Oprah’s network may cater to African Americans

December 12, 2011

Talk show host Oprah Winfrey poses at the OWN: Oprah Winfrey Network launch cocktail reception. (FRED PROUSER/REUTERS)

Her new network, OWN, despite its heavily marketed start is struggling, according to Hollywood Reporter. Because of the dismal ratings, executives are thinking about catering to African American audiences.

While ‘The Rosie Show,’ and ‘Oprah’s Lifeclass’ has helped the network, the program ‘Welcome to Sweetie Pies’ has been the standout for the network and is popular among African Americans, giving executives a good reason to tweak their demographic.

OWN president Erik Logan clarifies that the network will not abandon its original premise, but rather become more inclusive. Oprah has built her brand and enjoyed success from a wide audience and the network heads are very aware of that.

Here is an excerpt from the Hollywood Reporter story:

Since Welcome to Sweetie Piespremiered, OWN has enjoyed an average prime-time viewership of around 216,000 people. Sweetie Pieshas seen an average audience of around 418,000, making it the highest rated show on the network by far in that period.

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