Oprah’s OWN Finally Targeting a Black Audience, Will It Work?
Oprah Winfrey is primarily known for two things: a touch of gold when it comes to all things lifestyle and media, and a brand that attracts a diverse and broad audience. So it’s been surprising that her network OWN, launched in January, has struggled to succeed, and perhaps more surprising that executives at the network have now decided to put more energy into attracting African-American viewers.
The programming own OWN has targeted Oprah’s usual base with shows from Dr. Phil, Suze Orman, and a home makeover here and there. All of the money that’s been poured into the channel has not kept ratings from being stale. Only “Welcome to Sweetie Pies,” a reality show about a black family running a soul food restaurant in St. Louis, has attracted a sizable audience since its premiere in October.
The Hollywood Reporter reports:
OWN has an average prime-time viewership of around 216,000 people, but Sweetie Pies enjoys an average audience of around 418,000, making it the highest rated show on the network by far. According to [OWN President] Erik Logan, OWN executives will be taking the success of Sweetie Pies in that market into consideration when making future programming decisions, as well as trying to pitch OWN’s success with African Americans to new advertisers.
It’s hard to tell whether “Welcome to Sweetie Pie’s” is a hit on it’s own merit or is doing well because it offers black viewers the rare to chance to see a multigenerational black family on television. I admit that I haven’t watched much OWN, but if the network is going to focus on black entertainment then I am sold. My wish list includes a black original scripted series, some syndicated throwback sitcoms, and a reality show about Oprah and Steadman! In lieu of that, though, I’ll just take OWN’s best effort at spicing up the television landscape and staying on the air.
Do you watch OWN? Will a focus on African-American offerings make you more likely to tune in?
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It is too late to bring the African Americans to her website. Black people don’t care for Oprah because they realize she is a white womans nigger. Oprah should be ashamed of herself for treating the blacks the way she had. It’s sad that a white man has to tell Oprah do’s and don’t's.
Yvette: Speak for yourself because not all black people hate Oprah. Whether you like her or not she still has her millions, and is a successful woman
This the reason why Oprah’s ratings is going to hell. Oprah and her staff “white staff”"” filtered all the black stories for the Dr. Phil show over the 25 years she was on air. Now this is what you call disrespectful to the black coulture. There is no excuse for this. If you need proof, check out the Dr. Phil Shows. The black shows was too black for Oprah so she had her staff store them in a file for Dr. Phil. Oprah screwed herself that’s why her ratings will never boost again. She really screwed herself when she didn’t actknowledge Michael Jackson’s death in a timely manner like the rest of the people in the media, but had the nerve to enterview his mother after his death. If you people think Oprah is a sweetie pie, than you got problems yourself! I believe in people of every culture and all race and that what Ms. Opie not excepting, and that’s why she is losing. I new her time was coming, it was just a matter of time and now she’s feeling it. You can’t keep doing people wrong just becasue you got money, you gave a white woman a car, home, or sent a white girl to college, your day will come. If I was contact by the OWN Network to be enterview by Oprah, I would hang up the phone or probably tell the producers to kiss where the sun don’t shine! Now Opie is calling for the African Americans to help increase her ratings. You low down helfer!
Yvette: Hate and jealousy will get you no where. If you had Oprah’s millions and 25 years of success…I wonder if you would be saying the same thing. Besides… things change. A lot of things that were successful and worked 5 or 10 years ago no longer work today….and intelligent people know that. Whether we agree with Oprah’s tactics or not….. her success in years past will always be the cornerstone
Opie, you threw your African American people under the bus for 25 years, and now you’ve been given the okay by the white man to bring them from beneath the bus to your new network. THEY ARE THREW WITH YOU!!!!!!!!!!!!!!!!!!!!!!!
Go find drunk Wellie Nelson, the one you invited to the show several times in the past.
If opie thinks since her rating is falling she can grab the bpl under bus where she left them 25 years ago, she is a fool.
Orchard: Are these white people that you say no longer like Oprah because she supported President Obama,,,,the same ones that voted for him? Your comments make absolutely no sense. If white people hadn’t voted for Obama in huge numbers…..he wouldn’t be in office today. Black people only make up about 13% of the population; so Obama never would have been elected if only black people voted for him. Get a grip!!
Black people probably don’t want to hear this….but the truth of the matter is if Oprah had depended solely on black people her show probably never would have reached the heights it did because lots of times black people don’t support other black people’s endeavors.. Oprah was smart enough to cater to the masses, And whatever people think about her now…..we can’t take her 25 years of success away from her. People need to stop hatin’ and get a life!!
Being a white woman, if it wasn’t for the blacks, we as white people wouldn’t be where we are today. We stole from them from the beginning and continuing it today, so you need to shut the hell up and go read the history books your white ancesters hid from you. You know the truth, but you fell to except it. It’s Christmas Day, go ask your grandfather, a previous slave owner how many slave did he hang, raped, and stole money and ideas from?
If you think the majority of white people help put President Obama in office, than you are a slaves owner child!
You are one super white fool!
Oprah (and other networks, for that matter) need to put less reality TV shows on and more sitcoms. I know reality TV is cheap, but C’mon. We need a new Girlfriends type of show.
I have been slow to appreciate and understand Oprah. I believe that she has been able to empower women of all races, nationalities and ages. She has brought daylight into many lives and successfully opened up valuable dialogue between the sexes, races, and religious points of view. I do think that her “freebies” and giveaways were/are counterproductive in that they tend to distract her base from the valuable gifts that she really has to offer; herself, her ideas, and her generous infusion of self-worth to her viewers. Her gifts of automobiles and other goodies are just fluff, and carry the wrong message with them. I am a 70 year old white guy, and I am extremely grateful to have women like Oprah in my world. We, as a country, seem most willing to tear down our heroes. Oprah is one of mine!
I hear yeah Dave. Oprah has brought about great conversations. As for the freebies…..I don’t see anything wrong with giving. For the record I assume you know the gifts are donated by the companies,e.g., Ford, GE, etc. One year the audience was full of teachers……and they were well deserving of the gifts. We don’t always give props to teachers.
My point was that Oprah was already giving; and, although the addition of material gifts helped for awhile, her real gift was empowerment, confidence, and a feeling of increased self worth. The biggest gift (real gift) of all was standing there on the stage. I can easily blow off the publicity bling from the sponsors; that won’t be remembered 25 years from now. I think Oprah found out what’s inside of people and attempted to nurture it. She found her voice and made good use of it.
I agree on the teachers. We will pay major $$$ per hour for folks to build our cars and TV’s, but we are stingy with those who will ultimately mold the minds and character of our children. Go figure!