(eyeball time: 2.5 minutes but you might read faster…)
the dea skinny on what’s happening:
in april 2010, Oprah Winfrey unveiled her latest venture expanding the multi-billionaire’s already influential grasp into the world of broadcast television networks. partnering with Discovery Communication, the joint venture called OWN: Oprah Winfrey Network, will be a multi-platform media company designed to entertain, inform and inspire people to live their best lives. OWN will debut to more than 70 million homes, on what is currently the Discovery Health Channel. Set to launch in January 2011, OWN serves as an excellent case study for the future of privately funded media ventures as well as user-generated content across digital entertainment venues and platforms.
the stakes:
The launch of OWN exemplifies the evolution of traditional television broadcasting as it faces continued competition from the internet. surprisingly, instead of putting up their arms in self-defense, television broadcast networks are embracing the internet with open arms. perhaps learning from the mistakes of other industries (i.e. music), traditional tv networks are leveraging the internet to expand their properties online. and let’s not forget it’s Oprah we’re talking about here. tv shows are no longer limited to a single showing and can provide supplemental content to feed fan demand. clips and exclusive webisodes are creating a subset ecosystem resulting in additional revenue for media owners as well as advertisers.
this seemingly symbiotic relationship between the net and traditional tv networks is creating a new generation of hybrid consumers and producers. here is where OWN TV may set itself a part from other 24/7 channels. OWN looks to source its content directly from its consumers. Positioning its value as a network dedicated to the betterment of “you”, OWN encourages its viewers to share their stories either via video submission or simple Q&As. Coupled with projects hand-picked by Oprah herself, this new channel presents a very limited scope of content. although it may feature different perspectives on certain topics, it is still a niche channel – one that may be entering a highly competitive environment already dominated by channels such as Women’s Entertainment (WE) and the Lifetime Network. it will be worth watching to see if this collaborative model plays to Oprah’s advantage. but Oprah is a brand so it is probably game over and she will win.
the dea takeaway:
for those playing in the online video space, the OWN network has the potential to become an example of a future hybrid model. a model, which we at the dea recognize as a necessary evolution that considers an expanded ecosystem of users, consumers, distributors and producers. if your company fits in any of those categories, we recommend incorporating bite sized pieces (i.e. consumer submissions, social networks, exclusive online video, etc.) into your present day platform. the key will be in smoothly introducing and transitioning your customers to fully engage in these new features around your brand and desired audience experience.
for more information, please contact us at 512.825.6866 to discuss the issues more fully and the specific impact & implications to your business. it’s free!
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