Oprah learns from her own trouble
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Oprah Winfrey earned the rare opportunity to convert her media charisma into a monogrammed TV channel. Now shes the one tasked with rescuing OWN, the Oprah Winfrey Network, after a disappointing first year.
Its a high-stakes, potentially ego-shattering challenge that could make the strongest woman or man flinch. But wi! n or los e, Ms. Winfrey said she relishes the fight to turn OWNs fortunes around.
Yes, some mistakes were made. Who hasnt made mistakes? The real beauty is you can say, I learned from that, Ms. Winfrey said. I dont worry about failure. I worry about, Did I do all I could do?
The cable channel, which marked the end of its first year Sunday, is trying for a fresh start after executive turnover and missteps that proved OWN lacked a solid foundation on which to build, this despite a Discovery Communications investment of a reported $250 million and counting.
Viewers snubbed the lineup that skimped on programming and, surprisingly, what should have been OWNs unique weapon of choice: Ms. Winfrey herself, whose limited on-air presence has been increased with a new weekly series, Oprahs Next Chapter.
Oprah Winfrey is shown with host Rosie ODonnell (left) during the debut of The Rosie Show, in Chicago in October. Miss Winfrey is tasked with rescuing OWN, the Oprah Winfrey Network, after a disappointing first year. The Rosie Show was added to the networks lineup! . (Harpo Inc. via Associated Press)OWN has failed to improve on, or in some instances even match, the modest ratings and small audience earned by the low-profile Discovery Health channel it replaced.
I would absolutely say it is and was not where I want it to be for year one, Ms. Winfrey said. My focus up until [last] May was doing what I do best, which is The Oprah Winfrey Show, and giving that my full attention until its conclusion.
But Ms. Winfrey, who said management team errors in planning and execution could serve as a cautionary tale, rejects the idea that a single years performance will determine OWNs ultimate fate. Or hers.
Somebody was talking to me in that kind of saddened, How are you? tone, and I was thinking, Im fine, said Ms. Winfrey, 57, who ruled as the queen of daytime TV until she ended her talk show after 25 years and turned her attention to the channel.
I realized the reason people have this tone is theyre reading all the press [about OWN], so you see me and wonder if I can still walk. I am a determined and committed woman. I dont give up. Im just getting started, she said in a recent interview.
One bonus of being Oprah: She has received pep talks from other media movers and shakers.
Everybody has told me Ted Turner has told me, Barry Diller has told me, Lorne Michaels has told me, David Geffen has told me anybody whos ever worked with a channel, wh! os ever done anything, has said it takes three to five years, she said, adding, You have to do the work. You do not have to pay attention to the criticism.
Year two for OWN will reflect executive changes made last July, when Ms. Winfrey expanded her role at the channel by adding the roles of chief executive and chief creative officer to her position as chairman. Discovery Communications COO Peter Liguori had filled in as interim head after OWN CEO Christina Norman was dismissed in the wake of poor ratings.
Although the channels ownership is split evenly between Discovery and Ms. Winfreys Chicago-based production company, Harpo Inc., it is Discoverys money thats on the line.
With more scheduling consistency, movies, original series with and without Ms. Winfrey, and a lot more Oprah in general, Discovery is a lot more confident that were heading in the right direction, said company spokesman David Leavy.
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