Loading summary
Transcript37 lines
- [00:00]
Lindsey Graham
Want to get more from business movers? Subscribe to Wondery plus for early access to new episodes, ad free listening and exclusive content you can't find anywhere else. Join Wondery plus in the Wondery app or on Apple Podcasts.
- [00:31]
Oprah Winfrey
It's September, 1986, at a television studio in Chicago, Illinois. 32 year old Oprah Winfrey paces backstage. She's not normally a nervous person before a taping, and of all the places in the world, she feels most comfortable on stage in front of cameras. But today is different. Today, it's not just her usual audience in Chicago who'll be tuning in today. The Oprah Winfrey show is going nationwide. This is a dream Oprah has been chasing for years. But national syndication means that she's in the big leagues now. And it's suddenly feeling all too real. A smiling producer appears at her side. Hey. You ready? Yeah. Yeah. These earrings all right? They look great. They're too big or too shiny. They could catch the life. Funny. No, I don't think so. I'm gonna take them off. I have some others in my dressing room. Oprah, leave them. They're great. You're just nervous. Maybe. Maybe I am. You gotta remember, you deserve this. You've worked hard to get to this point, and it's paying off. So please enjoy it. Oprah nods, but her doubts remain. What if they hate me? What? What if they hate me? Oh, come on. Everyone loves you. You know that. I mean, Chicago loves me, sure. But what if Los Angeles takes one look and decides I'm too fat? Or Alabama decides I'm too black? Then it will just be their loss. Maybe I should have stayed local. We had a good thing going here. I'm afraid I'm reaching too far, pushing my luck. No, you're not. Maybe I'm asking for too much. Oprah, look. Look at me. You are a beautiful, insanely talented, wildly successful woman who people adore, myself included. You have nothing to worry about. You've already won over three cities on your way here, haven't you? I guess so. It will be the same with LA and Alabama. Okay? Okay. Gotta. Gotta shake this off. Yes, you do. You got a show to tape. Okay, I'll be there in a minute. The producer steps away, but then pauses and turns back. Oprah, look. Whatever that little doubting voice in your head is saying, just don't listen to it. I know you've gone through hell and back, and you absolutely deserve all your success. You are Oprah Winfrey. There's no one else like you. Remember that. You're Oprah Winfrey. You're Oprah Winfrey. You're Oprah Winfrey. Okay, let's do this. In the mid-1980s, Oprah Winfrey was American daytime television's rising star. But that did not mean Oprah always believed in herself. She was a young black woman who did not fit the traditional mold of a TV personality, and she often second guessed herself and her choices. But if Oprah wanted to succeed at the highest levels of her industry, she would have to learn that it wasn't just luck that had gotten her this far. It was her talents, her determination, her personality and her perseverance. And she was only just getting started.
- [03:34]
Lindsey Graham
Apple Card is the perfect card for your holiday shopping. When you use Apple Card on your iPhone, you'll earn up to 3% daily.
- [03:41]
Oprah Winfrey
Cash back on every purchase, including products.
- [03:44]
Lindsey Graham
At Apple like a new iPhone 16 or Apple Watch Ultra. Apply now in the Wallet app on your iPhone. Subject to credit approval.
- [03:51]
Oprah Winfrey
Apple Card issued by Goldman Sachs Bank.
- [03:53]
Lindsey Graham
USA, Salt Lake City branch terms and.
- [03:55]
Oprah Winfrey
More at applecard.com Business Movers is sponsored by Grammarly. If you're anything like me, and I.
- [04:01]
Lindsey Graham
Bet you are, then you like to find the best option. Could be Italian restaurants, car insurance, vacation.
- [04:07]
Oprah Winfrey
Spots, a lot of things.
- [04:08]
Lindsey Graham
But sometimes the best option is not at all obvious. Like, have you used any AI tools for work recently? Well, Grammarly has over 15 years of experience in secure, private, responsible enterprise grade AI and is trusted by teams at one third of the Fortune 500. Their enterprise grade security measures protect your.
