Homosexuality in the media.

This is something I've been thinking about. You rarely see anything dealing with gays or with anyone else in the LGBT community on TV or in the movies. What I mean by that is, you won't have a main character who's gay/lesbian/bi/transexual or even the main character's friend without it being a gay movie. Why can't one of the girls in Heroes be a lesbian? Or the main guy in an action movie be gay? Another thing is commercials. You see those commericals when a girl tries a new shampoo and she gets all the guys, well why can't see get all the girls instead =P Or the other type of commerical when a guy has a problem with his health and then there's an advertisement for some medicine (then they name all the side-affects that are probably more dangerous than the disease itself) and they show him happy with his wife/girlfriend. So, what I'm asking, when are we going to see the opposite? Back in the day you would rarely see Blacks or Asians in the media, now it's not like that at all. Then they started putting phycially handicapped children in children's books and shows to get children to see they're humans too. How long does the LGBT community have to wait?