W.W.O.D.? (What Will Oprah Do?) 5 Smart Ways Oprah Can Save OWN

Note: The Oprah Winfrey Network is in the middle of a major overhaul after months of slumping ratings. If the execs take my advice, OWN will enjoy the same runaway success and more as its namesake.

It seems The Oprah Show and The Oprah Winfrey Network already have something in common. They both need Oprah-badly.

The highly rated conclusion of The Oprah Show should have segued nicely into an explosive birth for the nascent Oprah Winfrey Network, but after months of hype, this baby is still in labor.

I’ve highlighted some painless solutions that could still make the arrival of OWN and the departure of Oprah a montage made in heaven.

Name An Heir Apparent.  Oprah’s impending departure was an open secret for years. The coveted 4pm(EST) timeslot would finally be available to anyone for the picking. Curiously, not only did the networks fail to produce any truly interesting programming (or any programming at all), Oprah didn’t either. Surely she could have used her influence to suggest a new type of show or at least launch some Oprah hopefuls.  OWN accepted thousands of audition tapes (including mine) for “Your Own Show”, but that idea seems to have now fallen into the same abyss as the 4pm timeslot. Months after the Oprah Show has stopped production, a black hole remains.

Tell Us Why. Numerous promos for OWN ran reminding Oprah Show viewers  to watch the Oprah Winfrey Network, but I don’t recall any specific highlights, unless you count Shania Twain’s show, which seems pointless to watch since she already sat down for a confessional with Oprah. Normally, networks draw traffic by hyping 1 or 2 of their highest rated babies. In the case of OWN, the public was basically bombarded with promises and expectations, but no delivery. The confusing roster of shows was apparently a red flag to many viewers who clearly want to see Oprah and only Oprah, not celebrities capitalizing on their personal tragedies.

Out With The Old… Many of the hosts on OWN are familiar faces and apparently that’s not a good thing. Dr. Phil, Suze Orman, and Dr. Oz, among others, all were scheduled to appear either in re-runs or as part of new programming. With so many potentially great original new programs, it’s unclear why someone would tune to a new network to watch repeats of a show still in production. Exactly how many times a day do we need to hear the sage medical wisdom of Dr. Oz? I believe the execs at OWN finally realized this because as of mid-July, all of the network’s programming is being overhauled.  No offense to Rosie O’Donnell or Sarah, Duchess of York but, uh, haven’t we seen you already?

Not only were too many formers guests/tv hosts being recycled, but all the programs were of the self-help variety. Normally networks diversify their programming to draw a range of viewers, not that it necessarily makes for better tv, but at least viewers know they have the option to watch something slightly more interesting than a 24/7 bombardment of Ph.D’s telling us how to improve ourselves.

Location, Location, Location. Los Angeles. The most exciting city in America west of, well New York City. In a truly brilliant move, OWN changed addresses from the sleepy mid-west to the dynamic PCH coastline. There are only about a million and one ways to capitalize on what is prime television production real estate; a diverse population, stunning locations, buff beach bodies, a plethora of “green” entrepreneurs and dynamic companies, not to mention dozens of beloved out-of work celebrities who probably would jump at the chance to be part of OWN. The city is practically begging for OWN’s cameras to come and find them. And who could do a better job of showing us the heart of L.A. than Oprah?

Show Us The…Oprah! Oprah’s presence or absence is what viewers feel most. At one point, Oprah committed to 70 hours of “on-camera” time for OWN, but compared to the 200+ hours annually that viewers were used to seeing her, it’s obvious that viewers were weaned fast…far too fast. The natural reaction is abandonment on both sides.  Oprah was ready to be an empty nester, but, oops, the kids want to move back in. Currently, a huge viewer contest is in the works (oprah.com/own) with 15 winners to receive all expenses paid trip to Atlanta to meet Oprah. And that’s all anyone ever wanted in the first place.