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Oprah Winfrey Life - Essay Example

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Instructor: Oprah Winfrey Oprah Winfrey is one of the most recognizable names in the world today. She is said to be one of the most successful media personalities. Starting from a humble background, Oprah has been able to build an empire that consists of various media outlets, which include the O magazine and Harpo productions among others…
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Download file to see previous pages All the ventures that she started achieved a great measure of success. After 25 years of hosting the immensely successful show known as The Oprah Winfrey Show (TOWS) Oprah made the drastic decision to end the show. She also indicated that she has the intention to start up her very on television network to be known as Oprah Winfrey Network (OWN). Considering that TOWS which is what most people identify with Oprah will no longer be produced, the question becomes whether Oprah’s network OWN can achieve the same success that TOWS achieved or Oprah is overstretching her ability and brand power (http://www.oprah.com/pressroom/Oprah-Winfreys-Official-Biography ) . TOWS was broadcast over the 25 year period and it grew to be one of the most watched television shows. The show had an estimated viewership of 42 million weekly viewers in the US. It was also broadcast in around 145 different countries. The popularity of the show was credited to the confessional approach that the show had. It provided a forum for people to share their story and was used as a platform to empower people to live better and healthier lives. The book club that Oprah formed as a segment of TOWS served to encourage people to adopt a reading culture. Most of the books selected for this role achieved the best seller status. Other brands that were endorsed by Oprah also became immensely successful. The success of the Oprah brand was also extended to the online version or website for TOWS, which is Oprah.com, and to the O magazine. Oprah’s media ventures also included satellite radio when through a deal with XM satellite radio she started the channel Oprah and friends, and later renamed the channel Oprah radio. Aside from her contribution to the media, Oprah is also a philanthropist. She has regularly contributed to causes that are aimed at making education accessible for the disadvantaged in different communities. Her contribution to education also includes starting The Oprah Winfrey Academy for Girls, which is aimed at empowering young disadvantaged girls in South Africa. The academy seeks to empower them to achieve their dreams and ambitions and also develop women in South Africa for leadership positions (http://www.oprah.com/pressroom/Oprah-Winfreys-Official-Biography). The different brands that Oprah managed to create and grow to a success are often associated with her personality and her face. This makes it easier for people to identify with the brand and has led to what is considered ‘the Oprah effect’. Her personality has been recognized based on her ability to be honest about different issues that have affected her as well as those that affect people all over the world. She is therefore considered as one of the most powerful opinion leaders and shapers in the world. Celebrity branding has been unsuccessful in several instances. There is therefore the concern that the new venture (OWN) by Oprah may fail following an overuse or overexposure of Oprah as a brand. Celebrity branding has gone wrong such as in the case of Martha Stewart who was once a powerful brand in several instances. Following credibility issues that were brought about by her arrest and jailing, the brand Martha Stewart became one that nobody wanted to have any kind of association with. Despite many attempts to revive the brand, people continued to avoid it and anything that was thought to have any form of ...Download file to see next pagesRead More
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