*Oprah Winfrey’s “OWN” is in the black for the first time since it started up two and a half years ago.
Over 30 new advertisers are joining original sponsors Procter & Gamble and General Electric, and are paying higher rates as the channel has found its programming and distribution footing.
Now Winfrey says her experience as the chairwoman, CEO and one who hosts several series including “Oprah’s Next Chapter” and “Oprah’s Lifeclass, is ”rewarding.”
“I no longer have such fear and anxiety about it. I really have more confidence in my decisions,” Winfrey said. “In the beginning, I was in a lot of meetings where people said, ‘You don’t understand cable.’ … I’d say, ‘But I do understand the audience. Aren’t people the same?’”
Winfrey says yes! Her confidence in OWN is backed up by numbers.
For the year to date, viewership is up 22 percent among the target audience of adult women and 23 percent among all viewers compared to last year, according to Nielsen Co. In the third quarter, prime-time viewership among women 25 to 54 and total viewers each are up more than 60 percent compared to 2012.
For August, OWN drew a channel-high 536,000 prime-time viewers, a fraction of the millions that watched Winfrey’s talk show but respectable for a developing cable channel.
To read more go to TheGrio.