"We really don't want to be a niche brand. We want to be a mainstream cable" network with appeal beyond Winfrey's fan base, said Darren Schillace, vice president of consumer marketing for OWN. "Phase one" of the marketing effort aims to "manage expectations that it's not 24/7 Oprah on the network," Schillace said, with Winfrey committed to appearing in at least 70 hours of programming in 2011.