Oprah ready to launch OWN channel

The bold ambition of this venture would spark doubts if there were anybody else’s name attached. Consider: a cable network started from scratch (actually, repurposed from Discovery Health, whose channel it will claim) and all-dependent on just one person’s identity, vision and marquee power. But that person is Winfrey, a cultural force perhaps unrivaled in […]

The bold ambition of this venture would spark doubts if there were anybody else’s name attached. Consider: a cable network started from scratch (actually, repurposed from Discovery Health, whose channel it will claim) and all-dependent on just one person’s identity, vision and marquee power.

But that person is Winfrey, a cultural force perhaps unrivaled in the world. Now, as she moves through the final months of her daytime syndicated talk show, which will end next September after 25 years, OWN is poised to become Winfrey’s new TV home base.

Instead of a daily hour boasting Winfrey’s on-air presence as host, OWN will be a round-the-clock environment in which — her network vows — she will often be seen but, what is more important, always be felt. She will be the network’s spiritual curator, maintaining a constant presence, even from off-camera, as she offers a slate of programs all guaranteed to meet her “Live Your Best Life” mandate.

It’s a cable-network startup packed with as-yet-unproven shows. But these shows — 600 hours of original programming airing in 2011 — are endorsed by TV’s most trusted figure. “The Oprah Winfrey Show” will soon end, but, according to Winfrey, it is serving as a prism for the spectrum of programs OWN means to air.

“I want to take what I’ve established in daytime — inspiring people and giving them hope, and some cars — and build on that, 24-7, OWN-style,” Winfrey told advertisers at a gathering last spring. “OWN will be the network built on great intentions.”

Sure, the path to you-know-where is paved with good intentions. But this is Oprah! “Oprah is smarter than all of us, and she has an enormous following based on absolute trust,” says Bob Garfield, co-host of NPR’s “On the Media.”

Her influence as a newsmaker and taste-maker has always been greater than the audience head count for her show (which is seen by nearly 7 million viewers — a hefty number, though down from 12 million at its peak). What happens on her show helps drive the national conversation far beyond the bounds of the show’s viewership.

Now, as her syndicated show is nearing its conclusion, you might wonder whether Oprah’s impact will be diminished without that concentrated five-hours-weekly firepower. Or maybe she will loom even larger, if possible, thanks to her network’s constant availability.

“I’m looking forward to her channel because she does positive things,” says Andrea Visser, a 43-year-old in-home therapist from Franklin Lakes, N.J., who recently was shopping at The Oprah Store (stocked with lots of Oprah’s favorite things) across the street from the Chicago studio where she tapes her daily show.

Visser, who was buying an “O”-inscribed infant’s velour jogging suit for her newborn nephew, says her biggest concern is that OWN will replace the soon-to-be-defunct Discovery Health, which she watches faithfully. But she plans to give OWN a try. “Oprah puts into words what a lot of people are feeling,” Visser says admiringly.

And, yes, Winfrey will be logging face time. She hosts “Master Class,” which spotlights prominent people Winfrey has chosen to be profiled. She will be up-close-and-personal in “Behind the Scenes: The Oprah Show Final Season,” a 25-episode reality series that gives viewers an intimate look at “The Oprah Winfrey Show” as it draws to a close. And she will tape 70 segments of “Oprah’s Next Chapter,” which, premiering next fall, will find her striking out to do anything, go anywhere, with anyone she feels like.

Are the right shows in place? “The programming is not going to succeed just because Oprah Winfrey is behind it,” says media analyst Steve Sternberg. “The question is, how good is the programming? Oprah can get a lot of her fans to tune in. Whether or not they stay is another question.” The Oprah Winfrey Network “can’t possibly succeed,” he declares, explaining, “it’s quixotic, it’s unreasonable, it’s impossible.” And yet, on the other hand, it’s Oprah. I predict success.”