Oprah and the launch of OWN.

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Launching on January 1st 2011, OWN: The Oprah Winfrey Network is a natural extension of the hyper-popular daytime talk show, and surely one of the few networks in the world built around a single figure.

With Oprah’s recent visit to Australia, the nation has grown even more enamored with the women and her message, and despite my gender-and-age I’ll happily admit that she produces an incredible show with a relentless message of personal growth, interwoven with philosophy aligned with the likes of Jung or Frankl.

Two years in the making, Philadelphia based BIGSMACK designed the new on-air look through “the numerous branding twists and turns” taken prior to the channel launch. On the technical side, the largely animated look of the network is complimented by a number of organic touches:

To create the on-air look BIGSMACK shot an array of natural elements — including light reflected through a variety of objects like crystal and Plexiglas, as well as water, glitter and particle dust — on a soundstage using a Canon 5D camera. That organic basis was then composited with digital elements animated using Cinema 4D and Adobe After Effects.

The montage gives a taste of the IDs, menus, bumpers and lower thirds created for the network, along with the colour coding of the various dayparts (orange mornings, green afternoons and purple evenings).

2 Responses to “Oprah and the launch of OWN.”


  • It does look good, but is it just me or does it have a Channel 9/WINTV feel and look to it?

  • My cable company was one of the first to get OWN at sign-on. I’m sure there was already a built-in audience for it here that prevented the need to ask for it later, but a friend I know already doesn’t like watching it outside the few movies they play due to it’s pandering intentions. I already opted to use the term “OWN’d” to describe it’s presence!

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