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Oprah Winfrey Takes The Biggest Professional Risk of Her Life

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Oprah and OWN
CNN.com is reporting on a big move being made by Oprah Winfrey. As she approaches her retirement years, she is finding herself faced with the greatest challenge of her professional life. Oprah, who's been the long-time host of one of the most successful television shows in history, is moving on to form her own network.

The Oprah Winfrey Network (OWN) is a deal between Oprah and Discovery Communications. The proposition was made by David Zaslov, CEO of Discovery Communications. It was initially structured as a 50-50 partnership in which Discovery would put up $100 million and Oprah would give her time and her name.

As it stands, the Oprah Winfrey show is broadcast in 146 countries. An appearance on Oprah can make a book into a best-seller, and having your face next to Oprah's can turn your own name into gold.

"What Oprah has accomplished on air and off is truly mindboggling," says Jeff Zucker, CEO of NBC Universal. "It's hard to imagine that there will ever be anything close to that in media."


The deal with Discovery had to undergo changes because of the recession and almost didn't go through. Zucker originally asked Winfrey to give 35 hours a year of her time on-air, but asked her to increase that number to 70. He also asked her to leave broadcast television completely. In turn, Discovery agreed to add another $89 million to their investment.

According to media reports, Oprah is going to be in complete control of the network. It is set to replace Discovery Health, and will reach 77 million homes starting on New Year's day of 2011. She is working now to develop original programming for the network, in addition to shooting the final episodes of her current show.

I know the Oprah Winfrey Network quite well, primarily because I was in serious talks with the network about hosting a financial show for them. I passed up on the opportunity because being part of the network would mean that I would have to leave AOL Black Voices, and effectively be restricted from doing almost anything else. So, in a small way, I can relate to the stress Oprah may be feeling by being asked to leave broadcast television. Big business deals seem glamorous from the outside, but the strain it puts on your other opportunities can be absolutely suffocating.


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All the while, this new venture opens the door for Oprah to have even more power and historical significance than she already has. She is also an outstanding role model for African American youth when it comes to understanding the value of owning your own business. The acronym for her network, OWN, is a reminder of the power that a person has when they run their own ship. Rather than complaining about double digit unemployment in an economy where most of the businesses are not run by "us," it might make sense for us to find a way to actually own some of these businesses. Individuals like Oprah Winfrey and Tyler Perry represent the future of black America in their ability to visualize and realize their own destinies. They should be commended for their success.

Now, let's get out there and OWN something.

Dr. Boyce Watkins is the founder of the Your Black World Coalition and a Scholarship in Action Resident of the Institute for Black Public Policy. To have Dr. Boyce commentary delivered to your email, please click here.

 

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