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UK’s Channel 4 Rebrands In Rainbow Colors, Wishes Olympic Athletes ‘Good Luck on Gay Mountain’ – VIDEO

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During Friday’s opening ceremony for the Sochi Olympics, UK’s Channel 4 embraced the rainbow in a show of support for gay athletes and to protest against Russia’s anti-gay laws.

Channel-4-rainbow-logo-fo-008The Guardian reports the rebranded on-screen logo was joined by a cabaret-style prime time TV ad wishing good luck to all the gay athletes competing on “gay mountain.”

Check out the insanely catchy ad (complete with gay Putin cameo), AFTER THE JUMP

Last week’s Google Doodle was a similarly rebranded rainbow in support of gay rights in Russia.


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  1. Last year Channel4 revolutionized the Paralympic coverage. They invested in para-abled reporters and presenters, they explained beautifully the rules and workings of the individual games and they did it with respect and understanding. And (for those of you who care) they made it pay. I didn't think i could be more proud of Channel4. Turns out i was wrong.
    Are there any other TV Stations, anywhere in the world, who are half as good as Channel4?

    Posted by: John | Feb 9, 2014 8:41:47 PM

  2. why does "gay" always = "camp"?

    Posted by: jaker | Feb 9, 2014 10:10:37 PM

  3. jaker - "why does "gay" always = "camp"?"

    It doesn't. But would the point of the thing have been seen and enjoyed if it depicted a Russian bear enjoying a pint of manly beer talking about how Spurs were doing whilst doing a bit of woodwork?

    Posted by: John | Feb 10, 2014 3:13:07 AM

  4. Also The Guardian has a rainbow "g" on it's masthead..

    Posted by: Colonel Panic | Feb 10, 2014 4:36:45 AM

  5. This is why I love being British lol. You can never imagine a major tv channel in the US doing this.

    Posted by: westy | Feb 10, 2014 8:10:06 AM

  6. For Americans:

    Channel 4 is a publicly owned and partially publicly funded network, similar to PBS here. The UK has two publicly owned networks: BBC and Channel 4.

    Posted by: ratbastard | Feb 10, 2014 12:06:32 PM

  7. Just got back to Canada from a 4 week holiday in the UK with a weekend in Athens....In many ways the British are almost as advanced as we are in Canada in regards to gay rights they just need to make the final step in regards to Gay Marriage rather than civil partnerships it will happen but I am impressed Channel 4 did this! Way to go!

    Posted by: Darrell | Feb 11, 2014 2:25:55 AM

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