Oprah Winfrey’s Network Loses Steam

OWN in Trouble… Already?!?

Oprah Winfrey has the promotional power of Midas. For longer than two decades, everything she’s touched has turned into gold. Her Chicago-based afternoon talk show has attracted A-list celebrities, industry leaders and millions of viewers for the past 25 years. Now, in its final season, Oprah has re-routed her attention to her latest and most bold venture, launching her own network.

The “Oprah Winfrey Network” (OWN) is a multi-media channel that aims to educate, inform and inspire viewers to live their best life. However, Oprah may have gotten ahead of herself, The New York Post’s Michael Shain reports Tuesday; because the young network is already working to “win back” loyal viewers. Just last week, OWN’s audience fell briefly below ratings of the channel it replaced, Discovery Health. This rating dip can only mean one thing: an OWN “re-boot” is in order!

“We’re doing a lot of changes to the schedule,” a spokesman for OWN confirmed Monday.

The two-month old network, that invested over $10 million in promotions, is urging network advertisers not to worry just yet. Shain, advises that the network “will begin reshuffling its lineup in the next few week.” Part of this reshuffle will involve launch of its anchor show, “Season 25: Oprah Behind the Scenes,” according to media execs.

“Ever since the launch, they’ve been kind of dark,” said one media exec close to OWN. “The intention is to get back out there and let people know.” Moving “Behind the Scenes” — which chronicles the final season of Winfrey’s daytime talk show — from Friday to Sunday night is the first step.

Sunday night is notorious for being the most popular TV-watching night of the week. So, OWN execs are praying that the behind-the-scenes spin-off of Oprah’s paramount talk show will amp up, and hopefully maintain, those high ratings they are seeking.

“You have to fish where the fish are,” as a spokesman for the network put it.

The Question is… Will you be one of those fish, tuning into OWN on Sunday nights?

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