The first source seems to explain it.
The second source shows you are not alone in your curiosity.

This quote sums it up well I think, “In talking to our viewers and realizing what they loved best about USA, we realized that there was real connective tissue around the concept of strong, relatable characters.” It is nothing more than an attempt at branding and advertising.
Source(s):
http://characters-welcome-websites.tripod.com/id1.html
http://forum.wordreference.com/showthread.php?t=575966

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Characters Welcome was created by an ad agency called mono from Minneapolis. It represents the oddness of the fictional personalities in USA original series and syndicated programs. The ad campaign has been nominated and awarded many awards since 2005.

"They found that USA’s slate of original programming—shows like Monk and The 4400—featured exceptionally memorable performances by groups of compelling actors, so Hello and mono focused USA’s identity on those quirky characters."
Source(s):
AGENCY:
http://www.mono-1.com/?gclid=COaO2pvh0JcCFYwH3godOy8ADA#work/usanetwork/bro...

REVIEWS AND AWARDS:
http://creativity-online.com/?action=news:article&newsId=127095&sec...

http://www.stepinsidedesign.com/STEPMagazine/Article/28662

http://www.thirdwayblog.com/usa-networks/usa-networks-schools-us.html

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The following is the press release from USA Network to explain their "Characters Welcome" program.

For the first time in its twenty-five year history, USA Network is launching a comprehensive branding initiative extending across all media, including on-air, off-air and online platforms, [as] announced today by Bonnie Hammer, president of USA Network… The campaign…features a new logo and the tagline “Characters Welcome,” a statement that will reflect and inform every aspect of USA, from marketing and promotion to program development.

“When we started developing a brand strategy we knew we wanted it to be enhancing rather than limiting,” said Hammer. “We didn’t want to tack on a meaningless tagline or claim an arbitrary niche or demo. I believe we’ve succeeded in developing a campaign that’s organic to USA, something that captures and communicates what the network is about, what lives and breathes on its air.”

“In talking to our viewers and realizing what they loved best about USA, we realized that there was real connective tissue around the concept of strong, relatable characters,” added Chris McCumber, senior vice president, marketing and brand strategy. “‘Characters Welcome’ delivers a clear message that establishes an immediate emotional connection with our audience.”

“The beauty of our new brand is that it truly embraces everything we do,” said Hammer. “Whether it’s an obsessive compulsive detective like Monk, the tormented returnees of the 4400 or a real-life action hero from the WWE, it’s the compelling, sometimes complicated, often funny characters that make USA Network what it is.”

…USA’s website will offer an…extension of its brand message, called “Show Us Your Character.” “We will literally lay out a welcome mat for our audience,” said McCumber…
Source(s):
USA Network press release

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"USA Network is not only a place where characters live, it's a place where characters come alive. Where we can connect with people on the screen and on the street. Where we can look at ourselves and be entertained, or inspired, or simply proud to be who we are. Because each one of us is a character, even you. Especially you."

I suppose it just means that USA network shows feature all sorts of 'characters', and by watching, you too are part of a unique group of 'characters'. As to the origin, I'm not sure, likely the idea of someone in USA's marketing department.
Source(s):
http://characters.usanetwork.com/

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