- [04:27]
Oprah Winfrey
Organization'S data and keep your private information private.
- [04:30]
Lindsey Graham
And it's designed to fit your unique professional needs, working seamlessly with the apps.
- [04:34]
Oprah Winfrey
You use every day.
- [04:35]
Lindsey Graham
So for the best AI option, join 70,000 teams and 30 million people who trust Grammarly to work faster and hit their goals while keeping their data Secure. Go to Grammarly.comenterprise to learn more.
- [04:48]
Oprah Winfrey
Grammarly Enterprise Ready AI from Wonder E. I'm Lindsey Graham and this is business members. Today, Oprah Winfrey is one of the richest, most recognizable and most influential women in the world. The first black female billionaire in history, she transformed American daytime television. In the 1980s and 90s. Oprah was responsible for the most watched interview in TV history when more than 100 million viewers tuned in to hear Michael Jackson speak in 1993. And her hugely successful book club became the blueprint for all such celebrity endorsements to follow. Then Oprah parlayed a successful career as a talk show host into a global multimedia empire with her own production company, publishing business and television Network. But Oprah still had to fight for everything she got. She was born in a small Mississippi town 60 miles north of Jackson. And her childhood was marked by poverty and abuse. And even when she escaped that difficult upbringing and began her career in the media, she was often dismissed as overweight and over emotional. But Oprah never accepted the hand she'd been dealt. Her journey from rural Mississippi to a billionaire's mansion in California was the result of a series of successful high stakes gambles. Bets on herself to defy the expectations of others and triumph against the odds. This is the first episode in our four part series on Oprah Winfrey betting on Oprah. It's 1968 in downtown Milwaukee, Wisconsin, almost 20 years before the Oprah Winfrey show begins national syndication. 14 year old Oprah makes her way down a busy street, constantly glancing over her shoulder. She's paranoid that someone might be following her. A stranger or someone from her life back home. She's not sure which would be worse. Oprah is on her own in the city. She has no money, nowhere to go, doesn't know what to do until she spots a limousine pull up across the street outside of one of Milwaukee's fancy downtown hotels. Stepping out of the limo is the famous singer Aretha Franklin. Oprah rushes over. Ms. Franklin. Ms. Franklin? Oh, I'm sorry, dear. I'm not signing anything right now. I don't want an autograph. No pictures either, please. Aretha walks into the hotel, but Oprah doesn't give up. She follows Aretha inside. Ms. Franklin, please. I'm very busy, dear. I understand, but I need help. You need help? Yes. I have nowhere else to go. Aretha stops and looks at Oprah properly for the first time. Nowhere else to go. Where are your parents? There. My mom kicked me out. She said to never come back. Oh, when I was home, she was always working and I watched my siblings. But sometimes my uncle came by and he. He. I just can't go back there. Can you help? What about your father? He's in Nashville with his new wife. I have cousins in Ohio I can stay with, but I don't have money for the bus. Well, how much do you need, child? $5, ma'am. 10. 10 at most. I know it's a lie. This should cover it. Aretha hands over a hundred dollar bill and Oprah can barely believe her eyes. This is more money than she's ever held in her hands before. Oh, Ms. Franklin, thank you so much. Now, can I get you to the station? My driver could take you. No, no, ma'am. This is more than enough. Thank you. Thank you. All right, be safe, dear. Be safe. Oprah watches as the hotel manager approaches Aretha and ushers her away upstairs. When they're fully out of sight, Oprah turns on her heels. But she doesn't head for the bus station. Instead, she rushes over to the hotel front desk and slams the $100 bill on the counter. One room, please. The young Oprah Winfrey had not been entirely truthful with Aretha Franklin.
- [09:12]
Lindsey Graham
Her mom had not kicked her out.
