TLC on MultiChoice's DStv is now TLC Entertainment (DStv 172) with a premium Oprah Winfrey Network (OWN) programming block for viewers on Thursdays and Sundays.
I asked James Gibbons, the senior vice president and country manager for emerging business for Discovery Networks for the Central and Eastern Europe, Middle East and Africa (CEEMEA) region, about the channel change for TLC Entertainment and what it all means for the improved channel proposition.
Why the word "entertainment" for TLC Entertainment and why the differentiation in the name of
the channel, and why now?
James Gibbons: TLC Entertainment will be more than a
lifestyle channel, offering a wider selection of engaging and inspirational TLC
content that our viewers know and love, bolstered by the new and exclusive OWN
programming block. The word "Entertainment" reflects this and the new and entertaining programming line-up
that will be featured on the channel.
How long did the deal take
to get the OWN programming block for TLC Entertainment for Africa?
James Gibbons: We don’t discuss commercial negotiations.
How were the specific
programming and shows chosen to start TLC Entertainment with, for instance what went into the
consideration for these specific shows?
James Gibbons: The TLC Entertainment schedule, including
the new OWN content, has been tailored to suit and reflect our South African
TLC viewers' tastes and interests.
We wanted to create a channel that our
African audiences would love to watch and based our programming strategy around
this, choosing OWN programmes such as Oprah's Next Chapter to entertain and
Super Soul Sunday to inspire.
These will sit alongside our existing TLC
ratings-winners, including Cake Boss and Here Comes Honey Boo Boo, offering TLC
Entertainment viewers the best in entertaining and uplifting programming
content.
With Oprah's Next Chapter,
where would episodes start? Right at the beginning of where the show debuted in
the United States, or with current episodes?
James Gibbons: We will not be airing the Oprah's Next Chapter
episodes chronologically as such but will instead air them in a fashion that
complements our overall schedule and also reflects any current local/global
tie-ins.
For instance, on Thursday 24 October we have paired the
Beyoncé Next Chapter special with the Jay-Z
Master Class episode, and will be airing the Rihanna Next Chapter episode on
launch night of 17 October as she's in South Africa. This is a conscious programming strategy, providing our viewers with a
more enjoyable watching experience.
What is Discovery’s
expectation for the OWN programming, for instance does Discovery expect it to lift the
viewership for the channel as a direct real programming strategy to bulk up the
programming of the channel, is it more an experiment, or what is the motivation
behind the move and the programming blocks?
James Gibbons: Our strategy in bringing the OWN
programming to TLC Entertainment was to provide our South African viewers with
even more of the content we know they love to watch.
We saw from the huge
success of the Lance Armstrong and Justin Bieber Next Chapter specials, as well
as the one-off documentary Oprah Winfrey’s Leadership Academy for Girls, that
our audiences have a real affinity with Oprah and her unique programming.
By
offering two weekly OWN blocks - My OWN Thursday and Super Soul Sunday - we hope
our viewers will see this as appointment-to-view TV, giving them the
entertaining and uplifting viewing experience only Oprah's content can provide.
With the blocks placed on
Thursdays and Sundays, would you describe it or Oprah Winfrey or OWN as now
being TLC Entertainment's signature brand, or how would you say or describe
what OWN and Oprah programming represent for Discovery/TLC Entertainment?
James Gibbons: The OWN content will complement and sit
alongside our current flagship programmes such as Cake Boss, Breaking Amish and
Here Comes Honey Boo Boo, all of which will be back for new series over the
next few months. We also have several new series coming to the channel for this
year and 2014 which we will be announcing soon.
