New Campaign Urges Viewers To OWN It12/03/2010 6:20 AM Eastern
Viewers are going to be seeing a lot of ads for OWN, the new Oprah Winfrey Network, between now and its launch Jan. 1.
A new ad breaks Friday in movie theaters featuring the original song "Own It" by Will.i.am of the Black Eyed Peas.
The group appeared in an outdoor concert to kick off the 2009 season of The Oprah Winfrey Show, and Will.i.am will appear on the show Visionaries on OWN.
Next week 30- and 60-second versions of the commercial will begin to appear on other channels owned by Discovery Communications, which is part owner of the network along with Winfrey
"Phase one of the campaign is letting people know what is OWN, when is OWN, where is OWN," said Darren Schillace, vice president of consumer marketing for OWN.
"The where has been a hot button for all of us, especially our CEO, Oprah herself, telling people where to find this specific channel number," Schillace said. The network has set up a channel finder on Oprah.com as well as an 888 number where viewers can find the channel number for their own household. "In a world of 973 stations, it is very important for the success of our launch," he said.