- [09:14]
Oprah Winfrey
Oprah had run away. But the abuse she was running from was real. And her story had gotten her what she wanted. A few days away from home and safe in a hotel room. But eventually, the money from Aretha Franklin ran out. Oprah had a decision to make. Continue on the streets, begging for cash or returning home. Thinking of her siblings, she braced herself, went back to her family. In 1968, Oprah Winfrey shared a small two bedroom apartment in Milwaukee with her half siblings, Patricia and Jeffrey and their mother, Vernita Lee. Vernita worked as a maid and often pulled night shifts, often leaving Oprah to watch over Patricia and Jeffrey. But that wasn't always the case. Sometimes other family members were in the home. And from the age of nine, Oprah had been sexually abused by a cousin, an uncle and a family friend. She never told anyone about what was happening to her. Instead, Oprah tried to distract herself by watching television. Her favorite shows were the ones about happy families like Leave it to Beaver or I Love Lucy. Oprah was captivated by these stories and fantasized about becoming an actress herself. But it was an unlikely dream for a young black girl living in poverty in Milwaukee, but still one that gave Oprah hope and helped her survive. It would not be enough, though. While Oprah kept her silence about the abuse she was suffering, she began to lash out in other ways. She skipped school and stole cash from her mother's purse. And as her teenage years went on, she only seemed to become wilder. In the end, Oprah's mother could not take it any longer, and she shipped Oprah off to Nashville to live with her father. Vernon Winfrey was an ex army man who worked as a janitor. He and his wife Zelma had always been happy to have Oprah in their home in the past, but the last time they'd seen her, she had been nine years years old and a teacher's pet. The teenage Oprah who showed up at their door was now a very different girl. But in Verna and Zelma's house, there were rules, and they expected Oprah to follow them. They were determined to get Oprah back on the right track. But strict discipline alone couldn't solve everything. Because Oprah was pregnant, she was terrified to tell anyone. And she tried to disguise the pregnancy for as long as she could by wearing baggy clothing. But she couldn't hide the truth forever. And seven months in, she finally confessed to her father. But at that point, the stress and anxiety of hiding the secret already took its toll. She went into early labor. She gave birth to a son months premature, and he did not survive more than two weeks. Oprah felt immense sadness, but also relief. She was not ready to be a parent, but the pregnancy still changed her. After the loss of her child, Oprah became determined to turn her life around. And under Vernon and Zelma's guidance, she reapplied herself to her studies and became an honors student. She attended youth conferences, won speech contests, and volunteered for good causes. And it was while she was doing charity work that she got her first break. In 1970, the 16 year old Oprah was out collecting charitable donations when she visited Nashville's WVOL radio station. She asked the disc jockey on duty if he would make a pledge. John Heidelberg was instantly taken with Oprah and agreed. It wasn't her confidence in walking through the door or her polished pitch for the charity that impressed him. It was her voice. John thought she had the perfect sound for radio. And when she returned a few weeks later to pick up his donation, he suggested she record a tape that he could pass along to management. Oprah had never thought about radio before. Her dreams had always focused on television. But she immediately saw that this was an opportunity she couldn't miss. On her audition tape, she made sure that she spoke slowly and smoothly. But what came through clearest of all was the warmth of her personality. John thought she was perfect, and so did WVOL management. Oprah was still in high school, but that did not stop the radio station from offering her a job and a slot on air. Oprah would continue working at WVOL for the rest of her time at high school and beyond. She earned a full scholarship to attend a nearby Tennessee State University so she didn't have to relocate or give up her job on the radio. While she studied and during her time at Tennessee State, she kept developing her new career. She worked every connection she could to get her name out. She participated in the Miss Black Nashville and Miss Black Tennessee beauty pageants, both of which she won. That got Oprah into the state newspapers, helping her become A minor celebrity in Music City. And when a reporter job opened up at a local television station, wlac, it didn't take long for Oprah's name to enter the conversation. Chris Clark was the WLAC news director and he was on the lookout for new on air talent. Nashville's population at the time was about 80% white and 20% black. But the TV