Introduction - Angelfire



Introduction

Harpo Productions is considered to be one of the most influential vehicles in the television industry today. Harpo Productions which is Oprah spelled backwards was created by one of the most respected and loved individuals of the twenty first century - Oprah Winfrey. Harpo Productions has developed into a financial powerhouse worth millions catapulting its founder, Oprah Winfrey, in to billionaire status.

Humble Beginnings

Oprah Winfrey was born in Kosciuko, Mississippi on January 29, 1954. Oprah was reared by her grandmother on a farm where she began her broadcasting career by learning to read aloud in church and performed recitations at the age of three. From the age of six to thirteen, Oprah lived in Milwaukee with her mother where she suffered abuse and molestation. [1]Oprah could no longer take the abuse resulting in her running away to a juvenile detention center home at the age of 13, only to be denied admission because there were no beds available. [2]As a last resort Oprah went to live under the strict discipline of her father, Vernon Winfrey. Vernon Winfrey demanded the best from his daughter and therefore demanded that she read at least one book per week and write a book report as well. [3] “As strict as he was” says Oprah, “he had some concerns about me making the best of my life, and would not accept anything less than what he thought was my best.”

[4]At the age of 17, Oprah’s broadcasting career began at WVOL radio in Nashville Tenessee, and two years later signed on with WTVF-TV in Nashville as a reporter/anchor. [5]Oprah Winfrey attended Tennessee State University where she majored in Speech Communications and Performing Arts.

In 1976, Oprah Winfrey moved to Baltimore, Maryland to join WJZ-TV news as a co-anchor, [6]and in 1978 discovered her talent for hosting

talk shows when she became co-host of WJZ-TV’s “People are Talking”, while continuing to serve as anchor and news reporter.

In January 1984, she came to Chicago to host WLS-TV’s “AM Chicago,” a faltering local talk show in town. In one year the show was a complete success, the format was expanded to one hour, and in September, 1985 it was renamed “The Oprah Winfrey Show”. [7] The Oprah Winfrey Show was distributed in national syndication furthermore Oprah assumed ownership and production of her show in 1988, making it the corner stone of Harpo Productions. Along with public success comes financial gain. [8]Harpo Productions with The Oprah Winfrey Show at its foundation rakes in millions, precisely 300 million last year (2002). It airs in 107 countries and has held its No.1 spot in U.S. daytime talk for 16 years despite challenges from at least 50 rivals. It’s a mass market megahit that appeals to the middle aged, middlebrow audience that advertisers such as Procter and Gamble are eager to reach; nonetheless it is not her only venture.

Queen of Daytime Television

With the Oprah show now in her name Oprah is able to take the reigns of production and go in new directions. While many daytime shows were cultivating negativity with profanity, screaming, and the goal of who could humiliate who the worst, Oprah decided to change for the better. Oprah began to focus on the positive instead of the negative, building people up instead of down, motivating the American people to reach for their dreams in life therefore increasing viewers to 22 million in the U.S. In Oprah’s own words [9]“I won’t have people yelling and screaming and trying to humiliate one another ….” Oprah was now taking daytime television to another level. [10]Oprah became the first African American woman to own and run a huge production facility.

The Oprah Winfrey show soon after began to champion literacy with “Oprah’s Book Club” which became a popular once a month feature on the show. Moreover, as the queen of daytime talk Oprah has the ability to impact sales on products therefore, [11]her book selections become instant best sellers.

In September 1997, Oprah launched Oprah’s Angel Network, a campaign encouraging people to open their hearts a little wider and help those in need. Since it’s launch, [12]Oprah’s network has collected over $3.5 million in spare change to create college scholarships for students in need and has funded nearly 200 Habitat for Humanity homes. [13]Oprah’s Angel Network began the Use Your Life Award, and now gives $100,000 every Monday on the Oprah Winfrey Show to people who are using their lives to improve the lives of others. Harpo Productions seeks new avenues in television dramas. Through Harpo Films, Oprah has a long term deal with ABC Television Network to produce Oprah Winfrey Presents telefilms. [14]Projects under the Oprah Winfrey Presents banner include; Amy and Isabelle, based on the best selling novel by Elizabeth Strout, Tuesdays with Morrie, based on the best selling novel by Mitch Albom, The Wedding, based on Dorothy West’s novel; and Before Women Has wings, adapted from a novel by Connie May Fowler. The Oprah Winfrey Show was now in it’s endeavor to contribute to society in a manner in which would be beneficial to mankind as a whole, this is what makes Harpo Productions in a league of it’s own. Harpo Productions produces positive, self enlightening, constructive programs that causes society to re-evaluate itself for the better. Moreover, one of the biggest successes of Harpo productions was ‘The Women of Brewster Place.”

