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.

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Mark Lacter
Mark Lacter created the LA Biz Observed blog in 2006. He posted until the day before his death on Nov. 13, 2013.
 
Mark Lacter, business writer and editor was 59
The multi-talented Mark Lacter
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