station's anchors were almost all white men. WLAC had recently hired its first black male anchor and its first female anchor. But Chris still wanted to do more to reflect the local community. That's when he heard about Oprah Winfrey. When Oprah walked in for her interview, she immediately impressed Chris. He found her attractive and well spoken. Given her experience in radio and her name recognition in Nashville, it wasn't a difficult decision. So Oprah got the job. She started work at WLAC at the beginning of 1974. She was just 19 years old, but the station soon promoted her to news anchor, making her the first black female newscaster in Nashville history. Oprah's career was taking off, and in 1975, she decided decided to put her college education on hold to pursue broadcasting full time. Oprah loved her job at wlac and she loved her city of Nashville. But by now, she had ambitions that stretched far beyond the city. She wanted to work in a top 10 market like Los Angeles, New York or Chicago. And to get there, she knew she would have to make sacrifices. Leaving Nashville would have to be one of them. Oprah began exploring opportunities outside the city. And in 1976, she found what she'd been looking for. The Baltimore TV station WJZ offered her a job co hosting the 6pm news. Baltimore might not have been LA, but it was a far larger market than Nashville, and WJZ was the number one station in the city. Oprah was also offered a five year contract on a salary of $40,000, the equivalent of over a quarter of a million today. But Oprah turned them down. The money was no problem, but the term of the contract was too long. Long if she wanted to keep progressing in her career. Oprah felt she couldn't get stuck anywhere for too long. So she negotiated WJZ down from five years to three. And then she signed the contract, packed up her life in Nashville and moved 600 miles east to Baltimore. But though hosting the 6pm news in a big city should have been a dream job for Oprah, she hated it. Her new bosses constantly critiqued her appearance and how she interacted with guests. Oprah might cry when she reported on something sad or laugh when she thought someone was being ridiculous. Many viewers hated this style and let the channel know it. A young woman giggling through a story was not what they wanted from their evening news. And Oprah was close to being fired. But instead of dismissing her, her bosses reassigned her. Oprah was made the co host of WJZ's morning show, People Are Talking. And though for many this movement might have seemed like a demotion, for Oprah it was like she could suddenly breathe again. On the morning show, she would have the freedom to be herself on air, and it was this authenticity that would make her a star. But soon it would bring her into direct competition with the biggest name in the business, the king of daytime talk himself, Phil Donahue.
- [17:17]
Lindsey Graham
Business Movers is sponsored by Monarch. How much did you spend on groceries this month? I have to admit, if you ask me, I do not know the answer to that. Certainly not off the top of my head. And a month ago, if I were to try to find out, I'd have to scour statements from like three different credit cards plus my checking account. It's a lot of work. But there is a better way. Monarch is the top rated all in one personal finance app. You get a comprehensive view of all your accounts, investments, transactions and more. Create custom budgets, track progress toward financial goals and collaborate with your partner. Plus, Monarch helps you make smart money money moves to get you closer to your goals. And now get an extended 30 day free trial when you go to monarchmoney.commovers. i love the Monarch Dashboard. A quick at a glance financial check in how much did I spend on groceries? Well, it's right there. Categorized automatically. After trying out Monarch for myself, I understand why it's the top rated personal finance app. And right now listeners of this show will get an extended 30 day free trial when you go to monarchmoney.commovers. that's M O n A R C H M o n e y.com movers for your extended 30 day free trial. Business Movers is sponsored by the Walker Webcast. If you're looking to learn more about commercial real estate, entrepreneurship, leadership and the economy, where would you turn? Well, a good start might be the CEO of one of the largest commercial real estate finance and advisory services firms in the nation.
- [18:44]
Oprah Winfrey
But how are you ever going to.
- [18:45]
Lindsey Graham
Get on their calendar? Ah, you don't have to tune into the Walker Webcast hosted by Willie Walker, CEO of Walker and Dunlap, an unparalleled leader in commercial real estate. Listen in on conversations with guests Like a Rod economist Dr. Peter Linneman and Walker and Dunlap experts. Learn more@walkerdunlup.com podcast and be sure to follow Walker and Dunlap on all your favorite social media channels. That's WalkerDunlup.com podcast. The Walker Insights for Life.