The Women of Brewster, a miniseries bases on the novel by Gloria Naylor was produced in 1989. [15]The story spanning several decades, included a cast of characters that depict the constant battles fought by African American women against racism, poverty, and sexism.[16] Interpersonal struggles and conflicts also pepper the story line, often revolving around black men who may be fathers, husbands, sons, or lovers. While The Women of Brewster Place received high ratings criticism accompanied as well. [17]The National Association for the Advancement of Colored People requested a review of the scripts before production to determine whether the negative images of the African American male, present in the book, appeared in the drama. This request was

denied but Winfrey also concerned with the image of black men altered several of their roles. Nonetheless, some were still not satisfied. [18]Newspaper columnist Dorothy Gilliam criticized the drama in a two part series for the Washington post, as one of the most stereotype ridden polemics against black men ever seen on television, a series which moreover, trotted out nearly every stereotype of black men that had festered in the mind of the most feverish racist. Although, The Women of Brewster Place may have been met with some opposition Harpo Productions and Oprah Winfrey continue to bring positive images of life and furthermore of African Americans to the homes of greater America. It is Oprah Winfrey’s aim to bring the masses together on commonality rather than differences. Harpo Productions is Oprah Winfrey and Oprah Winfrey is branching out to all segments of society in a multifaceted dimension.

New Challenges and Endeavors

Oprah Winfrey does not confine herself only to the world of television but uses other forms of media to cultivate her message of personal growth. In 1998 Oprah announced the formation of a company called Oxygen Media LLC which includes Harpo Group which includes a women’s cable network. Oprah’s first production was Oprah Goes Online, 1 12- part course giving a step by step look at all things online. Oprah was joined by Gayle King and millions of women across the country to experience first hand how the internet will change women’s lives. Having educational opportunities such as Oxygen Media LLC confirms Oprah’s commitment to society as a whole, specifically women and the less fortunate.

In 2000 Oprah launched O, Magazine which has been the most successful startup ever in the industry. [19]Last year it made $140 million in revenues. The magazine reaches a richer set of fans than those who watch her daytime talk show. [20]O readers have an average income of $63,000 and lean towards brands like Lexus, Donna Karen, and coach. [21]Oprah describes her magazine as “…a personal growth manual.” O magazine appears to cater to middle class America. [22]With accomplishments such as these Oprah has won herself a place on the 2001 Forbes billionaire list and being the first African American woman to do so.

Oprah’s Personal Style in Business

Oprah Winfrey has a business sense of her own. To understand what makes Oprah Inc. such a powerhouse business, you must understand the simple message that makes Oprah the Queen of Television. [23]Jeff Jacobs and long time number 2, describes it best when he says “Core content is developed here and has never left our home base.” Oprah Winfrey is a hands on business woman who oversees the major as well as the minor. Maintaining control of Harpo Productions is a unique challenge because Oprah herself is Harpo Productions. Through Harpo Productions Oprah shares her personal life, her triumphs over abuse and adversity, and her endless battle against weight gain. By making herself and her struggles central to her message, she taps deeply into the American psyche and its desire for self reliance. Oprah’s life is the essence of her brand and her willingness to open up about it on daytime TV helped win the enduring trust of her audience. Given all that we can see why Oprah is very reluctant to surrender control of her brand. Food marketers, clothing designers, perfume manufacturers, book publishers, etc, have tried to get a piece of the ‘Oprah Brand’ however, unlike Martha Stewart Oprah has declined. Oprah has refused to take her company public. Oprah says [24]“If I lost control of the business I would lose myself or at least the ability to be myself. Owning myself is a way to be myself.”

Moreover, having a business savvy ‘almost’ partner, Jeff Jacobs, is beneficial. Jacobs negotiates many of Oprah’s movie deals and is described as ‘piranha’. Jacobs has one priority his client (Oprah). Jacobs owns approximately ten percent of Harpo Productions with the other 90 percent in the hands of Oprah, this is a deal that works for both parties. [25]With this arrangement Oprah does not give up 25% of her earnings to agents and managers as other stars do. [26]Jacobs knows it is not how much you make but how much you can keep. Oprah makes it a point to surround herself with people who she trusts. Oprah hires employees who are of high caliber character and integrity. Nancy Peretsman, an investment banker employed by Oprah says,[27] “It’s about character with Oprah. But with Oprah its like someone is looking into your soul.”

