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Channel 4 Has Changed Its Logo To Support Gay Athletes At The Winter Olympics

It's also released an advert called Gay Mountain, which really is rather special.

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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 on Friday – as BBC2's live coverage of the opening ceremony nears its climax – in a "roadblock" across its main channel, E4, More4 and catch-up station 4Seven.

And what is the advert like? Well here it is for you.

View this video on YouTube

This awesome message at the end. and Channel 4

Channel 4 is the official U.K. broadcaster of the Sochi 2014 Winter Paralympic Games, so this campaign is probably a good idea. It shows that the broadcaster's not shying away from the issue of LGBT rights in Russia.

The network's Dispatches strand also investigated homophobic attacks in Russia in a one-off documentary, which was shown on Channel 4 last night.