What did BBC Today presenter Evan Davis mean when he used the expression "gay it up" when interviewing an Olympic athlete?

Does it mean "camp it up"?

You could tell the athlete was uncomfortable with the language Evan Davis was using.

Evan Davis is himself gay (very openly in-your-face gay, even calling another programme he presents The Bottom Line - fnar fnar).

Presumably he is of the opinion that gay people cannot be homophobic.

http://www.bbc.co.uk/programmes/b037v4f3