Thesis
A case study of the origin and evolution of own: the Oprah Winfrey Network
Master of Science (M.S.), Drexel University
Jul 2020
DOI:
https://doi.org/10.17918/00001057
Abstract
OWN: The Oprah Winfrey Network launched on January 1, 2011. To the surprise of Winfrey and the television industry at large, the network struggled to gain profitable ratings during its first two years on the air. An overhaul of the network's leadership off-camera was completed in July 2011 and likewise on-camera, with its programming lineup through the remainder of the year 2011 and 2012. The changes worked for the network as it became profitable in July 2013. This case study presents the origin and evolution of OWN; the trials and tribulations of Oprah Winfrey's launch of a lackluster network; and her creation of a successful and impactful one. The audiences that have followed Winfrey through the years; those who watched her talk show and those who watch her network, are examined to determine the factors that contributed to the success of the talk show and the lag of the network, during its first two years. The network's establishment of its target audience as African American females, an underserved audience, is analyzed and a survey of a sampling of this audience is also conducted. A discussion of how the network may continue its success in the business of television is completed. Best practices for launching a successful cable television network are outlined for advisement of cable television entrepreneurs of the future.
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Details
- Title
- A case study of the origin and evolution of own
- Creators
- Brenda C. Turner
- Contributors
- Albert S. Tedesco (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vii, 65 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991014695540104721