Rainbow Media, a subsidiary of US cable operator Cablevision that operates an American digital satellite service branded Voom, has become the latest media company to announce plans to offer a channel specifically aimed at gay audiences.

Voom, which has made its niche in the US DSat marketplace by focusing on high definition channels, will launch "DIVINE HD" on June 1. The channel will show a mix of original programmes and movies.

"DIVINE HD is another prime example of Rainbow Media's innovation by being first-to-market in tapping new and fast growing niches," said Rainbow Media president and CEO Joshua Sapan. "Always on the cutting edge, Rainbow also conceived and created BRAVO, WE Women's Entertainment and IFC among others. We are committed to providing viewers with both entertaining and innovative gay programming. The entertainment will appeal to gay and lesbians as well as straight fans of pop culture, movies and hip entertainment."

Voom says it plans to slowly increase the amount of original programming on the channel after the launch phase, airing showcase theatre productions and stand-up specials filmed in high definition.

"Watching DIVINE HD will be like spending a day hanging out with your funny, clever, gay friend," said Rainbow Media's senior VP of business development Nora Ryan. "There are no judgments. No stigma. No political 'agendas,' unless your agenda is to hang out and watch smart TV. Basically it's a channel for Will. And Grace."

The channel will be added to Voom's HD Cinema 10 subscription tier.