The Oprah Winfrey Network (OWN), which debuts on Jan. 1, 2011, is not a dangerous gamble for cable advertisers, CEO Christina Norman told CNBC Wednesday.
“It’s a network that’s not based on a sole person, but what that sole person stands for,” Norman said of the network, which will take the spot currently occupied by Discovery Health.
“The good thing is that audience is so valuable to advertisers and they know that,” said Norman, who added, “They’re active and engaged.”
The so-called "Oprah Effect" has spurred sales of numerous books, made TV stars of Dr. Phil McGraw and Rachael Ray, and even been credited with helping President Obama get elected.
The network recently reached a three-year, $25 million deal with Procter & Gamble .
Norman called OWN, which will launch 15 original series including a reality show, a “game-changer.” The reality show will follow her as she puts together the 25th season of her ABC talk show, which ends in 2011.
“We feel a lot of pressure but also so much anticipation,” Norman said.