The Oprah Winfrey Network, the talk show host’s cable channel, set to debut 1/1, is close to finalizing a sizable ad deal with General Motors. The deal, if closed, would mark the third major sponsorship agreement for OWN, following notable deals with Procter & Gamble and Kohl’s.
Although OWN is talking to other car companies about advertising on the network, the two-year deal with GM will give it exclusivity in the automotive category for some programs, reports The NY Post.
Discovery Communications and Winfrey’s Harpo Productions have been aiming to sign a handful of big advertisers to multiyear, multimillion dollar deals before the channel debuts, and replaces Discovery Health Channel.
In April, Winfrey pitched the network during the upfront. On stage, Winfrey said she wanted to keep “inspiring people and giving them hope — and some cars,” a reference to her marketing stunt when she gave away Pontiacs to all 276 audience members in 2004.
Winfrey continued her charm offensive that night when, according to a NY Post source, she hosted an intimate dinner with a number of advertisers at a NYC restaurant.
OWN will launch in 80 million US homes and take direct aim at networks like Lifetime and Oxygen.