Oprah’s OWN Network Debuts: Her Advice To Those Who Want To Do Something Similar

Kim K. may get more searches and cover just as many magazines, but don’t count Oprah out yet. The billionaire talk show host officially pulled the curtain back on the OWN network today.

Oprah Winfrey and the Discovery Channel have put a reported $189 million into the 24 hours a day, 7 days a week channel, which will feature reruns of broadcast shows from Oprah endorsed stars like Dr. Phil, Dr. Oz, Suze Orman and Rachel Ray. Original programming slated to debut later in the year includes programming centered around Sarah Ferguson (Duchess of York, and the original Fergie), Wynonna Judd and Shania Twain.

Even for someone who has successfully launched a magazine with only one cover model (save the occasional shared cover with a certain First Lady), the prospect of launching an entire channel is challenging to say the least. “Eat your Wheaties. It is a haul. It’s ambitious,” Winfrey advises others thinking of doing something similar. {NY Times}

OWN is a 50-50 joint venture with Discovery, which will provide the actual channel by pulling the plug on Discovery Health so that OWN programming can air in its place. If you’re searching for the OWN Network channel to see what the buzz is about, check your listings for Discovery Health and you’ll likely start to see Oprah-curated programming. While the power of Oprah has been a force capable of launching bestsellers, building tourism and creating careers, both Winfrey and Discovery Channel execs are cautiously optimistic about the future.

Part of the reason they aren’t expecting an overnight sensation is because there won’t be any Oprah fronted programming until at least September, when Winfrey will tape the final episode of her extremely popular, internationally syndicated broadcast show. Not only will Oprah go from being freely available (the executives are looking at OWN as a way to compete with on-demand internet video), but her commitment to the network requires only 2 to 3 weekly appearances versus the daily ones that some viewers might count on. Also, Oprah’s average viewer age is 50, which is well outside the 25-44 target that many advertisers aim for. {CBS News}

Somehow, we think that Oprah’s midas touch will be enough to clear those hurdles. O Magazine is successful, and that’s only available once a month. Plus, Dr.Phil and Rachel Ray’s Oprah backed shows have been successful even though Oprah can only be seen in the production credits. As far as those older viewers go? They seem to buy enough books, magazines and “favorite things” to warrant being considered a prime target market when it comes to advertising.