Oprah Winfrey Network (OWN) SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 795
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SWOT Analysis of Oprah Winfrey Network (OWN) with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Oprah Winfrey Network (OWN)

Parent Company

The Oprah Winfrey Network, Discovery Communications, Harpo Productions

Category

Media  channels

Sector

Media & Entertainment

Tagline/ Slogan

It’s Your Life…Own it.

USP

Oprah Winfrey’s heart  and creative instincts inform the brand and the magnetism of the channel

STP

Segment

African-American viewers

Target Group

Middle aged women from middle and upper class

Positioning

Network of self- discovery, connecting people to each other and to their greatest potential

SWOT Analysis

Strengths

1. Oprah Winfrey and Tyler Perry partnership has garnered millions of viewers for OWN

2. Winfrey provides leadership in programming and attracts superstar talent to join in her primetime

3. OWN is both standard definition resolution and high definition resolution

4. Network will be reporting Live+3 data, with the exclusion of live and event programming

5. OWN programming block featuring popular series which began airing on TLC UK, has been made available in Australia, South Africa, Poland, Russia, Balkans, Romania, Bulagria

6. OWN is available to over approximately 80 million pay TV households in US

Weaknesses

1. OWN was unable to meet internal targets set before its debut
2. Channel reported losses due to cost overruns, scarcity of viewers, and disappointed advertisers

Opportunities

1. Keep growing it’s empire in digital space

2. Expand online offerings with new series to keep up with competition

3. Global expansion to tap Oprah Winfrey’s global fan following

Threats

1. The mix of OWN’s older demographic and deep cable placement is a recipe for major viewer disconnect

2. OWN Canada cited for programming mandate violation

Competition

Competitors

1. A&E Television Networks
2. Oxygen Media LLC



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