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Another Discovery executive has been brought over to OWN: The Oprah Winfrey Network, Discovery Communications’ co-venture with Harpo. Maurizio Vitale has been named SVP marketing for the channel, slated to launch on January 1, 2011. He will oversee all on-air and off-air marketing and promotion, reporting to OWN CEO Christina Norman. Vitale comes from Discovery Networks EMEA (Europe, Middle East and Africa) where he was SVP marketing communications. Before that, Vitale was VP creative for MTV Europe Networks.
TV Editor Nellie Andreeva - tip her here.
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So, to the extent anyone has an informed sense, what’s the town’s take on OWN?
Obviously, they have money. Obviously, they have Oprah. But the content, at least that which I have seen announced, leaves me wondering about whether this will genuinely be an ambitious venture or merely a margin-conscious showcase for low-rent reality fare set to leverage that Oprah aura with advertisers?
Will there be dramatic series? Original TV movies?
How are they going to fill 24 hours?
I agree with you. So far the announced line-ups sound boring, mundane and uninspired. Here’s a chance for Oprah to do something really fresh, new and innovative, but instead announcements regarding programming leave with a “So what?” feeling. …And, no, they are not going to do any scripted, original programming. Her film division of Harpo does that.