- [19:29]
Oprah Winfrey
It's the spring of 1983. Backstage at a television studio in Chicago, Illinois, seven years after Oprah Winfrey moved to Baltimore. Phil Donahue sits in his dressing room staring at a television screen mounted on the wall. Phil is the most popular daytime host on air and the man who made the format what it is today. So it's a bit surprising that the 48 year old king of daytime talk is captivated by what he's watching on tv. A small time Baltimore morning show that's somehow competing with his numbers. His producer stops in the doorway to take him to the stage. Hey, Phil. Two minutes. Have you seen this? Phil jabs a finger at the screen. The producer steps inside. Seen what? The show people are talking. It's out of Baltimore. Wjz. Oh, yeah. I was going to mention that to you, actually, but right now we got to get you to set. It's pulling the same numbers as me. Yeah, it is, but let's talk about that later. Phil gets up, straightens his jacket, checks his teeth in the mirror, and then follows the producer down the hall. I don't know. I don't. I don't get it. Who's this Oprah girl? She's just a kid. Well, she's probably nearly 30, but she came from Nashville. She was doing some reporting for a bit at wjz and then they put her on the morning show. I don't know what to tell you, Phil. People love her. Women especially. But women love me. Oh, both of you. But you know, she's a woman. That makes her more. More what? Relatable. I'm relatable? Phil, come on. You're a rich white guy who's married to a Hollywood actress. You stopped being relatable a while ago. But that's okay. You've got plenty of other strengths. They don't love you because you're an everyman. They love you because you're you. You're Phil Donahue, king of daytime talk. Well, whatever I am, I'm not going to let some girl from Tennessee steal my crown. It's one market, Phil. I can be relatable. Don't let it bother you. She's just a shiny new thing. It's a novelty. Her numbers will drop and everything will be Back to normal now, please. We've got a show to do. But you don't think I'm relatable. What I'm relating to is, we've got seconds before we air. Now get out there. Phil Donahue was an icon of American daytime television. He'd been on the air since 1967 and achieved national syndication just three years later in 1970. Thirteen years on, he was still at the top of his game. But he was right to be concerned about his up and rival in Baltimore. Phil might have pioneered the talk show format that Oprah Winfrey was using, but ultimately, it didn't much matter to audiences who came first in the world of television. It wasn't about what you'd already done. It was about what was coming up next. By 1983, Oprah Winfrey was thriving. Her morning show on WJZ in Baltimore suited her perfectly. She developed a distinctive style. As co host of People Are Talking, she would engage with her guests emotionally, talking to them in a way that made them feel less like interview subjects and more like friends. It helped that Oprah was always willing to share her own vulnerabilities, too, and she connected with her audience over everyday topics like sex, love, and struggles with weight loss. And Oprah was undoubtedly inspired in her approach by Daytime Talk. TV's most popular host. Phil Donahue had transformed the entire genre. He was the first talk show host who would roam around the studio with a microphone, insisting that audience members comment and ask questions of his guests. He also didn't talk down to his female audience, recognizing that women cared more about just the stereotypical interests of makeup and cooking. As a result, he didn't shy away from potentially controversial subjects like abortion or gay rights. And he'd usually choose an interview with an expert over a puff piece with a celebrity. And these instincts worked. An average of 8 million viewers tuned into Donohue every day, and the show was syndicated to more than 200 stations across America. No one expected Oprah Winfrey to come close to those numbers. She was but a co host on People Are Talking, a show broadcast only in Baltimore and a few other small markets. And yet Oprah was soon so popular that in the regions where her show.
- [23:34]
Lindsey Graham
Did go head to head with Donahue.
