OWN? how about CON?

Great... Oprah's not content with a TV show and magazine; she wants a whole network...

...the forecast is still rosy for one startup expected to bow by the end of next year, thanks to the Midas touch of its co-owner, Oprah Winfrey. Certainly, Winfrey and Discovery Communications, her partner in the Oprah Winfrey Network (OWN), have not stinted so far during the construction phase of their joint venture since it was unveiled in January. The launch is slated for late 2009 or early 2010.

Los Angeles-based OWN has recruited a number of prominent TV biz execs for senior positions, including Robin Schwartz, former prexy of the Fox/New Regency joint venture Regency TV, as prez; former Lifetime exec Maria Grasso as senior veep of programming; and seasoned comedy producer Nina Wass as senior VP of creative affairs. Robert Tercek, former MTV marketing maven, was recently named prexy of digital media.

Schwartz, who signed on in July, says OWN initially is focused on unscripted skeins, despite the depth of the exec team's experience with scripted programming.

"The mission is to create the first network about living your best life," Schwartz says. That means "a lot of empowering, inspirational programming that's entertaining and meaningful."

Winfrey, who controls all aspects of the channel as OWN chairman, said as much when the partnership was first unveiled.

Perhaps it should be called the Church of Oprah Network, or CON for short (and accuracy...).