Who Will OWN Up as CEO of Oprah’s Cable Network?

Oprah Winfrey and Discovery Communications are lining up the management team for the daytime diva’s new cable network, which will debut in the second half of next year—a reincarnation of Discovery Health Channel.

The first shoe dropped yesterday, with the announcement that Robin Schwartz, president of Regency Television, had been appointed president of OWN: The Oprah Winfrey Network. It’s a curious choice in my mind, in that Schwartz’s overall experience in cable—at least in what we were told in her announcement—seems somewhat limited.

It’s true, she did a stint at ABC Family. But her strong suit appears to be broadcast programming—she’s associated with hits like Malcolm in the Middle and recent failures like New Amsterdam(which I actually loved).

But Schwartz will be overseeing all business operations for the new cable channel, a far different animal than her past tasks in TV.

In addition, I can’t help but wonder if she knows yet who her boss will be, and I’m not talking about Oprah.

Schwartz will be reporting to OWN’s yet-to-be- named CEO. The rumor mill has been burning about who is in the running for that gig. Nikki Finke’s Deadline Hollywood blog last week reported that MTV Networks CEO Judy McGrath was being considered as CEO of OWN, and that she might finally flee Viacom.

The latest candidate’s name to surface for the OWN CEO post, in several publications, was that of Susan Lyne, who recently exited as CEO of Martha Stewart Living Omnmedia.

It sounds like it will be a tough job. After all, Oprah has made it clear that this cable network will reflect her vision. As OWN’s CEO, how are you ever going to win an argument with her over the network’s direction?

It remains to be seen what kind of “brand” Oprah envisions for her new network. The announcement on Schwartz said OWN’s line-up “will feature a diverse array of programming that will engage, enlighten, connect, surprise and support its audience,” with the network being “a trusted source of information.”

So does that mean all non-fiction programming? Talk shows? How about scripted fare, comedies and dramas?

Oprah and her team, whoever it turns out to be, have a year to prepare. And you can assume she will be held to tough standards—with everyone in the media world watching—when OWN debuts next year.