- [23:35]
Oprah Winfrey
It was holding its own. Those impressive ratings did not go unnoticed. And it wasn't just Phil Donahue who became aware of the new contender for his daytime crown. A young producer at an ABC affiliate station in Chicago pulled a tape of Oprah and shared it with her boss. Dennis Swanson was the general Manager at WLS tv, and he was looking for a host to take over his faltering morning program, AM Chicago, for its 9am weekday slot. This half hour show had the worst ratings in the region, trailing far behind the market leader, Donahue, which was taped in the same city and aired at the same time. But Dennis hoped to change AM Chicago's fortunes by relaunching the show with a new female host. And when Dennis watched Oprah's tape, he thought she might be just what the program needed. Dennis made some phone calls, and Oprah was soon flying to Chicago over Labor Day weekend for an audition. From the moment she set foot in the city, Oprah fell in love with Chicago. By the time she got to Dennis Swanson's office, she convinced herself that she desperately wanted the job. But her experience in Baltimore left her apprehensive as well. There, executives had hired her and then immediately tried to change her. She feared Dennis might do something similar, so she asked him bluntly if he had any concerns about the fact that she was black or that she struggled with her weight. Dennis assured her he did not. He wanted her exactly the way she was. Because while he had just a hunch before he met her, he was now certain Oprah was the answer to his AM Chicago problem. He offered her a four year contract as a new sole host of the morning show, with a salary starting at the equivalent of $700,000 a year today, set to rise annually from there. Oprah accepted immediately and moved to Chicago at the end of 1983. In January of the following year, Oprah was introduced to her new public with a mini parade through the city. There were cheerleaders, a color guard, and a marching band, while Oprah stood on the back of a truck, looking glamorous in a long fur coat. She waved to people along State street, shouting her name and telling everyone to tune in to the new AM Chicago. She seemed to have no fears and no doubts about herself. And the newspaper ads publicizing her show were just as confident, asking the people of Illinois to say hello to a.m. chicago's fresh new hostess. She's vivacious, interesting, exciting and fun. She's Oprah Winfrey, and you're gonna love her. The buzz and anticipation reached a fever pitch. But Oprah's first show did not go as planned. The channel decided that a cooking segment.
- [26:12]
Lindsey Graham
Would be a good way to start.
- [26:13]
Oprah Winfrey
But Oprah didn't know what she was doing. She didn't cook in general, let alone on tv. And at one point, the guest chef even managed to spill Milk all over the table. None of it felt like Oprah or what her audience had come to expect from her previous shows. But the audience didn't react because there was no audience. The first show was filmed in an empty room, leaving it completely quiet on the other side of the camera, with a nervous Oprah having no idea how to gauge how well she was doing. She usually fed off the energy of a crowd, but without it, she didn't know what to do. The taping was a disaster. Oprah knew she had to improve as quickly as possible. She'd been hired to compete with Phil Donahue, and WLS would be watching ratings intently. She could not afford another slip up. So for the next taping, Oprah had her crew bring in folding chairs and set them up in rows behind the camera. Her team then found a mix of ABC staffers and people off the street they bribed with donuts and coffee to be part of the audience. Oprah didn't care who they were. She just needed some faces to look at. And with this simple alteration, the show quickly found its legs. Critics had been concerned that as a black woman, Oprah might struggle to connect with the suburban, predominantly white audience who watched daytime television in Chicago. But they were wrong. In its very first week on air, Oprah's morning show had more viewers in the local market than the nationally syndicated Donahue. Her new bosses at WLS were so thrilled that they quickly decided to expand AM Chicago from a half hour program to a full 60 minutes. That way, Oprah could go up against Phil Donahue's entire hour long program. The stakes had been raised, but once again, Oprah Winfrey would exceed expectations. Within six months of taking over AM Chicago, she would be the most popular daytime talk show host in the city. But while Oprah would rule the roost in Illinois, the syndicated market would still be dominated by Phil Donahue until Oprah sets her sights on taking her show national as well and dethroning the king of daytime talk once and for all. Klaviyo powers smarter digital relationships for more than 151,000 successful brands, including Headley and Bennett, Fishwife and Dagny Dover. Klaviyo's Unified data and marketing automation platform.
- [28:32]
Lindsey Graham
Turns your customer data into personalized connections.
