Expanding her universe

January 1, 2011 at 12:00a.m.

Contra Costa Times

Oprah Winfrey didn’t become a dynamic cultural force and one of the most famous figures in the world by keeping her aspirations in check.

The woman dreams big.

But today she takes it to a whole new level with the high-stakes launch of the Oprah Winfrey Network (OWN).

No longer satisfied to be a talk-show queen, she aims to rule over a vast cable TV kingdom.

Speaking to advertisers last year, Winfrey said OWN would be a network “built on great intentions.” Its programming, she has often stated, is intended “to inspire viewers and give them hope.”

Discovery Networks reportedly is sinking $189 million into the joint venture, which will reach nearly 80 million homes right out of the gate and offer 600 hours of original fare in its first year.

Few cable channels have debuted to as much hype.

Still, success isn’t assured, according to Derek Baine, an analyst for industry consultant SNL Kagan.

“Oprah has a very powerful brand name, but it’s really difficult to get people to change their viewing habits and find a new channel,” he says.

“Plus, the fact that she’ll still be on her syndicated show will probably be confusing to some people.”

Paul Levinson, a professor of communication and media studies at Fordham University in New York, also strikes a note of caution.

He points out that Winfrey may not be able to muster her usual clout in an era of audience fragmentation.

“It’s very difficult to be a star in one medium and transfer that star power to another,” he says. “... I don’t think it will be an unmitigated disaster, but I can’t see her having the same kind of impact.”

OWN will launch at noon with a half-hour introduction hosted by Winfrey, followed by a weekend lineup of sneak previews.

Viewers will find shows that are designed to help them “live the best lives possible and feed their dreams,” says Christina Norman, the former MTV president now serving as chief executive officer for OWN.

But even though the tone will be upbeat, she insists the network won’t shy away from controversy.

“We don’t want to bring people down,” Norman says.

“But there will be some grit. It’s not all airy, fairy and nice.”