Linked with personal ownership and hands on management, everything is personal at Harpo. While Oprah does delegate operational

decisions, she is all over content. [28]Before O gets shipped to the printer, Oprah reads every word and scrutinizes every picture – typically working on the magazine, via her office PC from 3:00pm to 8:00pm. Oprah is into every detail, the commas and the exclamations points. Oprah Winfrey is very much involved in every aspect of her company and overlooking its success.

While being financially lucrative in dollars Oprah tends to be more concerned with creativity than with spending however if the bills become to high she will limit the spending. Oprah tries to keep the numbers away from the creative staff therefore not to hinder their drive to develop new and innovative ideas. Oprah is more concerned with putting out high quality programs and products that she feels are conducive to her passion of helping people than simply financial gain. Oprah has high standards and strict rules concerning attaching her name to a film or program. Oprah does not simply endorse a product because it can make her more money but she must feel in her heart that this program or product is worth endorsing for the collective whole.

Giving Back to the Community

Despite her busy schedule Oprah continues to give to common man. [29]Oprah meets regularly with a group of teenage girls from Chicago’s Cabrini Green housing project, taking them to the movies, dinner, or perhaps a shopping spree. As the creator and sponsor of the club, she set simply but strictly enforced rules: stay in school and do not get pregnant.

[30]Winfrey has also established scholarships at her alma mater, Tennessee State University, and at Atlanta’s Morehouse College, and she keeps in touch with the recipients to monitor their grades and progress in school. All recipients must keep a B average and at least a 3.0 grade point average.

In addition, [31]Oprah lobbied Congress on behalf of a bill she helped to draft that proposes creating a national registry of people convicted of child abuse so that child care provider can better evaluate potential employees. [32]The bill was passed by former President Bill Clinton and it’s entitled the Oprah Bill.

Although, Oprah has come a long way from Kosciusko, Mississippi she has not forgotten those she left behind. Oprah uses her gains to assist others in reaching their full potential.

Final Thoughts

Oprah Winfrey has become one of the leading figures of the twenty first century. Simply stated when Oprah speaks the nation listens. Although having a humble beginning Oprah knew she could reach higher levels and new depths in the world around her. Oprah believed in herself and her abilities to accomplish what she set her mind to; and she did just that by becoming one of the richest and influential person, woman, and African American of all time. Oprah has set herself in history. Oprah’s vehicle in which to do so is Harpo Productions, a self owned entity that she controls and operates in her own will.

While enjoying the fruits of her hard labor Oprah uses her power and money to rally for the betterment of society thru children, women, and the poor. Oprah takes a stance on social and political issues that she feels very strongly about and rallies to make changes for the good. Because of her different approach (bettering of mankind) in daytime talk she has stood above the rest with a mission in mind to change peoples lives thru Harpo Productions and O magazine. Oprah uses every vehicle of operation in her life for the bettering of all; that has been her key to success.

Furthermore, in a society that many times displays negative images of African Americans Oprah focuses on the higher denominator of her people. Harpo Productions seeks to improve the stereotypical images of African Americans viewed by many in white America; she comes from a point of strength focusing on those who have overcome adversity not those engulfed by it.

What has contributed to Oprah’s success on daytime television and deep rooted spot at number one? Oprah has made herself real and ordinary to her public thru the Oprah Winfrey Show. Oprah shares her personal trials in life (childhood molestation and poverty) with her viewers to let them know that she too has been where they maybe but with the right guidance, personal responsibility, and developing inner strength they can live life on purpose and with passion. In a society where there is so much turmoil, strife, and negativity Oprah’s message speaks to a need in America. Oprah Winfrey has become America’s daytime therapist. Other talk shows such as Iyanla Vanzant, Queen Latifah, Tempest Bledsoe, have come on air but many are not able to maintain their position on air however, Oprah has established herself in longevity. Oprah has won the trust and openness of America therefore solidifying her position on daytime television. Secondly, Oprah is always changing and evolving and diversifying her show with new ideas (Angel Network and Book

Club); Oprah touches on several areas of a woman’s life, her relationships with men or husband, fashion, politics, entertainment, education, spirituality, personal ordeals; Oprah is simply multifaceted coming from various angles constantly. Whatever America is dealing with at the time Oprah is sure to speak on the issues in a most unbiased way that is fare to all. While embarking on new endeavors through Harpo Productions Oprah continues to be a life long learner which allows her an edge to continually grow and better herself ultimately bettering her audience; she allows her audiences to accompany her as she travels through life’s journey of lessons.