- [28:34]
Oprah Winfrey
To make every moment count across AI powered email, SMS analytics and more. Build smarter digital relationships with your customers.
- [28:43]
Lindsey Graham
Visit k l a v I y.
- [28:45]
Oprah Winfrey
O dot com to make every moment count. It's the summer of 1984 in a Chicago entertainment law office six months after Oprah Winfrey moved to Illinois Oprah walks into the offices of lawyer Jeffrey Jacobs wearing flip flops and a red AM Chicago T shirt. Despite the casual attire, though, everyone in the office recognizes her. Over the last few months, Oprah's become Chicago's most popular daytime talk show host and an impossible figure to ignore. But right now, given the look in her eye, the law clerks all divert their gaze. None of them have to know Oprah personally to see that she's not happy about something. A receptionist leads Oprah to the Corner office, where 52 year old Jeff Jacobs jumps up to open the door for her and beckons her inside. Ms. Winfrey, pleasure to meet you. Please take a seat. Thank you. So, what can I help you with today? Well, I hear you're a piranha. Don't know about that, but I do get called a lot of things. Oh, well, a piranha is good. It's what I need right now. I see. Well, how can I help? I want some assistance with a new contract. Well, that's certainly something we can do. You're not represented anywhere else. Well, that's the thing. I fired my agent. I thought he got me a good deal. $230,000 a year and $30,000 more every year after. It seemed great at first, but no. Less than three executives at WLS have stopped me recently to tell me how much they love my agent, what a great guy he is, and I just couldn't help but think that if he'd really been fighting on my behalf, they probably wouldn't like him that much. That seems like a fair assumption. So you agree with me? I'm not overreacting. Well, in my experience, you've got to trust your gut in these things. There is a possibility that he's just a friendly guy, but if he's driving the hardest bargain possible and being a pain in their asses like he should be, then they're probably not meeting up for drinks later. He also signed off on giving WLS the syndication rights for my show. We can get those back. Really? That's possible? Yeah. If WLS holds the rights, they can't syndicate the show nationally on abc. That's the law set by our friends at the fcc. But if we take those rights to another independent distributor, they can sell the show to ABC across the country. I can't make any guarantees, of course, but it'd be in ABC's best interest to renegotiate on that. You're the golden goose. They don't want you going anywhere else. Oprah thinks quietly for a moment and Jeff leans across the desk. But let me ask you something first. Have you thought about establishing your own company? Well, someday, yes. Why not today? I don't know if I'm ready to run a company. A friendly piece of advice, Ms. Winfrey, and you can take it or leave it, but the way you make real money in this business is to be your own boss. Otherwise, you're always just a talent for hire. I guess I hadn't thought of it that way. Well, please do think of it that way. But for now, let's draw up an agreement between you and me, and we'll focus on getting those syndication rights back in your hand. True to his word, attorney Jeff Jacobs went to ABC and its WLS TV affiliate station in Chicago and asked if Oprah could take her show to market. Federal FCC rules at the time stated that as one of the big three networks in the United States, ABC could not syndicate its own programming. So the network was happy to give Oprah the rights as long as ABC stations across the country were then given the right of first refusal on buying the show. That seemed fair to Jeff, and with the network's blessing, he began looking for a distributor to take Oprah nationwide. In 1985, two things happened that changed the trajectory of Oprah Winfrey's life. The first was that her new agent, Jeff Jacobs, found an independent distributor for her show. King World Productions would soon begin selling the syndication rights for AM Chicago to television channels across America. The second thing that happened was that Oprah Winfrey got cast in a Hollywood movie, and she had film and music producer Quincy Jones to thank for that. He'd been thumbing through local Chicago TV channels in a hotel room when he stumbled upon Oprah's morning show. He quickly realized that she'd be perfect for a role in his upcoming movie, the Color Purple. He called the director Steven Spielberg, and soon Oprah was delighted to be offered the part. She had always wanted to be an actor, and in the summer of 1985 she took a