The likes of "The Bachelor," "Joe Millionaire" and other reality dating shows have new competition: a series that's going to match up men with other men.

The Bravo cable television network is developing "Boy Meets Boy," the first same-sex reality dating series to promote same-sex unions. Scott Seomin, the entertainment and media director for the Gay and Lesbian Alliance Against Defamation, told The Associated Press that the show will be handled in a lighthearted, non-exploitative way.

The show, set for a six-week run beginning in July, will feature a gay leading man who must pick between 15 potential suitors -- some gay, and some straight. Midway through the show, the man will be told that some of his potential dates are heterosexual, but not which ones.

"We have created a gay world where the straight guys are in the closet," said series producer Douglas Ross.

The producer, who is also gay, said if one of the straight men is chosen at the end, he wins a cash prize. If the leading man chooses another gay man, the lead character wins the prize and an expense-paid vacation.

Ross said the straight males were added to the show to "attract the straight population," and he hopes by adding the twist, that it would bring in a larger audience and "would challenge the notions of all of our viewers -- both gay and straight."

Not everybody is taking the announcement of the show so lightly. According to AP, the Traditional Values Coalition plans to alert its 43,000 member churches to protest the series. Based in Washington, the Coaliton's Executive Director Andrea Lafferty said, "Clearly, they've hit a new low. What's next after 'Boy Meets Boy'? 'Boy Meets Sheep'?"

Bravo is no stranger to tackling gay-themed programming. It has run its "Out of the Closet" film festival in the past, and a documentary series on same-sex programming last summer.