Take the survey!

personal brands

Oprah’s OWN Not Owning It Yet

Posted by Sheila Shayon on November 3, 2011 10:55 AM

Despite Discovery Communication’s recent infusion of an additional $12 million into its joint venture with Oprah Winfrey, OWN, the high-profile cable network that launched on January 1st is still losing money.

Recent ratings from Nielsen Media’s OWN coverage ratings report viewership growth, with Oprah’s Lifeclass debut in October, anchoring primetime at 8 p.m., up across key demos. Oprah’s Lifeclass live webcasts, including interaction with viewers, posted 3.5 million plus video views to date on Oprah.com and OWN’s and Oprah’s Facebook pages.

Lead-in Rosie O’Donnell’s The Rosie Show (which runs Monday - Friday at 7 PM) also posted growth for the month, while Our America with Lisa Ling continues week-to-week growth and Welcome to Sweetie Pie’s is showing double digit growth. But is it enough to win advertisers and more viewers? Discovery CEO, David Zaslav, reportedly remains upbeat as advertisers renew their deals and OWN sets it s sights on added distribution.

Discovery put major marketing muscle behind promotion of Oprah's and O'Donnell's shows, with major cross-promotion across Discovery's 14 networks, but current ratings continue to lag behind those of Discovery Health, the Discovery cable channel that OWN replaced.

With premiere numbers at 333,000 for Oprah's Lifeclass and 497,000 for O'Donnell's new show, Oprah’s Lifeclass is up against major competition on broadcast TV in the US: ABC’s Dancing with the Stars, How I Met Your Mother on CBS, Fox’s new sci-fi series Terra Nova and NBC’s The Sing Off.

It’s a quantum leap for the queen of daytime television to launch a 24/7 network around her personal brand. That said, if anyone can do it, Oprah’s got the moxie and the life experience — as does her new partner in prime (time), Rosie.

Comments

jay Canada says:

OWN is doing better than Discovery Health in prime time.

November 3, 2011 12:36 PM #

Krista United States says:

OWN's ratings aren't doing well at all. It's a waste of a network, time, and money, with gossip and useless fat talk show hosts.
Discovery Health was such a great original network. It's a shame that Discovery won't admit that, but that's what happens with big businesses.

The only good thing they did in support of DH viewers (after complaining for months and months) was merge Discovery Health to the Discovery Fit & Health Network. Downside, a good chunk of people's cable providers don't carry Fit & Health in their package.

November 3, 2011 01:21 PM #

Just Saying United States says:

What comes around goes around, Oprah! You threw soap fans under the bus earlier in the year saying nobody watches anymore when they are and showed no regards for them! Well hahahaha glad to see your ratings go down the toilet!

November 4, 2011 01:31 PM #

Mike Stevenson United States says:

Congratulations Oprah! Your network is seeing ratings success with continued steady growth in all programming across all demographics. Fantastic!

November 7, 2011 07:07 PM #

natralox United States says:

Superb article ,I really appreciated with it,This is nice to read and valuable for future,
I really bookmark it ,for further read.Thanks for sharing.I like it.

November 9, 2011 07:57 AM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements