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Nellie Andreeva

Has Oprah’s Star Power Dimmed? Relaunch Of OWN Will Put That To The Test

Struggling cable network OWN saw the kind of triple-digit ratings increases over predecessor Discovery Health that it had been seeking with last night’s launches of The Rosie Show and Oprah’s Lifeclass. OWN had been stuck at the ratings levels of Discovery Health season to date and dipping below them in the most-recent third quarter. The network put all of its eggs in the Rosie/Lifeclass basket, effectively doing a relaunch of the network with the show’s premieres, which were simulcast across five Discovery cable networks. On OWN, The Rosie Show, hosted by Rosie O’Donnell, averaged a respectable 497,000 viewers, up 238% from Discovery Health’s October 2010 average in the 7 PM slot. In women 25-54, Rosie Show posted a .44 rating, up 267%. The clip-driven Oprah’s Lifeclass dropped significantly from its Rosie lead-in to 333,000 viewers, despite airing in the more-trafficked 8 PM hour. That was still up from last October’s average by 103%. In women 25-54, the show drew a .40, up 208%. Across all five Discovery Communications networks — including TLC, Investigation Discovery, Discovery Fit & Health and Planet Green as well as OWN –  Rosie averaged 1.5 million viewers, Lifeclass 1.2 million. UPDATE: SiriusXM just announced that it will carry O’Donnell’s new OWN talk show on Oprah Radio and SiriusXM Stars channels  the day after the show airs on OWN.

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TCA: Oprah Winfrey Eyes “Unity” At OWN, Rosie O’Donnell Tells Why She Picked Network For New Show

Ray Richmond is contributing to Deadline’s TCA coverage.

TCA: OWN Announces Premiere Dates For ‘Rosie’ & ‘OWN Your Life’
Oprah Winfrey blew through the TCA press tour today to address critics at a morning session promoting OWN: Oprah Winfrey Network, having been freshly installed as CEO of the network owned by Discovery Communications. She’d acknowledged earlier this summer that she hadn’t been dedicating all of her energies to OWN and aimed to change that going forward, in part to address its growing pains in the form of falling ratings. ”In my new role, I am focusing on the unity of Harpo and OWN, aligning them together,” she told the gathered critics. To that end, she introduced OWN’s new co-presidents Sheri Salata and Erik Logan, former heads at Harpo Studios who joined the new network in June. It’s no secret that OWN has struggled to find its footing and an identity, with a lineup of cheesy reality shows and little programming flow. Key to that new push is the hiring of Rosie O’Donnell, whom Winfrey also introduced today.

O’Donnell charmed the room with her wisecracking, no-nonsense style, discussing how her coming to OWN went down when she’d been courted by much larger and deeper-pocketed networks. ”I called my agent and told him to call the Oprah people, because I wanted to go to OWN,” she said. “And you know how agents only care about what you want to do, not finances? My agent was thrilled that I wanted to go to basic cable and not one of the major networks. … Oprah came in with a bunch of people from her staff and asked, ‘Why do you want to do this?’ And I’m like, ‘Because it’s you.’ With Oprah, it’s a huge stamp of approval, almost like being knighted in a way.” Read More »

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TCA: OWN Announces Premiere Dates For ‘Rosie’ & ‘OWN Your Life’

Ray Richmond is contributing to Deadline’s TCA coverage.

OWN, Oprah Winfrey’s network, announced an Oct. 10 premiere date for its new nightly Rosie O’Donnell talk show The Rosie Show and OWN Your Life: The Oprah Class. Rosie will air weeknights at 7, OWN Your Life at 8. The latter will feature Winfrey using her library of 4,561 shows as “a teaching tool” to viewers to help them improve their lives, as she said in making a semi-surprise appearance today during the network’s TCA summer press tour session at the Beverly Hilton to introduce O’Donnell. “We’re repackaging the shows to use them as the world’s biggest classroom,” she said.

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