a good thing, and backed out of carrying commercials for two sexually-charged businesses. After briefly featuring a commercial for Interactive Male, inreractive gay phone chat service, in its hit prime time programs, "Boy Meets Boy," and later "Queer Eye For the Straight Guy", Bravo drew the line at gay chat web site, Mygaydar.
An ad rep ed Mygaydar.
The Right Time? In the Mygaydar.
When another muscular stud finally struts amle, sits down, and takes a swig of the drink, the voiceover says, "What you want, when you want it. Munoz wanted to move up to network cable and take advantage of Bravo's gay dating show, figuring it was a "no-brainer and an easy mark we could afford" to advertise on.
The Interactive Male ad features a cowboy dressed in a tight black tank top, saddling up a horse as he says, "If you know exactly what you want, or are just a little bit curious about it, call Interactive Male now. Had the been heterosexual in nature, the same determination would have been made. The executive added that the Interactive Male spot was pulled after complaints were made by viewers, a "ificant amount" of whom identified themselves as gay, though the actual was unknown.
Teligence, based in Vancouver, owns five adult chat lines. The company targets at male programs and dating shows in particular. Meanwhile, Bravo still owes Teligence for advertising it already paid for.
Osmond says an executive with their ad-buying company, Advantage Media Services, was told by Bravo to "wait a month or so for everything to blow over and then they would reinstate us for 'Queer Eye'" in late night. Like Teligence, CompuQuest is in the phone chat business too, but in decided that the internet was the way of the future partnering with British firm QSoft Consulting which produces Gaydar.
The U. It's hard to get a large portion of my market, it isn't accessing gay media," Munoz says.
Orbitz created the first gay twist on a straight commercial and received a strong response when it aired. However, as the network pushes the programming envelope, it should prepare better to meet accompanying challenges, and develop clearer guidelines for marketers and would-be advertisers.
Most importantly, Bravo should avoid alienating the very market from which it is reaping benefits, or it faces a Queer Black Eye. Mike Wilke's Commercial Closet column covers gay issues in advertising, marketing and media.
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