Business Movers: Oprah's Empire | Former OWN Executive Scott Garner on Oprah Winfrey And The Evolution of Television | Episode 5
Release Date: December 19, 2024
Introduction
In this episode of Business Movers, host Lindsey Graham delves into the remarkable journey of Oprah Winfrey, exploring how she built her media empire and transformed the television landscape. Joining the conversation is Scott Garner, a former executive at the Oprah Winfrey Network (OWN), who provides insider insights into Oprah's business strategies, the evolution of her network, and the enduring legacy she has crafted over decades.
Oprah Winfrey: From Talk Show Host to Media Mogul
Oprah Winfrey's ascent in American television began in the mid-1980s with The Oprah Winfrey Show, which quickly became the most successful daytime talk show in history. Unlike her predecessors, such as Phil Donahue and Jerry Springer, Oprah took an unprecedented step by acquiring ownership of her show from ABC. This bold move gave her complete creative and business control, setting the foundation for her expansive media empire.
Key Points:
- Ownership and Control: Oprah's decision to buy her show allowed her to shape her content and brand without external interference.
- Expansion: Beyond her talk show, Oprah expanded into film production, launched a TV channel (OWN), and created a successful magazine.
- Financial Milestone: In 2003, Oprah became the world's first black female billionaire, a testament to her savvy business acumen.
Notable Quote:
“I wanted complete control, and I wasn't afraid to bet on myself to get it.” – Narration [03:12]
Scott Garner’s Journey to the Oprah Winfrey Network
Scott Garner's career trajectory led him to OWN after years of working in women's programming at Lifetime Television. His deep admiration for Oprah began in his teenage years, influenced by personal experiences such as his weight loss journey inspired by an Oprah episode featuring Optifast.
Key Points:
- Early Inspiration: Oprah's personal struggles and triumphs inspired Scott Garner both personally and professionally.
- Joining OWN: Despite initial ratings struggles, Garner was brought on board to help stabilize and steer the network towards success.
- Academic Pursuits: Garner pursued a PhD with a dissertation focused on Oprah, highlighting his dedication to understanding her impact.
Notable Quote:
“I always thought of her as just this monumental star, but also this real person.” – Scott Garner [07:59]
Challenges and Turnaround at OWN
When OWN launched in 2011, it faced significant challenges, including declining ratings shortly after a strong initial start. Garner recounts the strategic shifts undertaken to redefine the network's identity and target audience.
Key Points:
- Initial Struggles: OWN's ratings plummeted after a promising debut, necessitating a reevaluation of its programming strategy.
- Target Audience: The network identified its core audience as black female viewers, leading to a focused programming slate.
- Strategic Partnerships: Collaborations with influential figures like Tyler Perry were pivotal in revitalizing the network's appeal and garnering critical acclaim.
Notable Quote:
“It was personal determination or self-determination to actually make sure that she was able to sort of turn the ship around.” – Scott Garner [27:43]
Oprah’s Business Philosophy and Legacy
Oprah Winfrey's approach to business blends curiosity, self-empowerment, and a deep understanding of her audience. Garner emphasizes Oprah's relentless focus on legacy and meaningful impact, ensuring her initiatives resonate on both personal and societal levels.
Key Points:
- Curiosity and Empowerment: Oprah fosters an environment of curiosity and self-improvement, driving content that empowers her audience.
- Philanthropy and Legacy: Beyond business, Oprah invests in philanthropic endeavors, such as her school for girls in South Africa, underscoring her commitment to leaving a lasting legacy.
- Adaptability: Oprah adeptly navigates shifting media landscapes, leveraging platforms like Netflix and ABC to extend her reach.
Notable Quote:
“There is a strong emotional bond that the world still has with her.” – Scott Garner [37:20]
Impact on the Television Landscape
Oprah Winfrey fundamentally altered the daytime television paradigm by introducing a more emotionally resonant and culturally relevant format. Her ability to connect deeply with audiences and address pressing societal issues set her apart from contemporaries.
Key Points:
- Cultural Mainstreaming: Alongside figures like Michael Jordan and Prince, Oprah played a crucial role in bringing black culture into mainstream media.
- Content Diversity: Oprah's show tackled a wide array of topics, from personal empowerment to societal issues, catering to a broad yet loyal audience.
- Influence on Media: Oprah's programming strategies influenced the content and approach of numerous television networks and shows.
Notable Quote:
“She’s about living your best life, doing no harm and being able to offer the rest of the world a sense of humanity and compassion.” – Scott Garner [17:44]
Lessons from Oprah’s Success
Scott Garner distills several key lessons from Oprah Winfrey's journey that entrepreneurs and business leaders can apply to their ventures:
- Ownership and Control: Owning your product or content allows for greater creative and strategic freedom.
- Audience Understanding: Deeply knowing and catering to your core audience can drive sustained success.
- Adaptability: Being willing to pivot and adapt to changing market conditions is crucial for longevity.
- Legacy Focus: Building a legacy through meaningful and impactful initiatives can enhance brand strength and personal fulfillment.
Notable Quote:
“She was an entrepreneur very, very early on. [...] she had this incredible amount of self determination and self awareness.” – Scott Garner [37:20]
Oprah’s Future and Enduring Influence
As Oprah enters her 70s, her influence remains undiminished. Garner discusses how Oprah continues to engage with her audience through various platforms, maintaining her relevance and impact in contemporary media.
Key Points:
- Continued Engagement: Oprah leverages multiple platforms, including Netflix and traditional networks, to reach diverse audiences.
- Personal Well-being: Oprah remains open about personal challenges, using her platform to address and destigmatize issues like weight management.
- Ongoing Legacy Projects: Initiatives like the “OWN Young Vote” campaign exemplify Oprah’s commitment to social causes and civic engagement.
Notable Quote:
“She still has a really strong online presence. And, you know, her Favorite Things franchise just came out again.” – Scott Garner [35:50]
Conclusion
Oprah Winfrey's journey from a groundbreaking talk show host to a media mogul exemplifies visionary leadership, strategic ownership, and unwavering dedication to her audience. Scott Garner's insights shed light on the intricate dynamics that fueled Oprah's success and the enduring legacy she continues to build. For entrepreneurs and business enthusiasts, Oprah's story serves as a powerful blueprint for creating lasting impact through passion, control, and a deep connection with one’s audience.
Final Thoughts:
“She’s able to really bring that to life, even though she's not sitting in the chair five days a week. So, you know, she may handpick what she wants to do... she chooses what she wants to do and she ultimately wants to make a meaningful impact.” – Scott Garner [35:37]
Recommendations for Further Reading
For those interested in exploring Oprah Winfrey's life and business strategies further, Scott Garner recommends the following biographies:
- Oprah Winfrey by Kitty Kelly
- LifeLine Biography's Oprah Winfrey, Global Media Leader by Katherine Krohn
- WBEZ Chicago's Makingover
About the Podcast
Business Movers is a weekly podcast by Wondery that uncovers the stories behind successful businesses and their leaders. Hosted by Lindsay Graham, the series features in-depth conversations with influential figures who have transformed industries through innovation, resilience, and visionary leadership.
Subscribe to Business Movers for more exclusive content and early access to new episodes through Wondery+. Available on the Wondery App, Apple Podcasts, Spotify, and Amazon Music for Prime members.