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Tyler Perry Now Owns A Stake In OWN & Other Things You Should Know About Their New Partnership

Television
by Tambay A. Obenson
October 2, 2012 8:12 PM
13 Comments
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Yesterday's news that Oprah Winfrey's OWN Network had entered into a partnership with Tyler Perry to bring scripted series to the network, was met with a lot of disconcerted voices around the web. To be sure, there was some support. But it seemed the loudest voices were the dissenters.

So I thought I'd take a closer look at the news, and provide some further analysis based on what we know so far.

The first question I had when I read the news last night was, what this all meant for Tyler Perry's plans to launch his own cable TV network; specifically, the plan (which involved Lionsgate and One Equity Partners, co-owners of the TV Guide Channel) was to overhaul the TV Guide Channel, and turn it into Tyler TV (yes, that was a name that was being considered for the new network).

What exactly the revamping plans entailed isn't public; but, what we can now say is that, as the LA Times reports, Tyler TV is officially dead, which makes yesterday's news of his exclusive partnership with OWN, sensible.

As Oprah has experienced over the last 2 years, launching a new network is no small, simple feat. And given her close friendship with Tyler Perry, it wouldn't surprise me if conversations were had between the two about Oprah's well-publicized early struggles in running her new cable TV venture, that eventually discouraged Perry from pursuing his; conversations that may have also included chatter about a potential partnership instead - one that was announced yesterday.

And in exchange, for his part, Perry will get "a small equity stake" in OWN, according to the New York Post today, in addition to a guaranteed future home for his new TV projects; likely seen as a much lower risk proposition than investing in the restructuring of an existing network.

No word on what exactly Perry's percentage stake in OWN will be under this new deal.

Of course TBS gets to keep existing Tyler Perry series in House of Payne, Meet The Browns and For Better Or Worse, which have all been huge draws for the network; so OWN's/Oprah's attraction to the Tyler Perry brand is a no-brainer, especially given their already existing relationship, personal and professional (which started in 2009, when both of them jumped on board as executive producers of Lee Daniels' acclaimed drama Precious).

It's really a simple business decision, and regardless of what you think of Perry's work, the numbers he produces (in terms of audience and earnings) are what ultimately matters.

Earlier today, OWN revealed that it posted double-digit year-over-year ratings gains for the third quarter 2012, in its core demographic of women 25-54, both daytime and primetime, thanks to the success of programming highlights like Oprah's Next Chapter, Welcome to Sweetie Pie's, Iyanla: Fix My Life, and Our America with Lisa Ling.

So why not continue with that momentum, and potentially kill 2 birds with one stone - signing an exclusive content partnership with a content creator who comes with a proven, financially successful track record, while also ensuring that he doesn't eventually become your competition with his own TV network.

It's a smart business move for both sides, as I already laid out above.

OWN is a 24/7 cable TV channel. Aside from a handful of successful original series, like those already mentioned, the network could use some fresh programming - especially scripted programming - to fill hours of time slots, all day, every day.

Also keep in mind that OWN has announced a number of other upcoming new series (although not necessarily scripted) outside of this deal with Tyler Perry.

Recall the story last fall in The Hollywood Reporter, which said that, thanks to the surprising success of Welcome To Sweetie Pie's, executives at OWN believed they could turnaround the fledgling cable channel by setting their sites on a new target audience - African Americans. At the time of that revelation, I joked that OWN would eventually become a black TV network. It's not so funny now, when you look at the network's current, and upcoming lineup of shows, including those that will come from Tyler Perry.

So it shouldn't be a big surprise that the network has decided to nurture that viewership, expanding their options with scripted programming from a successful brand, to add to the reality-based material.

I think Oprah has realized that change your life TV doesn't necessarily sell as well as one might think. It's easier when it's just one show among many other varied shows, on a network (as was the case with The Oprah Winfrey Show, which was an hour of TV, daily, from Monday to Friday). It's a completely different, and much larger animal when it's 24 hours of change your life programming on a single TV network.

There has to be some variety.

