OWN brand TV: Oprah’s network hits America

Oprah Winfrey's new cable network has got off to a strong start with a largely positive reception from critics, whatever the cynics might say. The Oprah Winfrey Network (OWN), launched on New Year's Day, is the talk show queen's biggest venture yet and essentially recommends Oprah-branded programmes. She described it as "mind- and heart-food for people" and most US critics are agreed that it offers exactly what's written on the tin.

WHAT THE CRITICS ARE SAYING:

Alessandra Stanley in the New York Times: "OWN isn't for everyone, and it certainly isn't for viewers who like Oscar Wilde or can't read of the death of Little Nell without laughing. But it lives up to the Oprah Winfrey ethos — a “meaningful, mindful" cable network that seeks its own truth and tries to be its own best self."
 
Matt Zoller Seitz on Salon.com: "One of the more disquieting aspects of [the OWN premiere] is the pervasive sense that this cable network is not just a programming venture and a brand extension, but a living monument to its creator's power - and a celebration of her willingness to use that power as a force for good. We won't just watch OWN; we will gaze upon it with awe and affection, and marvel at the sweet magnificence of its founder."
 
Caryn James at IndieWire: "With OWN, Oprah has set herself up to be America's life coach, so it's worth asking: exactly what values is she training us in? They are ultimately as benign as her motto, “live your best life," but much more complicated. OWN displays a whiff of spirituality, a huge amount of lifestyle fluff, and a surprising layer of substance."
 
Mary McNamara, LA Times: "If she seems to be coming late to the reality party, Oprah in many ways is reaping what she has sown. Her belief that every story is worth hearing tilled the field in which reality TV first took hold. And although there is a definite TLC flavoUr to early OWN, the standards, not to mention the production values, are markedly higher."
 
Dan Abrams, Mediaite: "Oprah's world is not a Utopian one; it's often about hard knocks, but even more about how to get up after the punch. And most of the people on this network – in front of the camera, behind the scenes, and in the audience – appreciate that and seem ecstatic to be part of it. In fact, they make it feel like they wouldn't want to be anywhere else. If viewers feel that too, OWN could be a, well, Oprah-like success." ·