brief break from taping her weekday show in Chicago to join the production of the movie in North Carolina. And by the time she came back to Chicago, Oprah was on the verge of becoming a household name throughout America, alongside her starring role in the Color Purple. It was soon announced that her talk show would begin national syndication in the fall of 1986. But Chicago AM wasn't the right name for the show anymore, not now that it had to appeal to national audiences. Executives at ABC could see that a new title was necessary, and Oprah and Jeff Jacobs convinced them there was only one alternative. Phil Donahue's show was named after him. So it only made sense to rebrand Chicago AM as the Oprah Winfrey Show. Thanks to the efforts of Jeff and the distributor, King World Productions, the newly rebranded Oprah Winfrey show was sold to 120 stations across America. And in September of 1986, at the age of 32, Oprah went national as she made her debut on this new and far larger stage. Oprah didn't change much, though. She continued to cover anything and everything. She made serious programs about women who were molested by their doctors. And she made more frivolous episodes about how to marry the man of your dreams. It seemed that no topic was off limits. She even confessed to one studio audience that she herself had been sexually abused as a child. But whatever the subject, Oprah's authenticity and her ability to connect with her audience emotionally was the glue holding everything together. And it was soon clear that Oprah's appeal stretched far beyond Chicago city limits. She was fast becoming known as America's best friend. And within five months of her national debut, Oprah had the third highest rated series in syndication. And within just a year, she had achieved what many thought impossible. The Oprah Winfrey show was the number one talk show in the country, having topped Phil Donahue. Daytime TV had a new queen on the throne. But even though Oprah was now a famous and wealthy woman, the talk show that bore her name was not really hers. Even though she was the brand, she was the product that ABC was selling, she was still talent for hire. But Oprah wanted more. She wanted to take complete control over her career and become her own boss. And that meant only one thing. She would have to take yet another gamble, betting on herself and become so successful that no one could deny her. Only only then would the Oprah Winfrey show truly become Oprah Winfrey's show. From wondering this is episode one of Oprah's empire for business movers. On the next episode, Oprah Winfrey founds her own production company and seizes control of her talk show.
- [36:14]
Lindsey Graham
If you like business movers, you can unlock exclusive episodes found nowhere else on Wondery plus and access new episodes early and ad free. Join Wondery plus in the Wondery app or on Apple Podcasts. Prime members can listen ad free on Amazon Music. And before you go, tell us about yourself by filling out a survey@wondery.com survey.
- [36:36]
Oprah Winfrey
If you'd like to learn more about Oprah, we recommend what Happened to youo? Conversations on Trauma Resilience and Healing by Oprah Winfrey and Bruce D. Perry a biography by Kitty Kelly and Lifeline biographies, Oprah Winfrey, Global Media Leader by Katherine Krohn A quick note about our dramatizations in most cases, we can't know everything that happened, but all our reenactments are based on historical research. Business Movers is hosted, edited and executive produced by me, Lindsey Graham for Airship Audio editing by Mohammad Shazi sound design by Gabriel Gould music by Thrum this episode is written and researched by Alex Burns, executive Producer. Producers are William Simpson for airship and Erin O'Flaherty, Jenny Lauer Beckman and Marsha Louie for Wondering.
- [37:25]
C
This is a story that begins with a dying wish. One thing I would like you to do My mother's last request that my sister and I finish writing the memoir she'd started about her German childhood, when her father designed a secret super weapon for Adolf Hitler. My grandfather, Robert Lesser, headed the Nazi project to build the world's first cruise missile, which terrorized millions and left a legacy that dogged my mother like a curse.
- [37:57]
Oprah Winfrey
She had some secrets.
- [37:58]
C
Mom had some secrets. I'm Suzanne Rico. Join my sister and me as we search for the truth behind our grandfather work and for the first time, face the ghosts of our past.
- [38:09]
Oprah Winfrey
Jeez, who is he?
- [38:11]
C
Listen to the man who Calculated Death exclusively with Wondery plus. Join Wondery plus in the Wondery app, Apple Podcasts or Spotify.