In August, Perry announced that he'd be taking an indefinite break from stage work to focus on what he called "some major projects;" he didn't specify, and, at the time, I assumed that one of those major projects would be his new network. But apparently, that wasn't the case.

What I am curious about, which wasn't revealed in the press release, is how long this new agreement between OWN and Tyler Perry is.

Yes he now owns a stake in the network, but given Perry's ambition, it's not completely out of the question that he'd one day want to expand beyond OWN, whether it's with his own network, or something else.

The word "exclusive" is key. It can't be an exclusive to run indefinitely.

Or is there some long term strategy yet to be revealed, that sees Perry's stake in OWN growing over time?

I wish I could read the actual contract that they all signed.

Regardless, in the near term, this appears to be a business win for Oprah, OWN, and Tyler Perry.

Of course, there's still the execution...

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13 Comments

  • Snarish | October 30, 2012 8:49 AMReply

    I know that Opra and Tyler will be good partners

  • Ladybug | October 6, 2012 3:15 PMReply

    . . . but why not partner with someone who is producing respected content . . . Shonda Rhimes say . . . shrugs I likely won't be watching . . . only two things are worth watching on own Oprah's Next Chapter and Our America with Lisa Ling

  • Agent K | October 8, 2012 10:14 AM

    If you mean respected as in people will watch it no matter what, Tyler Perry has tons of respect. Seriously, what's up with the hate on TP but everyone wants to be up in Shondala's ass?

  • Dee | October 4, 2012 1:16 PMReply

    I don't see what the problem is...good move

  • Donella | October 3, 2012 5:28 PMReply

    Good luck to them both. And I LOVE Oprah's shirt.

  • Terrence | October 3, 2012 10:55 AMReply

    This convinces me of some great faults seeing Oprah Winfrey is in a great position to help many up and coming African American filmmakers but it seems with this decision she's obviously interested in the money of the biz and saving her channel for now. I guess quality isn't really a big oncern for anyone anymore.

  • Dee | October 4, 2012 1:13 PM

    Oprah does help many people on a daily basis...she's a PHILANTHROPIST...what are you talking about? But OF COURSE she's in the television business to make money.... OWN is not a charity!?! And would you want her to NOT save her channel?!?! lol .And Tyler Perry is a proven and talented black man who's art will help her station...and it helps him TOO so what are you TALKING about? lol

  • WOW | October 3, 2012 11:34 PM

    Seriously Terrence? From their collaboration, you inferred that it's (somehow) detrimental to up and coming AA-filmmakers? Really? Please do your homework! Both, TYLER AND OPRAH have given much (A WHOLE BUNCH) of their time and resources to African American filmmakers. Not to mention the hundreds that work in their studios... listenING, learning and honing their craft while they're being paid. And who said... where did you hear that African American filmmakers will not reap MORE rewards from this new venture?

  • Rocket | October 3, 2012 11:14 AM

    Its always about the money. "Quality" and everything else comes second. That is the nature of the entertainment industry.

  • ALM | October 2, 2012 10:59 PMReply

    Word on the street is they are already working on a drama for OWN called "The Haves and Have Nots".

  • Terri | October 2, 2012 10:15 PMReply

    This is good.

  • D.C. Kirkwood | October 2, 2012 10:06 PMReply

    I agree D.A. Tyler should proceed with caution in trying to start his own network. Timing is crucial with alot of these networks. Oprah has barely scraped through as the article stated and this probably provided a wake up call to Tyler to take things slow. Plus in order to run a successful network you have to be able to step back and trust new ideas and other talents. Tyler admitted that he directs, produces, writes, and does music for all his projects because he doesn't know how to let someone step in partly because his stories come from a personal standpoint or life experiences that are close to his own. I can see this being a problem when you trying to run a network you have to learn to trust and allow others to lead whether they fell or not I don't know if Tyler can handle that.

  • D.A. | October 2, 2012 8:35 PMReply

    I say more power to them both. I like some to most of Perry's work (I don't think he's terrible like many seem to suggest).

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