Channel 4To mark the start of the Sochi 2014 Winter Olympic and Paralympic Winter Games, Channel 4 will be rainbow branded in the colours of the gay pride flag on Friday 7 February.

The broadcaster will also launch a major new television promotional trail wishing good luck to all athletes – gay or straight – competing at the games.

The television trail will air from 7.00pm across all of Channel 4’s channels – including E4, More4 and 4Seven – and will also air just before the peak-time 9.00pm and 10.30pm junctions on Channel 4.  The tongue-in-cheek promo features a ‘bear’ cabaret act singing a celebratory ‘Gay Mountain’ song in honour of all the athletes competing in Sochi.   The full 90 second promo can be viewed at

The television trail is produced by the award-winning 4Creative team and features acclaimed ‘bearlesque’ act Fred Bear.  The full lyrics to the ‘Gay Mountain’ song are:

Be fabulous, be free

We honour our Queens

And follow the rainbow which leads to the east

Gay mountain, gay mountain

Be proud on gay mountain

Gay mountain, gay mountain

Good luck Gays, on gay mountain

Mens and all Mens and Womens and all Womens

Come together tonight, sing with pride

Gay mountain, gay mountain

Be proud on gay mountain

Gay mountain, gay mountain

Good luck gays, on gay mountain

This is a typically Channel 4 way of celebrating the start of the Winter Games and showing our support to all of the athletes out in Sochi – gay or straight. – Channel 4’s Chief Marketing and Communications Officer, Dan Brooke

Channel 4 will also broadcast a short interview with former England rugby player and founder of the StandUp anti-bullying foundation, Ben Cohen – who talks candidly about bullying, homophobia and homophobia in sport.  The interview will be broadcast just before 8pm on Friday 7th February.

Last night Channel 4 broadcast a shocking Dispatches investigation into vigilante gangs in Russia that target gay men and women – in what Russian gays have called ‘hunting season’.

The broadcaster has a long and established reputation for diversity and, across 2014, is broadcasting a number of major new programmes exploring gay themes and issues.

Share Button