Will OWN Adjust Its Focus to Cater More to Black Audience?
Oprah’s OWN network has been struggling to find an audience since it premiered. According to Adweek, the cable network’s executives believe they may have found a way to help grow channel’s ratings. They want to focus more on the black audience that helped make Sweetie Pies the channel’s highest-rated show.
“Anytime you have a program that pops like Sweetie Pies did, you start looking at what drove it,” Logan told Adweek. “And we saw that the African-American audience really had a connection with that show. . . . We’re going to look at ways to nurture and grow that.”
Reportedly, Sweetie Pies pulls in around 418,000 viewers. However, on average, OWN earns 216,000 viewers in primetime. Don’t expect to see OWN become to niche specific, though. Harpo's Erik Logan tells Adweek.
“We’re not going to sell out and just chase one demographic or segment," he said. “We’re going to nurture the success we had with Sweetie Pies. . . . [But] it is our job to strike a balance. The Oprah brand is not niche. The Oprah brand is very broad. How we translate that to the screen is the challenge we have.”
Sweetie Pies Photo Credit: OWN