One of Belgium’s national public FM networks Radio Donna was losing much of its market share to their countless commercial competitors way back in early 2006. In desperation, they also started targeting a gay audience. Obviously, with numerous all-gay FM stations to compete with, Donna’s effort failed. Notice the “big gun” hanging at the wall - I was expecting one of the parents to use it 
Looking at Radio Donna’s commercial on YouTube, I wonder: is this 60 second spot just silly, insulting or actually funny?
[Disclaimer: this video has been on various sites since 2006, malgusto (bad taste) was just one of them]
This blog is not affiliated with or endorsed by the city of Antwerp, Belgium.
I’d say the concept of the ad is funny, but the ad itself is not. It *almost* works, but I do think it’s a bit insulting.
What I really want to know is: What is gay radio? Is there gay music? Gay ads? Gay news? Gay announcers making gay jokes?
I just never considered that a radio station could have a sexual orientation. : ) It’s easier for me grasp how the concept applies to print media and video, but not radio.
Comment by V-Grrrl — June 24, 2007 @ 10:38 pm
Like you pointed out, I also feel this TV ad is somewhat insulting. Especially the line “I hope you respect my choice” is out of line: being gay is no matter of choice.
The concept of “gay radio” is basically taking a “regular” music format and adding all the livestyle items the regular print media add to the mix in order to make it sell to their target audience.
http://www.oradio.be in Antwerp is a classic example, with gay DJ’s (well, hard to tell the difference, it’s only radio), targeted news and advertising like you would find in the lifestyle magazines.
http://gaydarradio.com is England’s largest. But as such, there is no such thing as “gay music” - although some people would disagree
Comment by Peter N. — June 24, 2007 @ 11:19 pm
No gay music? I was so looking forward to discovering a new genre. : )
I went to the English gay radio station but apparently the Queen is taxing them to death and listeners outside the UK have to pay to subscribe.
And poor me, Daddy didn’t leave me enough money to hang out with the people in Antwerp’s giant sandbox or subscribe to gay radio. My life is just SO SAD. : ( I’m going to go listen to my iPod and have a good sulk.
Comment by V-Grrrl — June 25, 2007 @ 3:30 pm
Veronica, your Ipod might be a life-saver: while Antwerp’s sandbox at http://www.strantwerpen.be appears to have rather shady connections with upscale hangouts where customers are supposedly consuming large amounts of a white substance (must be sugar), your Ipod will provide you with something no one else can: your own taste in music
Comment by Peter N. — June 25, 2007 @ 4:12 pm