Oprah's humble little promo

She's starting to plug her Oprah Winfrey Network, which will debut on Jan. 1 and be based in L.A. This 60-second spot, which appears on movie screens starting today, is the first big-budget promo for OWN (music is from Black Eyed Peas frontman will.i.am). From the NYT:

"Our Phase 1, which is what we're doing right now, is, 'What is OWN? Where is OWN? When is OWN?,' " Darren Schillace, the channel's vice president of consumer marketing, said Thursday in an interview. He cannot direct viewers to the channel yet -- the space is still occupied by the Discovery Health Channel, which will be replaced by OWN on Jan. 1, 2011 -- and he knows, as he put it, that "no one's planning now what they're going to watch in January." So the ads this month are about building awareness -- and also about correcting misconceptions that the channel will feature Ms. Winfrey at all times.