Finally, as Oprah sits on her throne as the queen of a daytime television empire she must equip herself as a businesswoman to maintain her accomplishments. Oprah has educated herself as business woman and equipped herself to be business savvy in a world where wrong investments can send you filing for bankruptcy (Ask Martha Stewart?). Oprah surrounds herself with mentors who can lead and guide her in aspects of question such as Bill Cosby and Maya Angelou. Oprah has not allowed herself to be too proud to ask questions and humbles herself in faith of a higher being (God). Oprah’s faith in God leads her business intuition and decision making goals.

Where Do We Go from Here?

In 2006 Oprah plans to retire from daytime television and the Oprah Winfrey Show will be no more. It has been said that when Oprah speaks the nation listens well due to her ability to impact the people of this nation Oprah could possibly use her influence for a larger cause. Oprah Winfrey could continue to educate the public concerning social and political causes such as domestic violence against women, rape, illiteracy among women, homelessness, etc. Oprah could travel the U.S and even the world to educate the masses concerning issues that need more attention.

Currently Harpo Productions produces new talent (Dr. Phil Show) and this has been a most confident move because many will not produce ‘competition’ for themselves however this only proves Oprah’s commitment to helping others reach their full potential. Perhaps she could continue to develop and produce new talent for daytime television with a continued purpose of good quality, enlightenment, and empowering of society. Harpo Productions does not have to limit itself to just television but expanding to do more movies in Hollywood; perhaps providing more opportunities for people of color both actors/actresses and directors. Publishing has also become an endeavor embarked upon (O magazine) Harpo productions could become a mega -giant in the publishing industry and publish books and other magazines aimed at

various audiences (women and children). There is a continuous need for children’s book for children of color (Latino and African American) this could be a new road to be traveled. However, the ultimate publishing work would be Oprah Winfrey’s authorized autobiography.

Harpo Productions has always had a passion for women’s issues this could be continued by founding a women’s non-governmental agency with Oprah Winfrey as founder and chairperson. The goal of the agency could be to help women start their own business in any arena (tv, fashion, food industry, etc.)

Oprah Winfrey could continue her speaking tours nationally by becoming a motivational speaker at women’s conferences and seminars; promoting her personal theme – taking responsibility for ones own life. Nonetheless, one thing is clear whatever road Oprah Winfrey (Harpo Productions) chooses, if the present is a any indication of what the future holds, Harpo Productions will be a continued success. Oprah Winfrey is not only a great example of leadership but also of the moral character and integrity that great leadership should encompass.

Works Cited

I. Magazines

1. Sellers, Patricia. Fortune Magazine. The Business of Being Oprah. 1 April 2002. v145. p50.

2. Straub, Deborah. Contemporary Heroes and Heroines, Book II. Oprah Winfrey. Gale Research, 1992.

II. Web Sites

3.) . The Oprah Winfrey Show. Retrieved April 13,

2003 from .

4. The Hall of Business. Oprah Winfrey: Retrieved April, 13, 2003 from .

5. . Oprah Winfrey (Biography). Retrieved

April 13, 2003 from

.

6. Top Blacks:Positive Profiles of People of Color. Retrieved on April 13, 2003 from .

7. The Women of Brewster Place. Retrieved on April 13, 2003 from

.

-----------------------

[1] The Hall of Business. . 4/13/2003.

[2] Ibid.

[3] Ibid.

[4] Ibid.

[5] Ibid.

[6] Ibid.

[7] .http;//celebs/bio/celeb/167642. 4/13/2003.

[8] Sellers, Patricia. Fortune Magazine. April, 2002. v145. p50.

[9] Ibid.

[10] Straub, Deborah. Contemporary Heroes and Heroines, Book II. Gale Research. 1992.

[11] Top Blacks. . 4/13/2003.

[12] Audition .The Oprah Winfrey Show. .

4/13/2003.

[13] Ibid.

[14] Ibid.

[15] The Women of Brewster Place. . 4/13/2003.

[16] Ibid.

[17] Ibid.

[18] Ibid.

[19] Ibid.

[20] Ibid.

[21] Ibid.

[22] Oprah Winfrey. Business Week. January 14, 2002. p56.

[23] Ibid.

[24] Ibid.

[25] Ibid.

[26] Ibid.

[27] Ibid.

[28] Ibid.

[29] Straub, Deborah. Contemporary Heroes and Heroines, BookII. Gale Research.1992.

[30] Ibid.

[31] Ibid.

[32] Ibid.

-----------------------

“My message is you are responsible for your own life.”

-Oprah Winfrey

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download