Getting a glimpse into what Oprah Winfrey has in mind for her new OWN network comes from its initial marketing campaign: It's about personal aspiration.
Using a montage of happy moments -- people smiling with arms around each other, frolicking by the beach, an old couple dancing and balloons lofting into a cityscape -- Winfrey appears on screen touting words of hope and fulfillment.
"What if I could take every hero who inspired me, every lesson that motivated me, every opportunity that was given to me, and give it to you," she says.
"What if I could take every story that moved me, every song I ever danced to, all of my most special celebrations, and shared them with you. And now here we are. This is our day. This is our moment. It all begins here: OWN. The New Oprah Winfrey Network. Launching January 1st. Whoa. This is going to be good."
The new minute-long commercial, which starts Dec. 3 in movie theaters, also features the original song "Own It" by Will.i.am of the Black Eyed Peas. Although lacking a specific tagline for the network, it seems the song "Own It" will act as an unofficial theme for the new network that is co-owned by Discovery Networks and Harpo Productions, Oprah Winfrey's TV company.
Reports suggest the marketing campaign will steer most of its efforts on cable networks and spot television -- but not broadcast -- with a 30-second commercial version. Winfrey will also be using the last days of her syndicated "The Oprah Winfrey Show," where spots for OWN will run.
OWN will take over for the programming position and network of the current Discovery Health Channel.